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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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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 17 September 2021

Cachacos and Levantados

Cachacos and Levantados

On the Politics of “Measuring Up”

(p.113) Five Cachacos and Levantados
El Mall

Arlene Dávila

University of California Press

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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