Abstract:
A remarkable aspect of post-apartheid South African society is the hopes of a
better life, continued optimism and, at times, unrealistic aspirations that citizens
express in the context of marketing and value surveys. Whether during the high
end of the economic boom period in 2005 or in the midst of the more recent global
financial crisis, citizens, and in particular the youth, have articulated high expectations
(South Africa – The Good News 2005, 2009; Harris 1997). As far back
as 1997, however, a study by Harris reveals that whereas South Africans are
generally ‘happy’, there is also dissatisfaction with the current financial situation
of most households. ‘Nearly six out of every ten blacks chose points 1, 2 or 3 out
of 10 to describe their financial situation, i.e. indicating complete dissatisfaction’
(ibid.: 293). Harris argues that we should explain such discontent as resulting not
only from inflation and continued low wages, but also from ‘high expectations’
following South Africa’s first democratic election.
Description:
An earlier version of this
article was presented at the Third Local Economies Workshop at the Wits Institute for
Social and Economic Research (WISER), Witwatersrand University, as well as in the
Department of Anthropology and Archaeology, University of Pretoria.
