And Then There Was Shopping: response

Shopping malls and shopping complexes are ever changing. They change to suit consumers wants and needs as well as comforts, a large point raised in this weeks reading, And Then There Was Shopping. This article not only raised many points about how we are constantly being watched and surveyed by retail markets in order to give us what we want, but also, how technology plays a large role. When we think about it, it is crazy to learn that retail has 17 percent of the workforce- more than any other field and yet it is the most unstable.

One point in the reading that interested me was how technology has played a big hand in raising the desire for material goods. Of course, there is the commercial side of this aspect, the advertisements, but technology has allowed the design and information of shopping malls to cater to its consumers. Having lived in 4 different countries it has been interesting to see how different shopping malls are. My home country, Singapore, is evident of this. The country itself it very small and extremely high-tech, everything seems brand spanking new. Some people say that luxury and technology plays a large part of people lives in Singapore.

One of the newest luxury shopping malls is called ION. Its exterior is in the shape of a curvaceous blob and its interior mirrors that shape. The exterior is made out of glass and it has tiny little lights that shine at night creating a welcoming sensation for the ‘late’ shopper. Inside houses many different stores that follow the curvaceous shape of the exterior. One factor about this mall that struck me was that on every floor, there are little pop-up stations of electronic touch-screen guides. This shopping mall is so large with many different floors and different escalators leading to all different stores that you actually get lost. I have, multiple times. This touch screen directory allows you to search a store or restaurant and actually directs you how to get there. Subsequently, it gives the costumer a biography of the store. Do we really need a biography to accompany a directory in a shopping mall? Are the days of shopping and stumbling upon new stores to create our own bios gone? These questions are raised to me because it seems as if our lives are already depending on technology from a high and necessary level to a lower level, non substantial level of consumerism.


One response to “And Then There Was Shopping: response

  1. It’s really interesting. After I finished the same reading, I was totally focusing on analyzing the value of shopping to write a response. Zukin shortly mentioned ‘value of labor’ with “Objectification” and I tried to talk about simmilar point of view by Karl Marx in Fetishism of commodities.
    But your response tells me that analyzing or distinguishing people’s status or class by what they purchase might be wrong. Now I believe analyzing those contraversial issue would just bring social division. Because in the end of those kind of socialistic issues, two groups remains. “Good” or “Evil”

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