Lost in Mall: An Ethnography of Middle-Class Jakarta in the 1990s

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In this study, based on extensive anthropological fieldwork throughout the 1990s, an "emerging new middle class" is examined as a socio-cultural phenomenon. Despite a global orientation and a taste for democracy, its members seemed to have internalized the New Order along with some lingering late-colonial notions as their guidelines for life. How "new" was this new middle class anyway? Lifestyle and material culture practices in the suburb of Bintaro Raya--in public space as well as in the intimacy of living rooms--illustrate the everyday ambiguity of people who appear to be trapped in their imagined middle-classness: they were "lost in mall".