Abstract
ABSTRACTThis study of Volkswagen’s national claim deals with the anomic dimension of globalization. Using Bourdieu’s and Durkheim’s framework of analysis, it examines the paradoxical promotion of national belonging by a transnational company. It makes three contributions: first, successful national narratives show the incompleteness of globalization which engenders anomie, the lasting divergence between people’s habitus and their environment. Second, the national claim can be regarded as a reaction to globalization as well as to its pluralizing effect. Third, in reflexive terms, durable anomie is analyzed as reinforcing the place of the national level and the state in people’s habitus.
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