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04 August 2025 | Story Office for International Affairs | Photo Supplied
Friendship Day
The Umoja Buddy Programme, in collaboration with the SASUF student forum, celebrated International Friendship Day by spreading joy and connection across the UFS Bloemfontein Campus.

On July 30, the Bloemfontein Campus of the University of the Free State (UFS) came alive with vibrant energy, laughter, and heartfelt moments as students and staff gathered to celebrate the United Nations International Friendship Day. The event served as a joyful reminder of the importance of human connection, kindness, and our shared humanity. 
 
What began as a global observance was transformed into a lively campus celebration - a day to embrace and honour the friendships that enrich our lives. It was a colourful testament to the idea that beyond our titles, cultures, and backgrounds, we are all connected through our need for one another.  

Hosted by the Umoja Buddy Programme (UBP) in collaboration with the UFS South Africa-Sweden University Forum (SASUF) student structure, the celebration embraced the theme of “friendship through jellybeans” – a creative symbol of diversity, empathy, and connection. Jellybeans, each unique in colour and flavour, were used as metaphors for how our differences enrich our relationships and communities.  

As Prof Hester C. Klopper, Vice-Chancellor and Principal, reflected in her installation speech: “The irreplaceable heart of the UFS is our people. In an age of artificial intelligence and rapid change, fostering human connection is more vital than ever. Every initiative we undertake must serve the holistic development of our students, not only in technical skills, but in nurturing a sense of belonging, care, and community.”

One of the day’s highlights was the heartfelt reflections from the students who participated in the event.  

Lesego Moeleso, a second-year student in BA Governance and Political Transformation  and a SASUF member, shared:  
“Celebrating International Friendship Day helped me to grow as a person. It made me more comfortable interacting with fellow students on campus and brought joy to those who needed it. Seeing someone smile after our interaction – knowing I helped make their day better – was a great feeling. 

More events like this are needed. Many students are going through a lot and need a moment to reset and clear their minds. These initiatives allow us to connect with others and show them they’re not alone – we’re here for each other. 

Friendships are important to me because they help me grow. They give me people to fall back on, to relax with when I’m down, without the fear of being judged.” 

Orapeleng Lenkoane, a second-year Bachelor of Laws student, echoed these sentiments: 
“Friendship means having someone you can trust, lean on, and confide in – someone who’s always there. Trust is the foundation of any lasting friendship. 

I loved the idea that students had to share a pack of jellybeans rather than receiving individual ones. It encouraged interaction and created opportunities to reconnect and appreciate our friendships. These moments matter, especially since we rarely take time to celebrate the people who walk beside us.”

 

A sweet initiative with a deeper purpose 

The student’s words reflected the deeper impact of the initiative: small gestures that promote student well-being, resilience, and success -  all of which align with Sustainable Development Goals 3 (Good Health and Well-being) and 4(Quality Education). 

The celebration also showcased the university’s commitment to internationalisation through the work of the Office of International Affairs (OIA), which continues to champion intercultural exchange and foster global friendships across borders. 

As part of the celebration, students received jellybean packets adorned with uplifting messages, including: 

  • “A true friend is like a jellybean – colourful in spirit, and always there when you need a little sweetness.”
  • “Life is better with friends ... and a bag of jellybeans to laugh over.”
  • “Some friends are like red jellybeans – everyone’s favourite, always sweet, and hard to let go.”
  • “Your support for internationalisation is a reminder that universities can be places of peace, empathy, and friendship. Happy International Friendship Day from the OIA to the visionary Rectorate of the UFS!” 
Through this joyful event, the UBP and SASUF student forum reminded the university community that friendship is not only worth celebrating – it is essential for building an inclusive and compassionate campus where everyone belongs. 

News Archive

Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31

 

 

The Centre for Africa Studies (CAS) at the UFS – under the project leadership of Prof Heidi Hudson (CAS Director) – conceptualised an interdisciplinary research project on representations of otherness and resistance.

This is in collaboration with UFS departments such as the Odeion School of Music, the Department of Drama and Theatre Arts, the Department of Fine Arts, the Jonathan Edwards Centre Africa and the Department of Afrikaans and Dutch, German and French.  

In this project, Dr Stephanie Cawood from CAS leads a sub-project on the dynamics of pop culture and consumerism. Her research unpacks and critiques pop culture representations of othering and resistance by engaging with the othering rhetoric of conspicuous consumption as well as the subversive rhetoric or culture jamming at play in various South African youth subcultures.

Consumerism has become the institutional system in which we live our daily lives. Pop culture is the result when multinational corporations take aspects of culture and turn it into commodities with high market value. In pop culture and its manifestation, consumption, marketers and savvy advertising executives have realised long ago that othering and resistance are powerful tools to artificially create empty spaces in people’s lives that can only be filled through consuming.

“The scary thing is in my opinion that everyone has become a market segment, including very young children,” says Dr Cawood.

In his 1934 book, The Theory of the Leisure Class (TLC), Thorstein Veblen coined the term conspicuous consumption to describe the conduct of the nouveau riche. He  contended that when people manage to meet their basic human requirements, any additional accumulation of wealth will no longer relate to function, but will be spent on ostentatious displays of conspicuous consumption or waste. Conspicuous consumption has evolved into invidious consumption where consumption is a mark of one’s superior social status and particularly aimed at provoking envy. The whole point is unashamed one-upmanship.  

“Think of the izikhotane or skothane cultural phenomenon where young people engage in ritualised and ostentatious consumerist waste for social prestige. This is an excellent example of invidious consumption.

“Instead of striving to become good citizens, we have become good consumers and none are more vulnerable than our youth irrespective of cultural and ethnic differences”.

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