Hong Kong is a city of mall. There is a dense concentration of shopping malls around Hong Kong and every day we purchase goods and socialize there. Yet the role of these malls seems not only serve as consumerism function. According to Shields, “leisure spaces are zones of permitted, legitimated pleasure, still very much within the rid of social control and repression” (8). As a type of leisure space, Hong Kong’s shopping mall is a modern panopticon to exercise social control towards their consumers. Such panopticon, as I believed, is achieved through three stages: observation, submission and finally normalization.
A panopticon is constituted by a set of standardized rules and these rules, if applied to the shopping mall, should be the conditions
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Sales and security force in the shopping center also act like the authority inside the panopticon who set to reconfirm our behaviors. Some of them stand in front of the shop entrance and some follow their customers to keep an eye on us. In fact, a famous local movie The Shopaholic (2006) also address the same issue. When Fung shops at a department store, the sales follow her everywhere (Fig 5). It seems to give pressure to Fung that she must stick to the rule in order to keep shopping. However, this is not the case for Fong. When she is found in the mall as a new-born baby, the security guard immediately report to the central ceil (Fig 6), trying to suggest Fong as an intruder who does not submit to the system and her result is to be taken away. Customer is objectified under the social power of the security force. Certain individuals who are willing to submit to the rules like Fung are regarded as “safe” and therefore they can keep shopping while those who refuse to adhere will result in punishment - they are not worthy of entering the …show more content…
Advertisement and modelling displayed in the shopping mall would be the best tool because they offer a capitalist gaze towards the customers. Shields suggests that ‘the design and layout of stores informs and incites acts of looking” (13). Stores in Hong Kong’s shopping mall is strategically designed to have an abundance of publicity images. Advertisement and modelling locate in the most noticeable space which is usually near the entrance of the shops (Fig 7). We simply cannot ignore those images when we pass the stores. This create an envy feeling for their customers because the advertisements suggest a wonderful picture of lives for those who own the products and it is what the consumers lack. They envy those who have it and would therefore purchase and spend more, thereby become what they previously envy. For instance, shops selling woman clothing usually display photos of stars/ models with impossible body standard (Fig 8). By portraying an ideal woman’s body, these stores send a message that only woman of standard figure is capable of a happy and successful life. They point out the problem, and at the same time provide the solution: consumption. As long as their customers take the feeling of envy, they will be educated, thereby
Capitalist objectification of the self, the subjectification of Althusser, begins with the Old Navy ad. Here, kindly old mother-figures or warm and attractive young women assure us in their slightly lobotomized ways that shopping at the Old Navy is "fun," that their cargo pants are all the rage, that their carpenter jeans are the perfect thing. The representation of the self as Platonic form in the person of the model on the television screen recreates the self as consumer object:
The suggestion regarding the shopping mall becoming its own liturgy is understandable. People are often fascinated by the mall’s environments. In addition, the mall may become a place of worship to an extent. Spending unhealthy amounts of time at mall may have attachment effect. Nevertheless, attending the mall,
...onstrate the nature of the Kathmandu people to always want to remain “in”. Each section has an underlying theme of globalization and the aspiration for connectivity to western ideologies. The most significant and interesting aspects of these readings was the importance consumption has on the well-being of the citizens of Kathmandu. Consumption has to help the economy, but I found it very interesting that Mark Liechty only chose to focus on the deep rooted necessity to stand out but also belong. These readings fail to address in detail how the consumption of the middle class affects the lower and higher groups. I found myself asking; what about the lower and higher classes? The overarching theme threaded together by these chapters is displaying the important role consumption, in relation to social and economic standing, means to the middle-class people of Kathmandu.
In a world ran by money, Paco Underhill has discovered a way for stores to generate a larger profit. In “The Science of Shopping”, Malcolm Gladwell reports on retail anthropologists to examine their theories they use. Gladwell does this to inform store managers on how to set up their stores to maximize their profits. Paco Underhill has shopping down to a science. Inside American Eagle, Meijer and Hollister his theories of the decompression zone, invariant right, and zoning can be found.
If we take time and observe our surroundings, we see people are more concerned about the amount of Louis Vuttons or Michael Kors bags does one purchase than being aware of the person well being because this world today is all about objects than people. The author of the case of consumer society has presented the modern society in such a way that if we stop and think and look around how are generation today has become, making our world a world of materialism. According to karl marx, our world today is a world of objects as mentioned in the case that we have started given priotity more to our purchases than to people around us for example in a gathering of teens, half of them you will notice will be on their gadgets rather than communicating with the people around. This materialism according to marx is due to the rise of capitalism, where people are easily manipulated into making choices which benefit the economy and most of the time we do not even realize it. The whole concept of Shopping malls we see nowdays is a tool of manipulation, have been made the place of goods, acitivies and leisure for the consumers that they become entangled in the shadows of the capitalists.People nowdays go to shopping malls , hangout and do some window shopping and come back stating that it was an outing rather than having any interaction with other people , we chose to interaction with objects to fulfil our desire. Even the way producrts are arranged are not coincidental but a technique of manipulation for example if the product is arranged in a attractive way, consumers automatically get attracted to it rather then the product which is arranged in a disorganize way.This proves what Marx says that consumers in the capitalist society donot have any so...
