Introduction
Shopping malls are sometimes seen as prominent examples of consumerism-centered cultures. They concentrate various shops and entertainment facilities in a somewhat small space that is designed to maximize the purchases made by visitors. This tendency sometimes makes them appear dehumanizing, suggesting that they remove the traditional interactions and relationships between shopkeepers and the community.
Disposable employees staff the shop instead, and people interact with the brand rather than a person they can get to know. The success of the mall approach in the United States has led to the popularization of the methodology worldwide. As such, people are worried about the spread of American consumerism-centric culture and the disappearance of more traditional commerce methods. This paper will analyze the rise of malls in the United States and the relationship between Turkish consumers and shopping at malls or bazaars.
Malls in the United States
The concept of the mall as a focal point for local commerce and social life is not new, as public gathering places have existed for a long time. As Sanburn (2017) notes, people used to gather around the central marketplace in ancient Greece, though cathedrals occupied the position in the Middle Ages in Europe. Malls became such a location in the United States, combining job opportunities, the satisfaction of purchasing needs, and the ability to meet other people and enjoy oneself with them (Sanburn, 2017). However, in the latter half of the 20th century, merchants began considering ways to maximize revenues they got from consumers (Sanburn, 2017).
Malls’ ability to attract people provided significant opportunities for exploitation, and designers began working on improving their potential. They were successful at that task, creating the image of the modern mall that symbolizes consumer culture to many people nowadays.
Southdale Center, located in Minnesota, was the first significant success that combined many different practices to maximize performance (Sanburn, 2017). At the same time, the marketing effort could not be overt because overly aggressive practices could drive people away. According to Sanburn (2017), “the building was fully enclosed, the storefronts faced in, and large anchor stores were placed at separate ends to attract customers and promote foot traffic to the smaller shops in between” (para. 11), exposing customers to numerous stores and items to the exclusion of everything else. In the middle, there was a rest and recreation area that held a café and some entertainment facilities (Sanburn, 2017).
Most malls nowadays are designed similarly, bombarding people with adverts and offers continuously. Even if one tries to ignore all of the attractions, there is nowhere else they can look, and many people are unconsciously driven to purchase unnecessary things.
With that said, the American mall’s success was largely dependent on local culture alongside the marketing tricks used by builders and shop owners. The second half of the 20th century was a period of significant economic growth for the United States, with the generation known as “baby boomers” growing up into prosperity (Sanburn, 2017). As such, people had high disposable income and were receptive to the idea of spending money at the mall. However, the younger generations can fulfill much of their social and shopping needs online, and they do not need physical locations for that. As Sanburn (2017) quotes, “They see it as, ‘That was my parents’ thing, and it’s not my thing.’” (para. 19) and show no interest in going. As a result, the supply of malls is much higher than demand, and many of the locations are forced to close due to their low popularity.
Malls and Bazaars in Turkey
Traditionally, Turkey has been similar to many other Middle Eastern countries in its use of the bazaar as the combined gathering place and commerce center. However, near the end of the 20th century, it began seeing rapid economic growth along with exposure to Western culture (Erbil, Köksal, and Yurtseven, 2017). The nation began to change as a result, embracing practices that were popular at the time, such as the usage of the mall as a commercial location.
Erbil, Köksal, and Yurtseven (2017) claim that “the number of malls has risen from 26 in 1998 to 361 in 2015” (p. 1), a dramatic rise in popularity that may be indicative of the advent of consumerism in the nation. Moreover, bazaars are trying to adapt to their new situation while remaining commercially viable, but they may be sacrificing their cultural integrity in the process.
Turkey’s economic growth has led to increased movements from rural areas to cities, which have a higher perceived quality of life (Erbil, Köksal, and Yurtseven, 2017). As a result, urban areas have become crowded, becoming less pleasant for many people (Erbil, Köksal, and Yurtseven, 2017). In particular, traffic is congested because streets were not designed to accommodate it, and sidewalks are often lacking.
According to Erbil, Köksal, and Yurtseven (2017), malls provide a counterpoint to street incivility, various urban crimes, and the desire for civilization that drives traffic to cities. As a result, people in Turkey find them highly attractive, driving their popularity and spurring further growth (Erbil, Köksal, and Yurtseven, 2017). However, malls can take advantage of this tendency and foster consumeristic tendencies in buyers. Such tendencies may be dangerous for the overall future of the country and eventually create the same scenario as what the U.S. is facing.
The departure from tradition and desire for modernity that is responsible for malls’ rising popularity in the country drives people away from bazaars. While rural ones suffer the most due to the physical departure of people, but as Selma (2017) claims, locations in cities such as Istanbul are affected, as well. As a result of this lowered popularity, bazaars had to get rid of some of their cultural functions. Selma (2017) highlights how “though these bazaars in one aspect are vocational schools, now they have become merely a place of sales” (p. 72), abandoning their traditional function of supporting craftsmanship. Craftsmen and artists now have severely limited ways to practice their craft and fewer opportunities to pass it on (Selma, 2017). As a result, a significant part of Turkish culture is disappearing, with no apparent way to preserve it in the current situation.
Conclusion
Currently, Turkey is experiencing a similar situation to the United States in the second half of the 20th century due to its rapid economic growth. Malls are becoming increasingly popular, and their owners have learned the best methods to maximize profits from visitors from foreign examples. In addition, other current cultural factors in the nation contribute to the increased popularity of isolated pedestrian facilities.
At the same time, bazaars are forced to abandon many of their practices that characterize Turkish culture to increase their profits. Traditional crafts are disappearing as a result, effectively disappearing from the nation’s history. In addition, the trends that enable malls to prosper will likely end shortly, leading to an economic imbalance that destroys many of the enterprises. Overall, the current tendency is not healthy for the population of Turkey due to a variety of reasons.
References
Erbil, C., Köksal, E., & Yurtseven, C. (2017). Mall flicks-the mall boom in turkey with an unexpected byproduct: The movie sector expansion. Research in World Economy, 8(1), 1-14.
Sanburn, J. (2017). Why the death of malls is about more than shopping. Time Magazine. Web.
Selma, T. (2017). The effect of socio-cultural changes on urban areas Kadikoy Historical District Bazaar. Global Built Environment Review, 2017, 67-77.