Overview: Some of you enjoy shopping;
in some ways, shopping has become the all-American leisure
activity of choice. In this short activity, you will
be going to a favorite mall of your choice to do a cultural
studies type of activity in which you assess how 2 or
more stores express some cultural dynamic or force that
is prevalent in today's society. In other words, using
text, pictures, and personal narrative, your main goal
is to discover how that store functions as a refuge
or place of cultural significance.
For example, if I were to go to a favorite
store of mine, Hot Topic, I might assess how and why
Hot Topic serves a seemingly cultural focal point for
identity.*
*Most stores do not allow you to photograph
their products or store interiors, since they might
assume you to be a corporate spy or industry mole. As
such, please REFRAIN from taking pictures of the interior
of the store. You might instead look at the logo of
the place, and describe (in text) the products and interior
"vibe" of that store so as to convey meaning.
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Task:
1. Go to a mall (Kahala, Windward, Ala Moana, PearlRidge,
Waikele, etc.)
2. Bring a field manual and digital camera, if possible.
Document, via text and pictures, the exterior qualities
of 2 stores. Depict, using text only, the interior "vibe"
of the store. You might consider clientele, products,
atmosphere, interior design—any sense of the place.
3. Write up a polished draft that expresses the cultural
significance or identity of that particular store. For
example, in my conception of Hot Topic, I might establish
that Hot Topic is successful in marketing the counter-culture
of the goth, emo, and metal communities into its own
culturally-significant merchandising outlet. I might
also look at the company logo and begin to assess how
the logo helps to promote the "vibe" of the
place. I might also utilize corporate brochures or other
free pamphlets offered by the company.
The core purpose of this assignment is to assess how
the stores that you frequent exude often direct and
indirect symbolism, that they have been carefully established
by marketers, interior designers, image consultants,
and CEO's to consistently and coherently create a core
"ethos" of place.
What makes each store culturally relevant and significant?
What "culture" is pereived within the store?
What symbols are powerful in the store?
What colors, aromas, sounds, etc., dominate? Why do
they dominate?
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