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Reviving the Ubuntu Spirit in Landscapes of Practice: Evidence from Deep within The ForestContemporary being is framed and marred by commodification and individualism according to many scholars (for example Žižek, 2015; Furedi 2006, 2010). Walk around any large city and you will see advert, upon advert, upon advert, targeting individuals, with commodified items or experiences which aspire to make the individual feel better. Adverts for family health insurance do not target the collective family unit – they target and appeal to the concerns, values, or feelings of the purchaser to act as a responsible individual towards their family. You can walk past a faith establishment and find how they have been commodified – “Church for Hire!” (see Wall and Perrin, 2015: p16)...