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El MallThe Spatial and Class Politics of Shopping Malls in Latin America$
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Arlene Dávila

Print publication date: 2016

Print ISBN-13: 9780520286849

Published to California Scholarship Online: September 2016

DOI: 10.1525/california/9780520286849.001.0001

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Cachacos and Levantados

Cachacos and Levantados

On the Politics of “Measuring Up”

Chapter:
(p.113) Five Cachacos and Levantados
Source:
El Mall
Author(s):

Arlene Dávila

Publisher:
University of California Press
DOI:10.1525/california/9780520286849.003.0006

This chapter examines “middle classness” and upwardly mobile identities in Bogotá. Bogotáno believed that one's class status was paramount to individual self-construction: from one's clothing to one's “putting together” as well as how one carries themselves in his/her clothes. On that note, greater accessibility to shopping malls and to cheaper consumer goods does increase the realm of a person's social maneuvering. The chapter presents the ways in which the status and social position of new middle classes with access to shopping malls remain circumscribed in a larger context of social differentiation that continues to reproduce the cultural hegemony of a living and imagined traditional Bogotáno elite.

Keywords:   middle classness, Bogotá, middle class, Bogotáno, class status

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