This article presents a qualitative discussion about the ways in which English-language media in South Africa labelled the Black middle class ‘new’ during the first decade of political freedom (the 1990s). The empirical approach is discursive, drawing on a corpus of archival media material in which the ‘new Black middle class’ is discussed and debated. The article argues that three key discursive trends are evident therein: the first claiming the new Black middle class as full of socio-economic potential (but also as immature and not capable of delivering on that potential), the second attempting to rehistoricize the Black middle class and the third accusing the class of materialism, greed and being ‘sell-outs’. These discursive themes are discussed in relation to relevant scholarly literature about ‘new’ middle classes. This article concludes that media narratives about the newness of the Black middle class were the site of the symbolic contestation and discursive construction of the consuming class in South Africa.