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28 May 2025 | Story Lilitha Dingwayo | Photo Lunga Luthuli
Lunga Luthuli
From left to right: Larshan Naicker, Deputy Director: Teaching and Learning, UFS Library and Information Services; Jeannet Molopyane, Director: UFS Library and Information Services; Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation; Keitumetse Eister, University Librarian: Central University of Technology; and Dr Monde Madiba, Deputy Director: Collection Development and Management, UFS Library and Information Services

In a celebration of academic excellence, the University of the Free State (UFS) hosted its first multidisciplinary Library and Information Services Honours and Undergraduate Research Conference (LISHURC) on the Bloemfontein Campus on 23 May 2025. The event offered undergraduate and honours students a unique opportunity to present their research in a professional academic setting.

As a collaborative initiative between faculties and Library and Information Services, the conference served to intellectually stimulate young scholars while promoting scholarly engagement among both students and lecturers. 

Distinguished UFS leaders, including Prof Vasu Reddy, Deputy Vice-Chancellor for Research and Internationalisation, and Prof Matseliso Mokhele-Makgalwa, Vice-Dean Research Engagement and Internationalisation in the Faculty of Education, were in attendance as guest speakers.

Prof Reddy highlighted the university’s commitment to ensuring that student research reaches a global audience through open-access platforms such as KovsieScholar. 

“I encourage you to embrace this opportunity not only as a moment of recognition, but as a stepping stone toward future research, postgraduate studies, and professional impact,” he said.  

Prof Mokhele-Makgalwa commended the university’s inter-faculty collaboration, led by Library and Information Services, in creating a platform that nurtures academic inquiry. Reflecting on the growth of the initiative since its inception in 2019, she acknowledged its success in 2025 as a milestone.  

“We must also consider the broader purpose - preparing our students not only as researchers but as global citizens, leaders, and innovators,” she said, adding that critical thinking, problem-solving, and strong communication skills are essential in today’s academic and professional landscape. 

Among the student presenters was Langelihle Malaza, an honours student in Information Systems from the Faculty of Natural and Agricultural Sciences, who shared his insights into his group’s project: 

“Our group focused on designing a centralised digital platform - a website that would serve as a hub for both educational resources and communication for users involved in the Information Technology Service Learning (ITSL) programme.”  

The team also acknowledged the instrumental support of Dr Rouxan Fouche, lecturer in the Department of Computer Science and Informatics, for his valuable guidance on both content and presentation. 

Attendees praised the event for its inspiring atmosphere and academic depth.  

“I am always interested in learning what other students are researching. When I saw this event, I knew I had to attend - and it exceeded my expectations,” said Jabulile Maseko, a master’s student in Zoology.

This event exemplifies the UFS’s commitment to cultivating research excellence and aligns with the institution's Vision 130 – a roadmap to producing globally relevant graduates who are ready to make a difference. 

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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