The Concept of Now

South African English (as with any variation of any language) has a number of quirks that have arisen from the context of the melting pot of cultures and languages of the region.  In South Africa these are not seen as quirks.  They are seen as the normal form of expression.

So it was that I came to America, knowing that language would be different, but not realizing that my common, everyday expression would be confusing to those around me.  Take, for example, the concept of "Now".  To a South African it is a concept rich in meaning and nuances.  I soon realized that most other cultures clearly do not experience the present as richly as do South Africans.

To help my friends from other cultures benefit from the richness of this simple word (and so that I don't have to explain myself for the thousandth time) I have posted this simple guide to the South African concept of Now - with clear examples to prevent misunderstandings when people visit the country.

In South Africa the word “now” is used in a number of different ways, and almost all of them refer to a time other than the present.

In most situations the word now actually means “next”

For example:

Guest:  “Would you please bring my bags to my room?”

Porter:  “Certainly sir, I’ll bring them now.”

In this example the porter is telling the guest that the request is next on his list of things to do.  This should not be confused with the concepts “mañana” or “African Time” which mean that it may or may not get done over the next day or two.  “Now” is a definite commitment to get it done as soon as I’ve finished what I’m currently busy with.

So, what if you need something done immediately?  

There are two ways of getting this message across:

Guest:  “Could you please bring my bags to my room right now?”

Porter:  “Certainly sir, I’ll bring them now”

Guest:  “Not now, please, NOW!”

In this example “right now” is a somewhat more polite than the strongly emphasized “NOW”.  However, notice that even when we assert ourselves in such a manner, we are never over-demanding and are sure to include "please" to ensure that the other person knows their assistance is valued.

What if you’d like something done sometime between one and two hours from the present? 

In these cases we use the phrase “just now”.  For example:

Guest:  “Could you bring my bags to my room?”

Porter:  “Certainly sir, I’ll bring them right now”

Guest:  “No need to hurry, I’m first going to get something to eat, you can bring them just now”

In the example the context indicates to the porter more or less how long he has before he takes the bags – probably about 1½ hours (we like to take our time eating).

When using the term “just now” it is important to place a slight emphasis on the word “just”.  It’s “just now”, not “just now” (which doesn’t convey any meaning at all).

If you’d like someone to take even more time doing what you asked (perhaps 2 - 3 hours) you can also stretch out the word “just”. For example:

Father on phone:  “Marie, when should I fetch you from the party?”

Daughter on cell phone:  “Juuuu………………..uuuust now, Pa, we’re having a really good time.”

Father:  “I’m coming RIGHT now!!”

In summary:  Now means “next on my list of things to do”, right now means “immediately” and just now means “at a definite point in the next couple of hours”.

Now, South Africa is a friendly country and it is a very important part of our culture not to inconvenience anyone.  So is there a way we can communicate that we understand the urgency, and are willing to help, but we have a lot to do and we don’t really know if we’ll be able to complete the task immediately? 

Yes, with the term “now-now”.  For example:

Guest:  “Could you arrange some Rugby tickets for Saturday’s game?”

Concierge:  “Certainly ma’am, I’ll need to make a few calls.  When do you need them?”

Guest:  “I’m not in a hurry, but it would be good to know if you have them so I can arrange my week.”

Concierge:  “No problem, ma’am, I’ll call you back now-now”

This means that the concierge will get back to you as soon as he has been able to get the information, but it might take a little longer than usual because there are a number of things he has to do to accommodate your request.  The use of the double “now” actually softens the meaning of “now” instead of intensifying it.  Another translation for “now-now” might be “in due course”.

This should not be confused with the term “now now” when spoken in a cautionary tone.  For example:

Bar Patron #1:  “Have you seen that girl at the end of the bar?  I’m going to get her number.”

Bar Patron #2:  “Now now Frik, she’s an England supporter, we don’t want to consort with the enemy!”

Also not to be confused with the term “now now” when spoken in a comforting tone.  For example:

Bar Patron #1:  “Can you believe it?  She slapped me!”

Bar Patron #2:  “Now now Frik, cheer up, it’s for the best.  Let me buy you another beer.  You’ll feel better now-now.”

Final note:  all of these terms can be used in the past tense as well.

For example:

Guest:  “Did you take my bags to my room?”

Porter:  “Yes sir, I took them just now.”

Guest:  “Really?  Because I was up there now, and I didn’t see them.”

Porter:  “Right now?”

Guest:  “Well, now-now.  On my way between the spa and the gift shop”

Porter:  “Oh, I probably just missed you.  If you go up now, you’ll find them”

Guest:  “OK, sorry!”  (always apologize after questioning a person’s actions – although that’s another subject altogether)

Porter: “No problem, sir, enjoy your stay”