VOA标准英语2013--South Africa’s Black Middle Class on the Rise

 

South Africa’s Black Middle Class on the Rise

The Unilever Institute of Strategic Marketing¹ says the black middle class is now 4.2 million people strong, up from 1.7 million in 2004.

And many say their status is hard-won. "I just started to work hard, you know, basically to have the sort of values that will see you putting your nose to the grindstone, giving your best, that sort of thing," Abdeel said.

Spending by Abdeel and other members of the black middle class is estimated at more than $44 billion dollars a year -- eclipsing white middle class spending, which is stagnating².

While the middle class is still a small part of South Africa's 52 million people, researchers say it is significant - especially after decades of inequality under apartheid.

The Cape³ Town researchers said middle-class households make between $1,800 and $5,500 dollars a month.

Professor John Simpson, who headed the study, says the growth of the black middle class could improve South Africa's economy.

"For me, it is the one shining light in an otherwise quite a dismal⁴ world.  And so, our country's economy hasn't grown since 2008 in quite the way we thought it would.  But this group can actually make it grow further," Simpson said.

Thabang Ramogase, a marketer, says companies need to understand this emerging class before trying to sell to them.  

"People think that just because you're black middle class, your destination is to become like white people.  And that's far from it.  If anything, you just want the stuff that white people have.  And some of that stuff; not all of it as well.  There's a lot of mixing and matching.  There's some things I'll take and some things I won't take as a black middle-class consumer.  That's the first thing.  So: don't want to be white," Ramogase said.

The second point, he says, is that the black middle class is constantly evolving.  That has left some marketers and retailers⁵ playing catch-up to this young, hip⁶ demographic.

Yet inequalities remain -- and many South Africans still live in crushing poverty.  And some new members of the middle class say they're already disillusioned⁷ with their government.

"It encourages people to be corrupt⁸.  It doesn't encourage middle class.  It doesn't encourage  people to work.  Because, the more you work, the more you get taxed," Pheko said.

However, other up-and-coming black South Africans, like advertising⁹ account manager Belinda Mangila, say they’re optimistic.

"I think we still have a long way to go.  And I think the future is bright for anyone in this country," Mangila said.

Today, South Africa's emerging middle black class is asking for more -- more from the government, more from their service providers, and more from the companies that market to them.

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

2 stagnating   

v.停滞，不流动，不发展( stagnate的现在分词 )

参考例句：

• I feel I'm stagnating in this job. 我觉得，干这份工作我没有长进。
• ITT was stagnating when Geneen became the chief executive officer in 1959. 1959年吉宁出任行政总负责人时，国际电话电报公司正处于不景气时期。 来自辞典例句

3 cape   

n.海角，岬；披肩，短披风

参考例句：

• I long for a trip to the Cape of Good Hope.我渴望到好望角去旅行。
• She was wearing a cape over her dress.她在外套上披着一件披肩。

4 dismal   

adj.阴沉的，凄凉的，令人忧郁的，差劲的

参考例句：

• That is a rather dismal melody.那是一支相当忧郁的歌曲。
• My prospects of returning to a suitable job are dismal.我重新找到一个合适的工作岗位的希望很渺茫。

5 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

6 hip   

n.臀部，髋；屋脊

参考例句：

• The thigh bone is connected to the hip bone.股骨连着髋骨。
• The new coats blouse gracefully above the hip line.新外套在臀围线上优美地打着褶皱。

7 disillusioned   

a.不再抱幻想的，大失所望的，幻想破灭的

参考例句：

• I soon became disillusioned with the job. 我不久便对这个工作不再抱幻想了。
• Many people who are disillusioned in reality assimilate life to a dream. 许多对现实失望的人把人生比作一场梦。

8 corrupt   

v.贿赂，收买；adj.腐败的，贪污的

参考例句：

• The newspaper alleged the mayor's corrupt practices.那家报纸断言市长有舞弊行为。
• This judge is corrupt.这个法官贪污。

9 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。