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30 May 2025
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Story Prof Mikateko Mathebula
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Photo Supplied
Pictured (from left to right): Prof Faith Mkwananzi, Dr Kapambwe Mwelwa, Prof Lochner Marais, Prof Chikumbutso Manthalu, and Prof Mikateko Mathebula.
Through collaborative agreements with the University of Malawi and the University of Zambia, the University of the Free State (UFS) has established the Research Alliance for Higher Education in Africa (RAHEdA), a dynamic initiative aimed at enhancing research capacity and partnerships within Sub-Saharan Africa.
The collaborative agreements align with the UFS’s Vision 130 strategy in relation to internationalisation, emphasising the important role that intra-African mobility visits play in establishing relationships with universities on the continent. It also fosters knowledge exchange and engagement and allows for careful planning and strategy meetings.
“During these discussions, an ambitious but feasible roadmap was laid out for the next three to five years,” Prof Mkwananzi said. “These activities include online workshops for staff and postgraduate students at all partner institutions, and a new webinar series that focuses on profiling, advancing, and celebrating thought leaders, higher education scholars, and scholarship in Africa.”
The inaugural webinar was held on 21 May 2025. Speaker Prof Siseko Kumalo, Associate Professor at the University of Johannesburg’s Ali Mazrui Centre for Higher Education Studies, spoke on ‘Orality as the Bulwark of the Humanities?’, set the bar high for the webinar series through his compelling and original response to this timely question, as scholars around the world contemplate appropriate responses to the rise and influence of artificial intelligence in higher education teaching, learning, and assessment.
Funding to support RAHEdA has been generously provided by Prof Melanie Walker, Distinguished Professor and SARChI Chair in Higher Education and Human Development.
• For information on how to get involved and for updates on RAHEdA, please contact Prof Mikateko Mathebula at MathebulaM@ufs.ac.za
Dying of consumption: Studying ‘othering’ and resistance in pop culture
2014-10-31
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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”.