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16 January 2025 | Story Dr Cindé Greyling | Photo Supplied
Green Futures Hub
Prof Wayne Truter, who is leading the Green Futures Hub at the UFS, highlights that mining and agriculture are important yet competing industries in South Africa. The hub aims to find sustainable ways for them to coexist.

Our earth is very resilient, and a green future is possible, but we must make changes. At the forefront of this mission is the Green Futures Hub, spearheaded by Prof Wayne Truter at the UFS. Prof Truter holds a PhD in Integrated Agricultural and Environmental Sciences, with more than 25 years of experience. He is a leader in the field of forage, pasture, and land regeneration – particularly those impacted by mining. 

The Green Futures Hub is a virtual platform that bridges academic research and industry gaps, aiming to solve real-world challenges with scientific insights. It is designed to showcase and integrate the research happening across various disciplines at the University of the Free State (UFS), making it accessible to industry and communities alike. “People often lose faith in academic institutions, thinking that the research done there has no practical value,” Prof Truter notes. “The Green Futures Hub aims to change that by making scientific findings accessible and relevant to daily life.” 

This platform offers a unique opportunity for industries to connect with researchers working on solutions related to climate change, sustainable agriculture, or environmental rehabilitation. “Our hub is a space where industries can come to us with their challenges, and we can offer solutions based on research,” Prof Truter explains. “It’s about creating real impact.” 

Collaboration and integration are central to the Green Futures Hub’s approach. “Through interdisciplinary collaboration and a commitment to environmental stewardship, we want to develop solutions to the complex development challenges related to ecosystems, agroecosystems, water resources, biodiversity, infrastructure, and communities,” says Prof Truter. 

One of the hub’s projects that is close to Prof Truter’s heart, is the future coexistence of mining and agriculture. Mining and agriculture are two important industries in South Africa, often competing for land. However, the hub seeks to bridge this gap by exploring how these industries can coexist sustainably.  

“The future coexistence of mining and agriculture is critical,” says Prof Truter. “While mining often uses the land intensively, they have the responsibility and capability to rehabilitate it for agricultural use, ensuring that it is as productive – if not more – than it was before. Farmers and miners have much to gain from each other,” he explains. “By partnering with industries, we can help rehabilitate the land that has been mined, and in turn, farmers can harness and bring back the productivity to that land with the financial inputs of mining companies.” 

Prof Truter also emphasises the importance of science communication. “We need to do better at communicating the value of the research we’re doing. Many times, industries don’t understand the significance of what we’re working on because it’s not explained in a way that resonates with them. The hub ensures that research findings are accessible, understandable, and applicable to real-world issues.”  

The Green Futures Hub is more than just a research platform; it is a testament to the power of collaboration between academia and industry. “We’re not just conducting research,” Prof Truter concludes, “we’re developing solutions.” 

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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