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04 March 2025 | Story Precious Shamase | Photo Kwanele Madonsela
Deputy Director   - Academy for Multilingualism with the school teachers showing off the donated Dictionaries
Dr Tholani Hlongwa (middle), Deputy Director of the UFS Academy for Multilingualism, emphasised that such initiatives promote a deeper appreciation of diverse perspectives while helping to overcome communication barriers among learners.

International Mother Language Day marks its silver jubilee, highlighting 25 years of linguistic diversity advocacy. On Friday 21 February 2025, the world observed the 25th anniversary of International Mother Language Day, a milestone celebrating a quarter of a century of efforts to promote multilingualism and cultural preservation.

International Mother Language Day, observed annually, promotes awareness of linguistic and cultural diversity and multilingualism. The UFS Qwaqwa Campus' 2025 event not only celebrated this diversity, but it also provided tangible support to the local education system.

The event placed a spotlight on the importance of mother tongue-based education (MTBE), particularly as the South African government and the Department of Education continue to roll out MTBE in the fourth year of schooling (Grade 4).

The day’s primary objective was to cultivate a welcoming environment where learners could share their languages and cultural identities, a vision that directly aligns with the UFS’ Vision 130. This strategic framework champions inclusivity, which aims to create platforms where diverse communities can interact and learn from one another, solidifying a sense of belonging for all.

A key feature of the commemoration was the distribution of 40 bilingual pictorial dictionaries to two local primary schools in Qwaqwa. Notably, one school caters for hearing learners, while the other provides education for Deaf learners, ensuring inclusivity in the initiative.

"This event was more than just a celebration; it was a powerful demonstration of inclusivity in action," stated Dr Tholani Hlongwa, Deputy Director from the UFS Academy for Multilingualism. "By bringing together Deaf and hearing learners, we are breaking down communication barriers and fostering a deeper understanding of each other's unique perspectives."

"This year's commemoration held particular significance, as we witnessed the continued progression of mother tongue-based education within our national curriculum," said Dr Hlongwa. "These bilingual dictionaries will serve as invaluable tools for both teachers and learners, fostering a deeper understanding and appreciation of their mother languages."

The distribution of these resources aimed to support teaching and learning directly within the beneficiary schools, reinforcing the university's commitment to community engagement and educational development.

The Academy for Multilingualism at the UFS plays a crucial role in promoting and researching multilingualism, and this event highlighted its dedication to advancing language equity. The University of the Free State continues to demonstrate its dedication to the development of the communities surrounding its campuses.

The event at Thiboloha School for the Deaf and Blind stands as a testament to the UFS’ commitment to building a more inclusive and equitable society. By fostering dialogue and understanding, the university is actively contributing to a future where all individuals feel valued and respected. This initiative has not only enriched the lives of the participating learners, but it also set a precedent for future collaborations that champion multilingualism and inclusivity within the broader community.

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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