South Africa, Aug. 22 -- But the moment someone posts "ordinary" middle-class content, think basic grocery hauls, suburb jogs, or budget travel vlogs, the reception is icy at best, mocking at worst.

This begs the question: why is it that in South African social media culture, poverty and wealth are seen as "authentic," while middle-class life is not?

The economics of relatability

South Africa is undeniably one of the most unequal countries in the world. Just recently our president asked why there is still a huge inequality gap, strange for us to answer that. However, for most, poverty is not abstract, it is a lived experience. Content reflecting the hustle, the grind, and the resilience of survival resonates deeply because it reflects ...