This thesis offers a critique of neoliberal transformation in South Africa, which process results in growing social inequality and political apathy among citizens. Many scholars have made political-economic and historical analyses of the neoliberal transition, emphasizing structural changes at work at a ‘macro’ level. However, little attention has been paid to changes that have taken place in South Africa at the ‘micro’ level – changes to individual subjectivity and gender codes. That said, the thesis opens by summarizing the above mentioned political-economic accounts of neoliberalism in South Africa, because such works are indispensable to understanding how the regime is embedded within and buttressed by major global institutions. Yet, to achieve a holistic grasp of ‘neoliberal South Africa,’ more is needed. A sociological investigation into the impact of neoliberalism on ordinary people’s self-identification uncovers deep cultural reasons for the continued perpetuation of this unjust political-economic system. Only if it can be understood why people comply with the system in the face of suffering, can effective counter-measures be proposed and implemented over time. This thesis is inherently transdisciplinary. The approach rejects the privileging of one discipline over others, and likewise cautions against collapsing or dissolving disciplines into one another. Instead, recognizing the valuable contribution that each discipline can make to critical scrutiny of a particular issue, a form of methodological transversalism is used to bring different disciplines into dialogue with one another. Following this interplay of structural and subjective analysis, the thesis uncovers the role that consumerism plays in the political neutralization of South Africans. Consumer culture, tied as it is to profitable accumulation, instigates the neoliberal ‘values’ of economistic calculation, competition, and social atomization. This ethos is inculcated in individuals, both at work and during leisure hours. Moreover, consumerism derives much of its power from its ‘sexual sell,’ the creation of fashionable and ‘exemplary’ models of masculinity and femininity. In South Africa, these hegemonic gender models serve to instill competitive individualism while derogating indigenous values. The thesis proposes that in order to counter neoliberal hegemony in South Africa, and begin reclaiming the cultural autonomy of its peoples, it is important to invigorate indigenous communitarian practices and norms. The original contribution of this thesis consists in placing the African ethos of ubuntu in transversal dialogue with global ecological feminist voices. Both political perspectives reinforce a liberatory alternative vision for a future based on principles of embodied relationality, care giving and protection of community.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:29729 |
| Date | January 2015 |
| Creators | Konik, Inga |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Arts |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DPhil |
| Format | XXX leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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