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The Mall Mania: Icons of Consumer Culture

Step into the world of malls with the documentary "Malls R Us" (2010) directed by Helene Klodawsky. Delve into the history and evolution of malls, from Victor Gruen's innovative 50's design to modern-day extravagant malls like those in Dubai, UAE. Explore the intersection of ideology, passion, and greed within these consumerist havens, where brands draw crowds and tourists alike. Discover the social significance of malls, from their impact on small shops to their role as nostalgic landmarks for visitors. Uncover the allure of these architectural marvels, blending modernity with nature and offering an imaginary utopia of attractions. Reflect on the societal obsession with malls, from the addiction to shopping to the media-driven competition between brands within these vast spaces. Engage with thought-provoking rhetorical questions about the genuine impact of malls on our lives and the potential shift towards supporting smaller stores. Join the conversation on the complex relationship between malls, consumer behavior, and the economy in this captivating exploration of modern consumer culture.

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The Mall Mania: Icons of Consumer Culture

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  1. Malls R Us (2010)Directed by: Helene Klodawsky By John Berggren & Zachary D'Esposito

  2. The Beginning • Developer Victor Gruen (50’s)- • He designed the concept of a mall. • “Watering Hole” • “Sacred Place”

  3. the appeal • Ideology, passion and greed are centered in malls. • Nostalgia, pop culture, economics, architecture,etc. • They set standards for human interaction. • They feature brands for consumers to flock to. • They create an inviting atmosphere by combining modernity with nature or foreign countries. They’ll have anything from flamingos to Ferris wheels. • They are like monasteries to nostalgic mall goers. • Malls promote tourism but destroy small shops due to combined leisure and luxury (social gathering spot where you buy the same things you would buy at many different stores all in one area). • They’re efficient, artistic, and they unite mankind.

  4. Modern • Malls have expanded geographically. • Dubai, UAE • India’s revolt- • Small store owner uprising. • Tourism • Suburbs • Attractions

  5. Idea & Fixation- the appeal • Focus • Fountains • Spires • Waterfalls • Roller coasters • Glass • Nature • Imaginary Utopia • Safety • Lighting & Mood

  6. Necessities to survive • Business – Revenue • Convenience • Location • Style • Class • Atmosphere

  7. Unsuccessful Malls • Abandoned • Always A Bigger & Better • Deadmalls.com • Photos of Malls • Descriptions • History

  8. Success • Addiction- • “All you need is MONEY!” • Self Awareness • What are you lacking? • The mall offers space for you to fill the void! • Social Connection • Shopping bags are a visual class statement. • They become a part of people’s lives (nostalgia). • Consumer monastery • They combine a popular place to “hang out” withcommerce.

  9. Media • Brand fixation • Competition within mall (Hollister and Am. Eagle). • Economy (the more we believe it’s bad the worse it gets). • Malls are evidence that fear of spending is causing financial collapse.

  10. Rhetorical questions • How have malls impacted your life? Have you ever felt a deep connection to a shopping mall? • Do you think that realization of the impact of these malls and our addiction to them will cause consumers to prefer small stores. • What if they had a hotel in a mall? How crazy would that be?!

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