Uncertain New Middle Classes: Changing Consumption Practices and State Policies in Russia

Abstract

This article explores the reactions of Russia’s new middle classes to the embargo and import substitution and their changing consumption practices against the background of the economic crisis. It serves as an entry point to look at the interplay of the new middle classes’ socio-economic positionalities and affiliations with the state within a particular political economy. Drawing on fieldwork data collected in 2015–2018, the article traces the subjectivities and orientations that enable the new middle classes’ coping strategies. It demonstrates how their responses are mediated by their imagination of the state and the global hierarchies in which they feel situated to a significant extent through their state membership. The analysis examines how the arrangements of Russia’s political economy come into conflict with the image of a “proper” state, which the new middle classes associate with productive capacity and technological advancement. It invites us to revisit the idea of the eclipse of “production” by “consumption” in assessing the performance of a nation-state, which, as the article shows, is reversed in Russia’s context. Furthermore, it highlights how the reactions to these new policies become a medium to criticize Russia’s post-socialist development and to articulate aspirations for its repositioning in the global system, which is translated into negotiations of the new middle classes’ relatively privileged positions.