THE EFFECTS OF PROLIFERATION OF SHOPPING MALLS ON THE DEVELOPMENT OF CONSUMER CULTURE (SAMPLE OF VAN)

Abstract

Author(s): M. Zeki DUMAN

With the globalization of capitalism in the postmodern societies, urban life metamorphosed into a place of production and consumption, full of rivaling skyscrapers and shopping malls. While huge business centers compete, consumption has gradually become one of the main activities that underlined both the daily life sociology of the individual and his/her image-based, vain identity. Turning into the public sphere of the consumer societies, shopping malls laid the groundwork for the beautification of daily life with its fantastic atmosphere, realization of mass consumption, presentation of popular culture and hedonism within a visual feast, and above all, creation of a new social structure based on consumption. The places of daily life controlled by consumption, also went under the hegemony of late capitalism, and then became panopticon places where different and changing social structures are under surveillance and control. As the new public sphere of this era, shopping malls significantly modified the architectural as well as social and economical structure of the cities. In this paper, the effects of the rapidly increasing number of shopping malls in Van in recent years, (as it has been happening in most of the cities in Turkey) on the structure of the city and the development of the consumer society will be covered.

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