Mallin’ Rouge: The Shoppers

By: Olivia Hunt

Considering the shoppers is also a requirement in constructing a staged spectacle. Inside the mall, the shoppers consider the name of the store, quality of the product, the kind of service it offers and the store’s window display when choosing a mall store to visit. The window display plays a large role in carrying out the message to the shoppers who pass by the store. He/she passes by the store, gazes into the windows, compares his ideologies with the ideologies presented by the display windows and this would tell whether or not the commodities presented by the shop would appease the subject’s desires.

Among the various utilities that shoppers get from visiting the mall is the new experiences that give them fulfillment and pleasure by just strolling inside.

Once a shopper enters a mall, he/she feels like he/she is taking an adventurous trip to some new and exciting place. Secondly, it also gives them the sense of independence and freedom. By just walking inside the mall, shoppers can be anything or anybody they want to be, free from the stress and problems of everyday life. Thirdly, the feeling of timelessness also creates fulfillment for the shoppers. Having to feel the rush everyday, people need to slow down and this can be experienced in malls. Thus, shopping, according to Myriam Jansen – Verbeke is viewed as a form of leisure in its own right. It is not simply as a mundane and routine aspect of people’s daily lives. Also, the mall is also a place to be with friends. People gather together in malls just for the sake of being together in the same public space (“Land of Consumption: Shopping mall as a way of life"). Lastly, shopping can also be a way to spend time together, thus, providing a means for creation and maintenance of social relations. At the same time, shopping as a collective activity makes possible the shared creation of taste and style. It produces a sense of social identification, whoever the shopper’s companion may be.

Shopping
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