Merchant elaborates on the extent of managing exotic gardens inside buildings particularly the mall to recreate a heavenly atmosphere. She considers the work that goes into maintaining these gardens to keep them pristine, from the expensive water works and pesticides utilized to keep the unclean and destructive nuisances from diminishing the aim for perfection in a desirable atmosphere (p.5). These gardens produce the atmosphere to make people happy and content. The greenery provides the feeling of being outdoors while truly being completely inside. She indicates mall landscaping is inspired by surrounding environments that are
Principles of the Panopticon can appear just about everywhere in our everyday life. The Panopticon itself is a simple system of centralized visualization. The basis of the original Panopticon was a circular prison system with a tower sitting in the middle that had a full, unobstructed view of all the prison cells. I can apply this idea to many situations in my life varying from computer use to my college classrooms. An instance, which stands out the most in my mind as being a panoptic environment, is my experiences in gaming casinos.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Wallerstein, K (1998) Thinness and Other Refusals in Contemporary Fashion Advertisements in Fashion Theory, Volume 2, Issue 2, pp.129–150. London: Berg. Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
I walked into the front of the store to see a crowd of people searching for a good grocery cart. One that wouldn’t wobble every second that you pushed it. I took a look at many of the faces as they were beginning or ending their shopping experience. The people walking in looking for a cart seemed unsure or not pleased to be there in the first place. While the people leaving looked happy and eager to get home. I took this as a clear sign that this was not the most enjoyable place to ...
Tremendous shopping centers, malls, even those little corner shops became an icon of American culture and its society. We are constantly manipulated by these so called convenient public places where escaping from it would be almost impossible. There are probably a 50% of chances that we will start our day with a cup of coffee in one, buy our afternoon lunch in the other one, or end up just walking around one. Shopping centers are everywhere; we cannot escape from it. Moreover, we do not want to escape from it as we are constantly underestimating the power and the real impact these places have on our society. Thus these places play a huge role in the process of socialization and are largely influencing the development of our society as a whole. In order to understand the way these places are emphasizing the gender differences and inequalities between the sexes, I decided to visit the local store Walmart and through an observation of its environment and its settings try to record its power of gendering. I was looking for a proof that gender is not merely an element of individual identity, but a socially constructed institutional phenomenon which is even imposed in our shopping centers and local stores.
A sociological observation was conducted at York dale Toronto shopping center and food court at various time intervals. There were different spectres of ethnicity and different ways people acted. I chose this mall because it is one of the largest malls in Canada and the problem of reactivity could be avoided.
This article’s main argument is that developers manufacture an illusion of doing more than just shopping when designing malls and shopping centers. The developers and designers disguise the building’s identity while mediating the materialist relations of mass consumption. Goss focuses on five areas in his article. This first area is looking at the mall in a cultural context and the connection between ...
Consumer culture plays a key role in the economy. Today, the ways in which urban spaces are arranged facilitate the consumption of goods. One only needs to look to modern cities such as New York, London or Tokyo in order to recognise the countless forms of advertisement intended to lure the mass population into spending money on various merchandises, from novelty items to luxury products. The use of built structures to facilitate the display of retail products for the consumption of the masses is nothing new. After its renovation, Paris became a model innovative city planning and construction for a lot of modern cities that exist today. The wide boulevards and open spaces engaged the mass population and encouraged consumerism.
In this paper we will explore how advertisements cultivate a woman’s need for consumerism as a part of their own self image. George Gerbner, the founder of cultivation theory, argued that television has the ability to impact the way that people percieve certain message and influence their everyday life. In this study, we will conduct a content analysis of quantitative and qualitative measures that will study fashion advertisements. Each advertisement will be critiqued by a set of questions to help find any pattern or correlation between attributes that may have an impact on female consumers. A sample population will be drawn at random on three different occasions containing women from the ages of 18-30. In the first group each individual that is selected will be given a survey of questions. This set of questions will focus on the shaping of body image with the use of makeup, accessories, and clothing, and help identify trends between fashion and life style. The second sample group will participate in a focus group discussion that will be directed towards how women see themselves with regards to their own body image. The third group of women will complete a written survey before and after being exposed to television advertisements. This will test to see if advertisements entice woman to purchase products or change their personal portrayal.