From identity to distinction: how global car brands construct new cultural identities and social boundaries in Kazakhstan

Abstract

This capstone project studies global automotive brands in Kazakhstan. It examines how brands, through media content on Instagram, shape new cultural and social identities, as well as how consumption of global car brands shapes and reinforces class differences. During the Soviet era, Kazakhstan’s car market was extremely limited, and only a small portion of the population had access to personal vehicles. Today, however, with economic growth, expanded credit opportunities, and the rise of the middle class, more people can afford purchasing cars. At the same time, the Kazakhstani market is overloaded with different global car brands, each offering their own symbolic narratives of success, freedom, and modernity. As a result, cars have grown increasingly popular and socially meaningful among consumers. In this case, the question of what car brands Kazakhstani consumers prefer and why becomes not only an economic, but also a social one. To address research questions this project draws on three main theoretical frameworks. First, Pierre Bourdieu’s (1984) concepts of habitus and distinction demonstrates how individuals’ social position and cultural capital influence his choices and shape taste. Second, Veblen’s (1899) theory of conspicuous consumption helps to analyze how people use material goods in order to demonstrate their status and reinforce class differences. Finally, the consumer culture theory by Arnould & Thompson (2005) explains how brands create hybrid identities through a mix of global and local values. In terms of methodology, the study uses a mixed-methods approach consisting of focus groups, expert interviews and visual content analysis of car brands’ official Instagram accounts (Chevrolet, Kia, and Range Rover). Finally, this project identifies a gap in existing scholarly literature. There is limited research on identity formation and class distinction through car consumption , especially in the Central Asian context. Moreover, studies of global brand localization in Kazakhstan mostly use marketing approach rather than sociological perspective. Therefore, the main goal is to contribute a sociologically grounded analysis of how global automobile brands shape new meanings and social class boundaries in Kazakhstan.