Becoming Bourgeois

Social distinction forms part of the package of how to be rich, together with the gravitas of family history, merit-based achievements, exclusivity in lifestyles and possessions, art philanthropy, and care for the less fortunate. This chapter highlights how Russia’s new bourgeoisie have learned not to show off their money but to embrace more cautious tastes, which are a mark of discerning, bourgeois distinction. It begins with a review of the recent trend toward “new modesty” on the evidence of sartorial signs and female companions. It then moves on to the modification of attitudes toward vehicles and modes of transport, using the example of the Moscow Metro, and the role of the intelligentsia in creating narratives of distinction. Overall, the chapter argues that Pierre Bourdieu’s concept of social distinction works for contemporary Russia.