Mass Market

Better Blacks – The new Black diamonds

These people are a breed of black South Africans that are assumed to have made it out of the everyday struggles (considering our vile past as a country) that the normal South African would have to forge their way through. There is an unannounced criteria that you will be assessed by the mass market if you as a black African fall into this notion or not.

Better blacks are part of the educated bunch and with that said they have appropriated certain European trends such a speaking the English language with the “correct” accent and to some extend have a grandiloquent vocabulary only that serves to confuse you in conversation. Let’s be honest conversation is really meant to be understood and heard but better black will see the need to whip out their learned English ‘during the people’. Bearing in mind that most spoken language in South Africa is isiZulu.

They are sometimes referred to as the “Please Pass Me the Sugar”, they know that table manners are supreme and one cannot use their long hands to stretch over the table to grab the sugar but has to politely ask the person at the other end to pass the sugar, that’s where their polished streaks kick in.  They are assumed to hold different political views in contrast to the mass, views that the right winger vouch for.

Their share of wallet is assumed to be larger because better blacks will not be seen at “doggie” chill out spot such as taverns, African restaurants serving traditional food because they prefer to go to Marble restaurant, Rockets and Lolita’s to name a few. Those places better serve their appetite in contrast to where the “riff raff” would go to.

There is nothing wrong with better black, essentially we all strive to better and reach the next level. The notion becomes problematic when we use it to look down on the less fortunate.

About Author

Khanya Mali is a marketing and brand communications enthusiast with a penchant for building brands on both client and advertising agencies and a “creative” in his own right. “Insights are the bark to every wondering creative work”
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