Magister Artium - MA / The black middle class of South Africa has been the subject of academic and media fascination since the democratisation of South Africa almost 30 years ago. However, this attention tends to portray a one-dimensional and homogenous image of the black middle class. The homogenising of this group often involves derogatory stereotypes and framing the group as shallow, and prone to especially excessive conspicuous consumption and vulgar displays of wealth and material possessions. Implicitly or overtly, the black middle class is therefore not seen as a bona fide middle class, i.e. entrepreneurial, zealous, dynamic and enterprising in demanding social recognition. Through the lens of food and food culture (which uses Pierre Bourdieu’s theory of class and capital distinction), this thesis undertakes a phenomenological exploration of a group that is not only heterogeneous but also very energetically rebuilding a sense of self and dignity in the face of power relations, racism and stereotypes linked to colonialism, apartheid and post-colonial politics. The findings of this thesis reveal that black middle-class South Africans are determined to (a) affirm their belonging in society, (b) confirm their class standing and access to capital, and, (c) establish their individual identities as well as an individualised group identity. In the face of continuing inequality, unequal power relations and tense social relations, this group has developed strategies to mitigate and navigate these challenges. This thesis identified two key
strategies that are employed by black consumers both online and in the field: ‘eating without food’ and the ‘cultured palate’ (my terms). These two strategies empower practitioners to navigate foodscapes and social spaces as well as demonstrate their class belonging.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uwc/oai:etd.uwc.ac.za:11394/9011 |
| Date | January 2021 |
| Creators | Gysman, Pamella |
| Contributors | Lewis, Desiree |
| Publisher | University of the Western Cape |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Format | application/pdf |
| Rights | University of the Western Cape |
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