Ukukhothana: The Curious Case of Conspicuous Consumption and Destruction in an Emerging Economy

Abstract

This study investigates “ukukhothana” as a form of conspicuous consumption and destruction among poor black youth in South Africa. Ukukhothana is an isiZulu word and translates loosely as “to lick like a snake” (Nkosi, 2011) and those who engage in this activity are known as iZikhothane (“the lickers”). In highly-stylized public displays, competing crews gather to flaunt and taunt: they parade their wealth—typically luxury brands, but also cash—while boasting of their superiority. The displays culminate with acts of conspicuous destruction during which the luxury products are ripped, smashed, or burned. Based on qualitative research conducted in several townships, including depth interviews and observation, this study yields insights into the main features of ukukhothana as well as the drivers for engaging in this behavior. We conclude by comparing and contrasting ukukhothana to other forms of behavior.