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10 November 2025 | Story Precious Shamase | Photo Supplied
Zandile Mncube
Dr Zandile Mncube presenting her research at the International Mountain Conference (IMC2025) at the University of Innsbruck, Austria.

In a remarkable milestone for both her academic and personal journey, Dr Zandile Mncube, a 27-year-old newly conferred PhD graduate from the University of the Free State (UFS), recently presented her research at the prestigious International Mountain Conference (IMC2025), hosted by the University of Innsbruck, Austria. The event marked not only her debut on the global research stage but also her first international trip and first flight – an experience she described as transformative. 

 

A mountain of research: From UFS weather stations to the global stage

Dr Mncube's journey to this international platform began with encouragement from Prof Ralph Clark, Director of the Afromontane Research Unit, and Dr Melissa Hansen, Lecturer in the Department of Geography, who recognised her potential and urged her to submit an abstract to the conference. 

"Prof Clark proposed that I write an abstract for this conference," Dr Mncube explained. “I had been managing the UFS weather stations and had just begun using their data, so I based my abstract on that work.” 

Her submission was accepted, earning her the opportunity to showcase her research alongside an impressive array of global scholars. The IMC2025, held biennially, brings together experts from across the world to discuss diverse aspects of mountain studies. Dr Mncube formed part of a strong South African delegation that included two students from UFS and one from the University of Cape Town (UCT).

"It was inspiring to see how diverse and multidisciplinary the field is," she said. "It was good to see that, as South Africans, we do fit into the global research stage and can hold our own through the quality of our work.”  

 

Vision for the future: expanding research horizons 

Having been part of the UFS community since 2017 - serving in various roles from student assistant to her current practical and research position – Dr Mncube is now looking ahead to further her research career.

"I want to explore more on the research side of things," she shared. “While I’ve gained valuable experience that could lead to lecturing, my immediate goal is to deepen my involvement in research and fieldwork within Geography.”   

 

A transformative experience and a call for greater support

Describing her participation at the IMC as a "transformative experience, both professionally and personally," Dr Mncube reflected on how it broadened her understanding of global scientific collaboration and highlighted the vital contribution of African researchers. 

She noted there remain "notable gaps in data and contextual understanding that African researchers are uniquely positioned to address," particularly in underrepresented mountain regions.

Dr Mncube strongly advocates for more South African students to be supported in attending international conferences. She observed that several of her peers at the IMC had earned recognition through the Southern African Mountain Conference 2025 (SAMC), further illustrating the value of regional and international engagement. 

"If more students are supported to attend conferences like IMC, it could open doors for them to engage in global research and collaborations that extend far beyond our borders," she said. 

Expressing her heartfelt appreciation, she concluded by thanking Prof Clark and Dr Hansen for their guidance and support, which made her international debut possible.

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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