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COMS 462 presentation COMS 462 presentation Presentation Transcript

  • The World in a Shopping Mall
    by Margaret Crawford
  • West Edmonton Mall (WEM)
  • West Edmonton Mall
    • 5.2 million square feet
    • 800 + shops
    • 11 department stores
    • Skating Rink
    • Hotel with 360 rooms
    • Lake
    • Chapel
    • 20 movie theaters
    • 13 nightclubs
    Holds Guiness Record for:
    • World’s Largest Indoor Amusement Park
    • World’s Largest Indoor Water Park
    • World’s Largest Parking Lot
  • “Confusion proliferates at every level: past
    and future collapse meaninglessly into the
    present: barriers between real and fake,
    near and far, dissolve as history, nature,
    technology, are indifferently processed by the
    mall’s fantasy machine”
  • Europa Boulevard – theme street at WEM
  • The Science of Malling
  • Different Types of Malls
    Strip Mall
    Regional Mall
    Super-Regional Mall
    Mega Mall
  • VALS System
    Values, Attitudes and Lifestyles System
    uses several variables to determine different groups of consumers
    Achievers – hardworking,
    materialistic and highly
    educated shoppers.Go for
    luxury products that show
    status.
    Strivers – similar to
    achievers but with less
    means to indulge in luxury
    products
    Experiencers – youngest
    group (under 25), avid
    consumers, focus on
    fashion, music and food. Go
    for the newest products.
    Makers – lower-income
    groups that appreciate
    practical and functional
    products
  • The Utopia of Consumption
  • “the best measure of social consciousness is now
    the Index of Consumer Sentiment, which charts
    optimism about the state of the world in terms of
    willingness to spend money”
    -William Leiss
  • “ the realm of needs
    becomes identical with
    the range of possible
    objects, while the
    nature of the object
    itself becomes largely a
    function of the
    psychological state of
    those who desire it”
    -William Leiss
  • Retail Magic
  • +
  • Does the pot become more exotic, mysterious and expensive this way?
  • Malls not longer just about shopping.
    They have become social centers.
  • Faneuil Hall Marketplace in Boston
  • Public Life in a Pleasure Dome
    &
    Hyperconsumption: Specialization and Proliferation
  • Shift from shopping in downtown areas without
    malls to the suburbs where malls flourished.
  • Aspect of Hyperconsumption : Fragmentation
    Luxury Mall vs. Outlet Mall
  • The World as a Shopping Mall
  • “The world of the shopping mall – respecting no
    boundaries, no longer limited even by the
    imperative of consumption has become the world”