Where the whole city meets: youth,gender and consumerism in the social space of the MEGA shopping mall in Aktobe,western Kazakhstan

ABSTRACT

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.