Understanding a Nation: A Social Segmentation of the Diverse South African Population.

This paper describes a study of South Africans' national perception and alignment to the dimensions of active citizenship, social cohesion and national pride. The study covers the 2017–2018 period and is based on a survey undertaken with a nationally representative sample. It identifies ten segments in the South African population that each point to distinct patterns of behaviour, attitude and opinion. Each segment displays a particular predisposition towards integration, social engagement and participative citizenship. The segmentation is defined by social and psychological characteristics and not demographics, although it offers demographic data on the composition of each group. The derived model yields significant insight into the national trajectory in the spheres of politics, civil society and the economy. It illuminates the dynamics of South Africa's pluralistic society and offers a platform for further political, social, economic and market research. [ABSTRACT FROM AUTHOR]