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06 February 2025 | Story André Damons | Photo Supplied
Dr Jared McDonald
Prof Jared McDonald, Assistant Dean: Faculty of The Humanities at the University of the Free State, obtained his first National Research Foundation rating in the C2 category.

Obtaining his first National Research Foundation (NRF) rating has been the goal of Prof Jared McDonald, Assistant Dean: Faculty of The Humanities at the University of the Free State (UFS), since 2020 when he was selected for the UFS Transforming the Professoriate Mentoring Programme.

Prof McDonald obtained a C2 rating recently and credits the programme, under the leadership of Dr Henriëtte van den Berg, who provided invaluable support and mentorship, for this achievement. This rating recognises Prof McDonald as an established researcher and he may enjoy some international recognition for the quality and impact of his recent research outputs. 

“I am delighted to have received a C2 rating. I was hoping to obtain a C2, so when I received confirmation, it felt really good. Since being recruited to the Transforming the Professoriate Programme I have been focused on producing a series of quality journal articles, and importantly, my first monograph. At times it was a struggle to balance the demands of being Assistant Dean in the Faculty of Humanities along with my teaching responsibilities,” says Prof McDonald.

He says obtaining the rating would not have been possible without the interventions of the programme, which assisted him in securing funding for a sabbatical. The encouragement of colleagues and family was equally valuable in helping him to keep his eye on the goal.


Research 

As a nineteenth-century historian, Prof McDonald’s, who is an Associate Professor in the Department of History, research includes topics ranging from the London Missionary Society’s missions to the San as well as the role of controversial missionaries in influencing public discourse on the right to legal equality and social inclusion for indigenous subjects of the British Crown. Another topic is the ways in which evangelical-humanitarian discourse inadvertently provided the justification for the transfer of San children to Cape colonial society. 

“In my publications, the key actors, including Khoesan, are revealed to have been exercising agency in response to a social and political context that was not of their own choosing, but to which they had to respond. The contradictions of the period, coupled with the prospects for blurring the social boundaries of an otherwise strict hierarchical society, provided the means for social manoeuvre and options for resistance from within the confines of the colonial state. I am continuing to explore these ideas in a series of upcoming journal articles and book chapters,” he says. 

The pressure, says Prof McDonald, is already on to retain his rating, and hopefully improve it, when it comes up for review in five years’ time. He is currently working on his second monograph, which is a historical biography of a controversial, but fascinating, missionary who played a notable role in South African history in the early nineteenth century. “The worth of any historical biography lies in the biographer’s ability to shed light on the circumstances, contingencies, and contradictions that shaped the contours of the protagonist’s life, thus illuminating the historical context,” concludes Prof McDonald. 

He seeks to relate his research to his approach to teaching by exploring innovative ways of making the past relevant to students today. This is motivated by the conviction that the elucidation of possibilities of agency in the past raises the prospect for students to engage with the meanings and possibilities of agency in the present.

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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