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25 June 2025 | Story Andre Damons | Photo Andre Damons
Prof Matlalepula Matsabisa
Prof Motlalepula Matsabisa, renowned African Traditional Medicine expert and pharmacology researcher from the University of the Free State (UFS) will co-chair the World Health Organisation Global Traditional Medicine Summit steering committee.

Prof Motlalepula Matsabisa, renowned African Traditional Medicine expert and pharmacology researcher from the University of the Free State (UFS) has recently been elected a co-chairperson of the World Health Organisation (WHO) Global Traditional Medicine Summit steering committee. The other co-chairperson is Dr Goh Cheng Soon from Malaysia. 

The steering committee, which is appointed for one year, will help the WHO to organise the WHO Traditional Medicines Global Summit taking place later this year in New Delhi, India. The steering committee is also an advisory body to the WHO and the Global Traditional Medicine Centre to provide reviews and recommendations for the WHO Traditional Medicine Global Summit coordination, propose summit sessions and session speakers. This committee has 15 members from South Africa, Malaysia, Saudi Arabia, Ghana, India, China, Bhutan, Germany, Brazil, Egypt, New Zealand, US, Netherlands, Switzerland and Bolivia.

Prof Matsabisa, Research Director of the African Medicines Innovations and Technologies Development (AMITD) platform at the UFS, is also the chairperson of the WHO Africa Regional Expert Advisory Committee on Traditional Medicine (REACT)

 

Responsibility of the committee 

“Once more this is an honour for me to take this task and lead a group of experts – not just from the African continent where I am currently the chairperson of the WHO Afro REACT committee, but now I chair experts from all the continents and all six WHO geographical regions – namely Africa (Afro), the Americas (AMRO), the eastern Mediterranean (EMRO), Europe (EURO), South East Asia (SEARO) and the Western Pacific (WPRO). I chair a worldwide group of experts,” says Prof Matsabisa. 

According to him, the committee will work with WHO to design the summit programme, identify summit sessions and session speakers, as well as recommend ministers to be in the round-table discussions. The committee will also be responsible for the design of the exhibitions that will showcase traditional medicine products and practices across all six WHO regions. The identification of the sessions will be around action and delivery on the priority agenda from the past 2023 WHO Global summit as well as from the deliverables of the WHO 2025-2034 Traditional Medicines strategy. 

The theme for the WHO Traditional Medicines Global Summit is “Restoring balance for people and planet. The science and practice of health and well-being”. They anticipate attracting 6 000 people, from all over, to attend the summit with at least 1 000 in-person attendees and another 5 000 online participants. 

The committee will look at the first WHO 2023 Traditional Medicines Global summit and its Gujarat Declaration where the Traditional Medicine (TM) priority agenda was set – this priority agenda included global leadership, research and evidence, universal health coverage (UHC), primary health care (PHC) health systems, data and routine information systems, biodiversity and sustainability.

 

Market the UFS 

When a call for applications to serve on the steering committee went out, Prof Matsabisa applied and was later approached by the WHO to chair the steering and advisory committee. “I see this as an opportunity to serve the WHO and use my knowledge and skills to serve the world. I felt very honoured to have been approached for such an important job and role to undertake. As a chairperson, I will guide the committee, take responsibility for the planning and implementation of the summit. I will market the summit. I shall be the direct link between the WHO in Geneva and the committee.”

Prof Matsabisa indicated that he will use the chairmanship to market and internationalise the UFS AMITD programme and give it a further global outlook. He will also find new collaborators and potential funders and investors for projects and activities of the UFS and secure activities that will help find and fund global postdoctoral fellows and visiting scholars. This will be good for the AMITD platform.

“The steering committee shall set the 2nd WHO Traditional Medicine Global Summit theme for scale up learning, collaboration and action,” says Prof Matsabisa. “Therefore, the committee will design the summit programme to address these and take themes and discussions from high-level political commitments, building on UNGA, WHA, G20, BRICS, and AU etc. Launches of the WHO Global TM Library on Traditional Medicine; WHO Bulletin special issue on Traditional Medicine; TM Innovation and Investment Initiative; Global TM Research Roadmap; Global TM Data Network; and Learnings from Indigenous Knowledge will also take place.”

Furthermore, advancements of healthy ecosystems and TM integration and encouraging indigenous people's knowledge exchange; and AI and TM governance course/ brief as well as the advancing of cross-cutting frameworks for TM-related ethics, rights, IP, equitable access and benefits are on the agenda. 

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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