Florian Stoll: Totemic objects as focal points of ‘middle-class’ milieus in Nairobi, Kenya

This paper combines a Durkheimian approach in the line of the Strong Program in Cultural Sociology of Jeffrey Alexander and Philip Smith with the concept of social milieus and empirical research for understanding sociocultural differences in Nairobi´s middle-income stratum. In particular, this approach considers consumption preferences and “totemic” objects (Durkheim) as entry points for distinguishing “social milieus” (lifestyle groups) in Kenya´s capital Nairobi. Milieu research is a way to distinguish groups with particular mentalities, consumption patterns and habits. Such a conceptualization can, therefore, go beyond the study of micro-phenomena by giving a holistic view of significant groups in a given social context. German Sociologists developed the milieu concept as an alternative to class with a stronger focus on socioculture, lifestyles and developments in 21st-century societies.

But is it useful to apply the concept of totem to a developed, differentiated society? Following Durkheim´s Elementary Forms of Religion, “totemic” objects are particularly meaningful to their owners as they signify belonging to a group, their values and aims in life. Individuals invest a considerable share of their income into specific things and activities which are mostly publically visible. Totemic objects are, for instance, a sports car or the latest mobile phone, but they can be as well a socio-spatial entity such as a church or a community center. For this reason, the study of totemic objects contributes to understanding how different meaning structures lead to the differentiation of social milieus.

Additionally, the focus on milieus and their totemic objects allows one to study contexts which Northern Sociology neglected. The paper demonstrates the applicability of this approach by using ethnographic data from research in Nairobi during five stays from 2013 to 2016 with a total length of 9 months. As examples, the talk presents how totemic objects help to reconstruct the three middle-class milieus Neo-Traditionals, Christian Religious and Young Professionals in Nairobi. Neo-Traditionals have strong ties to their ethnic community, rural home and extended family. Their totemic objects are ownership of a farm, land or cattle in the countryside, the development of their home areas out of Nairobi and, especially on festive occasions, the wearing of typical clothes. Committed Christians live a life according to their religious convictions with a career orientation. Their Totemic objects include donations to their churches as well as classic clothes and cars of high quality that demonstrate the success and, possibly, the favor of God. The third milieu are the Young Professionals, a highly urbanized group between 20 and 35 years whose members combine a high career orientation with hedonistic consumption. Totemic objects of Young Professionals are stylish, colorful and sexy clothes, electronic products like cars and high-end smartphones or the consumption of imported wine and whiskey that express their participation in a well developed Kenya.