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12 March 2025 | Story Precious Shamase | Photo Supplied
Sanelisiwe Khumalo
Sanelisiwe Khumalo, the newly elected member of African Union Student Parliament.

The University of the Free State (UFS) Qwaqwa Campus is radiating with pride as Sociology master's student, Sanelisiwe Khumalo, has been elected to the prestigious African Union Student Parliament (AUSP). This achievement highlights the exceptional calibre of students nurtured within the institution, demonstrating their potential to effect significant change on a continental scale.

 

African Union Student Parliament welcomes UFS representative

Khumalo's election is testament to her academic excellence, unwavering leadership, and profound dedication to student representation. As a student in the Department of Sociology, she has consistently displayed a keen understanding of complex social issues and a fervent passion for driving positive change.

The AUSP serves as a vital platform for student voices across Africa, providing a space for young leaders to engage in meaningful dialogue, advocate for student rights, and contribute to shaping higher education policies. Khumalo's presence in this esteemed body will undoubtedly bring invaluable perspectives, representing the interests of UFS students with distinction.

"Congratulations, Sanelisiwe Khumalo, on your remarkable achievement," remarked Divane Nzima, Senior Lecturer and Subject Head of the Department of Sociology in the Faculty of The Humanities. "Being elected to the African Union Student Parliament is an indication of your dedication to contributing towards positive social change. As a Sociology master’s student at the University of the Free State, you have made us immensely proud. We wish you strength and wisdom to inspire change across the continent."

 

UFS sociology student inspires change on continental stage

Khumalo’s journey is a shining example of the transformative power of education and the boundless opportunities available to students on the UFS Qwaqwa Campus. Her success story embodies the university’s commitment to fostering a supportive and empowering environment where students can thrive and reach their full potential, aligning with the UFS’ Vision 130 as a student-centred institution focused on excellence and impact.

Adding to her impressive journey, Khumalo participated in an enriching exchange programme at the University of Education Freiburg in Germany last year. This collaboration, formalised through a Memorandum of Understanding (MoU), has opened doors for students, staff, and faculty members to engage in valuable academic and cultural exchanges.

Khumalo was an early beneficiary of this partnership and spent four months in Freiburg, immersing herself in the vibrant academic and cultural landscape. "The opportunity to study at the University of Education Freiburg was a dream come true," Khumalo shared. "The university's reputation for innovative teaching methods and its commitment to fostering a diverse and inclusive learning environment were incredibly appealing."

This experience, coupled with her dedication and leadership, has prepared her for the challenges and opportunities that lie ahead in the AUSP. Her journey serves as an inspiration to fellow students, demonstrating that with dedication, passion, and a commitment to excellence, they can achieve their dreams and contribute to shaping a better future.

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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