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29 October 2025 | Story Tshepo Tsotetsi | Photo Kaleidoscope Studios
EDSA Prestige Awards
From left: Dr Temba Hlasho, Executive Director: Student Affairs; Jane Mpholo, 2025 Student of the Year; and Prof Noluxolo Gcasa, Guest Speaker, at the 2025 EDSA Prestige Awards.

The Division of Student Affairs at the University of the Free State (UFS) brought together students, staff, and senior management on Friday 24 October 2025 for the fourth edition of the Executive Director: Student Affairs (EDSA) Prestige Awards – an evening dedicated to recognising students whose leadership, creativity, and commitment are shaping a more inclusive university.

Held at the Bloemfontein Campus, the ceremony honoured outstanding students across all three campuses who have excelled through academic performance, community engagement, and innovation. From sport and residence life to student governance, counselling, health and wellness, social support, and the Centre for Universal Access and Disability Support, each award reflected the depth of student impact within the university community.

 

A night that belonged to students

Dr Temba Hlasho, Executive Director of Student Affairs, said the awards serve as a reminder of the values that underpin the UFS journey toward Vision 130. “By recognising and rewarding excellence,” he said, “we reinforce the culture of achievement and innovation that drives our students.”

He congratulated the winners for their perseverance, describing them as “dreamers who never give up” – borrowing the words of Nelson Mandela – and encouraged them to remain ambassadors of the university’s spirit of excellence.

Guest speaker Prof Noluxolo Gcaza, Associate Professor from Nelson Mandela University, reflected on the meaning of excellence in her keynote address. “Excellence is a way of being,” she said. “It’s not about recognition at the end – it’s the fruit of your quiet perseverance. Whether your name is called or not, your contribution adds to the living story of this university.”

The highlight of the evening was the announcement of the EDSA Student of the Year, celebrating students who embody global citizenship, academic distinction, leadership, and community engagement.

Jane Mpholo-Mehlape, an Honours in Drama and Theatre Arts student specialising in Theatre for Young Audiences and Directing, earned the top honour. A multi-award-winning theatre-maker, filmmaker, and social entrepreneur, she uses the performing arts to confront social issues, create employment, and mentor young people.

“It feels surreal,” she said after receiving her award. “For years I’ve poured everything into my work, so this recognition affirms that what I’m doing matters… that we are seen.”

Coming from the performing arts, she added, the recognition carries special weight. “People often see performance as just entertainment,” she said. “But art can give people voices and opportunities. This award recognises leadership, transformation, and community – and those are everything that I am.”

Joining her were Thabang Mahlangu, a Human Resource Management student and member of the Shimlas rugby team, who received the first runner-up honours for his contributions to sport, leadership, and community engagement, and Mbalenhle Thungo, a Bachelor of Administration student from the Qwaqwa Campus, who was named second runner-up. Thungo is an entrepreneurial student leader serving as the Deputy Chairperson of the Faculty of Economic and Management Sciences Student Council.

Together, the winners represent the diverse ways in which UFS students continue to demonstrate excellence: not as a goal, but as a way of being that reflects the heart of the institution.

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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