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A Critical Analysis of Media Discourse on Black Elite Conspicuous Consumption

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A Critical Analysis of Media Discourse on Black Elite Conspicuous Consumption A critical analysis of media discourse on black elite conspicuous consumption: The case of Kenny Kunene. By Kgalalelo Lebogang Morwe Submitted in fulfilment of the requirements for the degree MASTER OF ARTS In the Graduate School of Humanities School of Literature Language and Media Department of Media Studies University of the Witwatersrand, Johannesburg February, 2014 Supervisor: Dr. Mehita Iqani Abstract This study analyses the representations of the ‘new’ black elite’s conspicuous consumption using Kenny Kunene as an exemplary case study. It examines how the media represents the black elite; whether it condemns or celebrates their consumption. Using the qualitative methodology of Critical Discourse Analysis, the research unpacks the themes relating to the representations of Kenny Kunene’s conspicuous consumption patterns. The findings reveal that media representations present conflicted views on Kunene’s tastes. His consumption is represented as empowering on the one hand and alienating on the other. This research demonstrates how Kunene’s consumption patterns have fundamentally informed contested reflections, meanings and questions about life in post-apartheid South Africa. Questions of whether the accretion of wealth and display of conspicuous consumption is symbolic of the “arrival” of blacks after an era of deprivation and oppression. Whether the black elite’s conspicuous consumption patterns are representative of a morally perverted society or indicative of irresponsible and selfish disregard of the poor. The dissertation contributes to a body of literature on the black elite. It demonstrates how consumption of the black elite and in particular Kunene is fraught with ambivalence and is more complex than what the media discourse has illustrated. Through Kunene, the research shows how the black elite face a tall order between two polarities of being successful and being moral. In so doing, it contributes to an understanding of the ‘new’ class of the black elite and what the meanings attached to their consumption by the media are. It also contributes to an understanding that black elites’ consumption should not be reduced to simplistic binaries of empowerment or disempowerment. Rather it should be understood as involving both aspects of empowerment and disempowerment and not either-or. Key Words: Black elite, Kenny Kunene, conspicuous consumption, South Africa i Declaration I Kgalalelo Lebogang Morwe (Student number: 0712735p) am a student registered for MA by dissertation for the year 2013, hereby declare the following: I am aware that plagiarism (the use of someone else’s work without their permission and/or without acknowledging the original source) is wrong. I confirm that the work submitted for the assessment of the above course is my own unaided work except where I have explicitly indicated otherwise. I have followed the required conventions in referencing the thoughts and ideas of others. I understand that the University of the Witwatersrand may take disciplinary action against me if there is a belief that this is not my own unaided work or that I have failed to acknowledge the source of the ideas or words in my writing. Signature: ___________________________ Date: ________________ ii Acknowledgements I would like to thank Dr. Mehita Iqani for supervising this thesis and putting up with me and my imperfections, whose unwavering guidance and support nurtured my ideas into a full- fledged thesis. I thank my family and friends for the encouragement and support throughout this journey. To my late grandmother, Dikeledi Ruth Morwe, I dedicate this thesis to you. Last but not least I would like to thank God whose strength has nourished me from the beginning until the end of this research. iii Table of Contents Abstract ................................................................................................................................... i Declaration ................................................................................................................................. ii Acknowledgements .................................................................................................................. iii Table of Contents ...................................................................................................................... iv List of Tables ......................................................................................................................... vi List of Figures ....................................................................................................................... vi List of Appendices ................................................................................................................ vi Chapter 1: Introduction .............................................................................................................. 1 1.1. Background to the study .............................................................................................. 3 1.1.1. The R700 000 birthday bash .................................................................................... 5 1.1.2. A media biography of people who are represented in relation to Kunene .............. 6 1.2. Statement of Intention ................................................................................................. 8 1.3. Research Problem ........................................................................................................ 8 1.4. Research Questions ................................................................................................... 10 1.5. Rationale.................................................................................................................... 10 1.5.1. Why focus on the black elite? ................................................................................ 11 1.5. Structure and outline of the thesis ............................................................................. 12 1.6. Conclusion ................................................................................................................. 13 Chapter 2: Literature Review ................................................................................................... 14 2.1. Conspicuous consumption......................................................................................... 14 2.1.1. Cultural scholars approach to conspicuous consumption .................................. 16 2.1.2. Critical perspectives on conspicuous consumption ........................................... 18 2.2. Conspicuous consumption, representations, race, class and gender in the media .... 20 2.2.1. Representations of conspicuous consumption in the media .............................. 20 2.2.2. Conspicuous consumption and race in the media .............................................. 22 2.2.3. Conspicuous consumption and class in the media ............................................. 30 2.2.4. Conspicuous consumption and gender in the media .......................................... 33 2.3. Conceptual Framework ..................................................................................................... 35 2.3.1. Conflicting views on consumption .................................................................... 35 2.3.2. The media’s representations as a battlefield of the conflicting views on consumption...................................................................................................................... 39 2.4. Key concepts ..................................................................................................................... 40 iv 2.5. Conclusion ........................................................................................................................ 42 Chapter 3: Methodology .......................................................................................................... 43 3.1. Data Collection methods ................................................................................................... 43 3.2. Data Analysis methods ..................................................................................................... 45 3.3. Analytical Framework ...................................................................................................... 48 3.3.1. Analysis of linguistic elements .................................................................................. 48 3.3.2. Analysis of visual elements ........................................................................................ 49 3.3. Presentation of findings .................................................................................................... 51 3.4. Conclusion ........................................................................................................................ 52 Chapter 4: The “Big Man” ....................................................................................................... 53 4.1. Characteristics of Kunene’s representation as a “big man” .............................................. 53 4.1.1. The politically connected “tenderpreneur” ................................................................ 55 4.1.2. Royalty Tropes: “King” Kunene ................................................................................ 61 4.2. Race and gender stereotypes in Kunene as a “big man”: What accounts for these images? 78 4.3. Conclusion ........................................................................................................................ 82
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