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09 May 2019 | Story Eugene Seegers | Photo Johan Roux
Jan-Albert van den Berg
Prof Rantoa Letšosa, Dean of the Faculty of Theology and Religion; Prof Jan-Albert van den Berg; Prof Kobus Schoeman, Head of the Department of Practical and Missional Theology; and Prof Engela van Staden, Vice-Rector: Academic.

“Have we — have I — thought sufficiently about the deeper and sacred meaning of everyday life?” Intriguingly, this was how Prof Jan-Albert van den Berg concluded his inaugural lecture on 28 March 2019. During this journey, Prof Van den Berg took his listeners via the scenic route, starting with a mere outline of the divine — first a sketch, then a drawing, until a fully-fledged painting emerges — ending with a manifestation of glory as seen by each individual.

Faith in popular culture

“Practical theology,” said Prof Van den Berg, “implies a specific sensitivity and feeling for the description and meaning of practice and praxis. The use of narratives is one possible way of understanding and documenting a specific involvement in praxis.”

As an object lesson from popular culture, Prof Van den Berg cited the now-infamous-yet-ultimately-beneficial amateur restoration of the Ecce Homo by octogenarian Cecilia Giménez in Borja, Spain. The original fresco, ‘Behold the Man’, was painted in 1930 by Spaniard Elías García Martínez. By 2012, the artwork had suffered the ravages of time, until Giménez’s enthusiasm for art restoration happened to it. At first, the historical society and local townsfolk were up in arms. However, since 2012, Borja’s flagging tourist industry has been revived, and the proceeds from the picture’s fame help to fund not only a local museum but a care home for the elderly as well. 

The entire debacle quickly went viral on social media and the internet, leading Prof Van den Berg to comment on the underlying significance of social media as a field of praxis. As a nod to this aspect of modern culture, he specifically used hashtags (#sketching, #drawing, #painting, #tweetingGod, #findingthesacred) for the subtitles of his lecture. He said, “This is how the Twitter world in particular talks about God, in order to express multiple and compound understandings of daily life.” 

Evergreen Bible student

Prof Van den Berg’s love of practical theology dated back to his days as a student, when he said he learnt that “theology was not just a noun but a verb”. He said: “Practical theology’s description of the Divine in everyday life represents, for me, the relevance and topicality with which I associate theology.” He added that the title of his inaugural lecture directly relates to this understanding, as much as it can be strongly associated with his recent doctoral thesis at the University of Queensland, entitled Tweeting God: A practical theological analysis of the communication of Christian motifs on Twitter.

Expressions of faith in the mundane

In answering his question, mentioned at the outset, Prof Van den Berg said: “Perhaps there is more to be seen, heard, and read in everyday-life texts of the Cecilias of the world who take up their ‘paintbrushes’ ”. Stating that formal theological language has, in certain aspects, lost some of its impact and that many people have turned a deaf ear to the articulation of these truths, Prof Van den Berg concluded that “one must envision possible alternative descriptions, in the form of existing practices of #tweetingGod, finding the sacred in everyday life”.



News Archive

Out-of-the-box thinking a plus for next generation of agribusiness leaders
2017-07-07

Description: Agribusiness leaders Tags: Agribusiness leaders 

The winners of the 12th IFAMA International Student
Case Competition from Team South Africa are from
the left: JW Swanepoel, University of the Free State,
Melissa van der Merwe, University of Pretoria,
Heinrich Jantjies, Stellenbosch University, and
Johann Boonzaaier, also from Stellenbosch University.
Photo: Supplied



The International Food and Agribusiness Management Association’s International Student Case Competition, in its 12th year, brings together students from around the world to demonstrate their investigative and problem-solving skills to provide innovative solutions to practical problems.

JW Swanepoel, a PhD student at the Centre for Sustainable Agriculture at the University of the Free State (UFS) was part of an advanced case study team, representing South African universities, who won IFAMA’s International Student Case Competition. Swanepoel also presented results from his PhD study at IFAMA’s conference in Miami, Florida, where the winners were announced.

Competition a global stage to showcase solutions

The competition provides a global stage for students and their associated universities to showcase the next generation of agribusiness leaders.

This year the featured agribusiness was Bayer Crop Science. Although this company managed to expand its global footprint through its Food Chain Partnership, it faced some challenges to expand in emerging economies through small-scale farmers. Being from the African continent, Swanepoel and his team not only understood Bayer’s unique challenge but could also pre-empt some of the potential problems faced by agribusinesses that wanted to grow their footprint in emerging economies. This provided them with a competitive advantage in going head-to-head with some of the best universities in the world such as Purdue, Wageningen, Michigan, Texas A & M and Santa Clara to mention just a few.

The South African team’s presentation “Selling Lindiwe’s story” told the story of a small-scale woman cassava farmer in Mozambique who, after the death of her husband, became the main breadwinner. The South African team indicated how Bayer could play a major role in not only selling chemicals to these farmers but even more importantly to change the stories of small-scale farmers like Lindiwe. They recommended a strategic partnership with AB InBev as the main buyer for the cassava produced by these small-scale farmers, as a cheaper beer base substitute. They also recommended a local partner (Value Chain Insights) that understood the political, social and economic environment of these countries to facilitate the relationships between Bayer and its small-scale farmers.

Understanding the challenge a competitive advantage

According to the panel of judges, the innovative approach and motivations for investing in strategic partnerships with AB InBev and Value Chain Insights went beyond financial benefits, to include corporate social responsibility and rural development. Lindiwe’s story was, however, the decisive factor. The South African team was the only team to put a face and a story to the often invisible small-scale farmers.

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