Week Four: Shopping Malls

"I like it here. Everything is so...perfect. You walk around feeling like all your problems can be solved by the right nail polish or a new pair of shoes."
---Marissa, "The O.C."


"The O.C." is one of those guilty pleasure shows because it is, yes, incredibly vapid, but it has those moments when it makes genuine insights on the world we live in. On of those moments is shown in the video above--an entire episode called "The Mallpisode," which taps into a fantasy you probably never knew was in the collective unconscious of American consumers: being trapped inside a mall overnight. This clip made me laugh because it not only plays out the fantasy of being alone in a mall(getting to play hockey in a department store, eat mall food, sleep in the mattress showroom), but there's this great "consumer moment" when Summer and Marissa stop to check out a new product. "Hey, it's the new body shimmer. Ooh, shimmery." They're unable to occupy the space without shopping.

While the characters on "The O.C." represent the wealthiest of the wealthy, people with lower incomes still have a relationship with the shopping mall. A woman I babysat for once asked where I lived, and when she didn't quite know where in the metro I was talking about she asked me which mall it was near. "Oh, Ridgedale," she said, "I know where that is." The mall had become sort of a geographical marker for her. It's possible to map out the Twin Cities metro by the "Dales" (Brookdale, Ridgedale, Southdale, etc.), and apparently some people do. The top movie of the last month or so, "Paul Blart: Mall Cop" takes place in a mall, which suggests to me that the mall has become practically a mythical setting.

As in the quote above, I think malls serve a problem solving purpose in our world today. I live near the pretentiously named "Shoppes of Arbor Lakes" in Maple Grove, which is a fairly new mall-like development that's rapidly growing. There are so many different stores (mostly chain stores, but not all) that if you live nearby, there's no reason to venture anywhere else if you need to buy something. It becomes an all-purpose destination, one that is likely to solve any "consumer problem" you might have. It doesn't take much of a stretch in thinking to come to the conclusion that shopping centers might solve your other problems as well.

I'm not much of a shopper, so the mall isn't my favorite place to be, but I've been spending more time in malls lately in my quest to build up my "teacher wardrobe." After awhile, you start to tune in to the things marketing teams must study to know end: what about the mall environment makes people buy stuff? The most obvious example is the "shopping music" that plays loudly in most clothing stores. Besides building the "identity" of the store (and therefore the consumer that should shop there), it seems to be meant to raise the heart rate, keep energies up and inspire purchases. The perfumes that are sprayed regularly in stores like Abercrombie (yes, there are store policies on perfume spraying, and yes, it does smell HORRIBLE) are most likely meant to do the same thing. A discussion of the research that goes into environmental "shopping cues" would be an interesting one to have with young people.

The Washington Post article (http://www.washingtonpost.com/wp-dyn/content/article/2008/10/03/AR2008100301977.html) was, to me, the most interesting of the readings this week. I had never strongly considered the role the government's role in encouraging consumerism as a way to gain popular favor, but it makes perfect sense to me that preoccupation with stuff is the perfect weapon against the critical thinking of the masses. If the average American is more concerned with the latest whatever than they are with the decisions being made by our country's leaders, then it's easier for those leaders to make decisions that do not represent the values of the average citizen. It is that very issue that I would make a point to discuss with my students. Teaching a critical literacy curriculum is nothing without considering what things get in the way of our critical thinking, and I think a study of shopping malls is just the thing to illuminate that point.