The aim of the Yfm research project was to show media people how little they know about the Yfm market.
Foshizi applied field research methodology and used digital video cameras to provide evidence that Yfm sees different youth segments, Yfm hears different slangs and languages, and uses all these languages to talk to these people, about what matters to them.
Our team of field moderators interviewed different youth segments across Gauteng in Sharpville, Rosebank, Sandton, Soweto, Attridgeville, Thembisa, Alexandra, Orange Farm, Wits, Jo'burg, Vosloorus and many others.
This resulted in a clear distinction between black youth segments such as amaBojwa, aboMrapper, AmaBEE, Mataliana and amaAfrozees.
