Looking back to look forward
Re-humanization through conspicuous consumption in four African masculine sartorial subcultures – from diamond field’s dandies to Izikhothane
Bibliographic Data
| ID | 6030381 |
|---|---|
| Authors | Jabulani Goodhope Mnisi (University of Johannesburg), Mthobeli Ngcongo (0000-0002-9309-7483, Department of Communication Science, University of Free State, Bloemfontein, South Africa, corresponding author) |
| Year | 2023 |
| Volume | 21 |
| Issue | 2 |
| Pages | 341-354 |
| Publication date | 2023-04-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | African Identities (JOURNAL) |
| Journal identifiers | ISSN: 1472-5843 • E-ISSN: 1472-5851 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/14725843.2021.1913094 |
| OpenAlex | W3157049145 |
| Language | EN |
| Citations received | 2 |
| References cited | 32 |
This article argues that the Via Daveytons, a sartorial subculture of Izikhothane from South Africa, which is infamous for its supposedly brazen destructive conspicuous consumption practices, can be rather usefully read as articulating practices that seek to rehumanize members amidst lives that are otherwise bereft of dignity. Among other conspicuous practices, Izikhothane behavior involves purchasing expensive designer clothing labels and favorite foods which are subsequently destroyed in full view of an audience, in ritual mock battles. In South Africa, it will be argued that the Izikhothane subculture can be interpreted as evidencing a resurgence of conspicuous conmsu merist cultures that include the South African ‘diamond field’s dandy’ of the mid-1880s in Kimberly and Johannesburg migrant Zulu miners called Oswenka of the 1950s. It can also be read to be related to the practices of other conspicuous consumerist cultures such as those of the Sape of the Congo. The study draws on relevant literatures on conspicuous consumption and rehumanization, tying these to Tullock’s tripartite structure of style-fashion-dress. It does this in order to make the argument that Izikhothane rituals and norms are communicative practices that rehumanize otherwise marginalized and discarded humanities
Aesthetics · Art · Clothing · Conspicuous consumption · Dignity · Ideology · Political science · Politics · Social science · Sociology · Tying · Veblen good · Crafts, Textile, and Design · Fashion and Cultural Textiles · Gender Roles and Identity Studies · Gender Studies · Law
Conspicuous Consumption and Race
Mundane Consumption and the Self
Consumption and Identity
Consumer Culture
After Identity
How Blacks Use Consumption to Shape their Collective Identity
Interpersonal control, dehumanization, and violence
Style—Fashion—Dress
Fashion, Time and the Consumption of a Renaissance Man in Germany
Conspicuous consumption and “race”
De- and rehumanization in the wake of atrocities
Sartorial excess in Mary Sibande's ‘Sophie’
Agency and affordability
Playfulness, “World”-Travelling, and Loving Perception
"Race" and Racism
From Intractable Conflict Through Conflict Resolution To Reconciliation
The New Black Middle Class in South Africa
Veblen, Bourdieu, and Conspicuous Consumption
Blatant benevolence and conspicuous consumption
The Economic Lives of the Poor
Paying the Piper
Conspicuous Confusion? A Critique of Veblen's Theory of Conspicuous Consumption
Race and Race Theory
The cinematic township
Races to consume
| Unique citing works | 2 |
|---|---|
| Citations per year | 0,5 |
| Citation span | 2022 - 2024 (3) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |