| ID | 144348 |
| Title Proper | Where the whole city meets |
| Other Title Information | youth, gender and consumerism in the social space of the MEGA shopping mall in Aktobe, western Kazakhstan |
| Language | ENG |
| Author | Jäger, Philipp Frank |
| Summary / Abstract (Note) | The shopping mall entered Central Asia's commercial sector as a result of the economic transformation of post-Soviet space. Constructed near the centre of the city, the shopping mall overwrites the urban landscape, dominating it as a symbol of modernity. It functions as a gateway of global consumerist culture to the Eurasian steppe. Using the MEGA shopping mall in Aktobe, in western Kazakhstan, as an example, this article shows that the building acts as a stage for the construction of a new social and cultural space. This study focuses on the ways in which young women interact with the mall's spaces. The mall turns out to be a playground not only for children, but also for the whole younger generation, who come to this unique place to see and be seen. The mall became a hot spot of youth culture in the post-socialist worker's city by offering more than a mere shelter from dust and snow storms on the steppe. The available amenities made it a favourite place for meeting, consuming and dreaming. Young women especially are attracted to MEGA to experience the newest fashions and build social relationships. |
| `In' analytical Note | Central Asian Survey Vol. 35, No.2; Jun 2016: p.178-194 |
| Journal Source | Central Asian Survey Vol: 35 No 2 |
| Key Words | Gender ; Youth Culture ; Consumerism ; Urbanity ; Shopping Mall ; Social and Cultural Space ; Aktobe |