Abstract:
A Mall represents a miracle for consumptive culture. It functions as concentration and rationalisation
of time, of cycle of live and of various social practices. This secular commercial space becomes
overloaded by immeasurable signs, images and commercial shows. All of these aspects come and go
in high speed. All consumers involve in race of getting new goods, new image, and new style which
presented by window-display. A Mall reflects an explosion of seducing consumptive image. Having
this image, mall becomes a multiplying space for simulacrum and hyperrealism, a place for
acculturation; a quest for meaning takes place, as well as a persuasive arena which implies artificial
signs and meanings. A mall constructs a place where various moving and flitting forms of life style,
identity, values continuously exchange. These phenomena are clearly occurred when one discovers
fashion by pointing out construction of open spaces for marketing consumptive product. These
commercial images of consumptive products put glamour, sensuality, and temporary satisfaction to be
the primary aspects within a mall. There, fiction, fantasy, and illusion are more respected than the
real life.
Then, Mall provides a theatrical culture where all performances have a centralised stage. In a
mall all roles in a consumptive society, includes teenagers have been accommodated. A mall presents
a place of dreams for teenagers, who are fond of logic of sign and images more than merely logic of
consumer. These images and signs are performed and played in order to persuade teenagers to come
to a Mall. Here in after, images and signs reflect human logic of ambition in order to occupy a social or
public space. Mall continuously provides a series of service to its consumers, constructs rejuvenate
atmosphere and its environment, offers new goods which are never thought before by its consumers.
Mall then is a space where a struggle of hegemony happens and a quest of meaning take places in
every moment.
