Malls on My Mind

There’s something incredibly monstrous and yet incredibly soothing about strip malls.

There’s one Midwestern strip mall in particular that I like. Like many others, it’s quite a large strip mall–large enough to require its own street signs, and it’s located near other shopping plazas, making the entire area around it a sort of shrine to capitalism. In any one direction, looking out at the horizon, all a person can see are shops.

So it’s quite ironic that all of the times that I’ve been to this particular mall, I’ve had no money. The first time I was there was on a weekend during the summer. The mall was packed with people and I was overwhelmed with the size and architecture of the place. I’ve been to lots of strip malls. I’ve even been to strip malls larger than this particular one, but I’d never been to a strip mall built to resemble small-town America. Or, rather, built to resemble someone’s idea of small town America. In my four years as an undergraduate, I lived in small-town America, and it left me with a strong impression of just how poor people can really be and just how difficult getting a job with barely a high school education can be. In fact, I was living in that small town over the summer and making a small amount of money as a tutor at a program for international students. I’d gotten a year-round taste of just how poor small-town America can be. There was none of the opulence of this mall. None of the wealth. I was overcome with the crowds of people rushing in and out of stores and restaurants. All around me there were Things To Buy: Calvin Klein, Michael Kors, Chanel, Gucci, Coach, Prada. I was also captivated by the ambiance. The stores were all designed to resemble old houses, the streets were lined with street lamps, and there was a mural of white people in Victorian dress riding a trolley. Red telephone boxes sat on the street corners between shops. There were speakers hidden in trees that played music! I felt like I was in a grown-up’s Disney World.

The second time I was at this mall, I was again a broke undergraduate. I was there briefly with a couple of friends when we stopped to pick up some dinner at the Cheesecake Factory nearby. We had come from a Renaissance Festival and were dressed in corsets, long skirts, and boots. We were dressing up in a dressed up town, playing pretend in a pretend town. We were a modern day idea of the Renaissance in a modern day idea of some nostalgic past between the Victorian era and the 1950s. At the time we attracted a lot of stares and strange looks, (a group of tourists was even trying to covertly take out picture) but looking back, we fit right in.

On my third and most recent trip to to this mall, I stopped on my way from a job fair in the area. The job fair had an air of desperation about it. I arrived half an hour early and already a crowd of people had formed around the convention center doors. Some people were wearing suits and ties. Others had on khaki and sneakers. Some had on a strange mix of both casual wear and business attire. I saw button-up shirts and vests mixed with jeans and tennis shoes. People clutched their resumes and carefully checked and double-checked their applications for cashier and food service jobs. Some of them couldn’t have been more than sixteen years old. Others could have been my grandparents. No one smiled or chit-chatted. Instead, they scurried from booth to booth with their eyebrows furrowed and their jaws clenched. Everyone was there because they needed a job–any job!

As soon as I set foot in the mall, however, I felt the mixture of grim determination and despair fade away. There were Things to Buy. How bad could the world be? Even though I couldn’t afford any of the beautiful clothes or cookware that beckoned to me from the windows, I felt comforted to see them. Someday, I thought, someday I will be able to afford all of this. I’ll have my own kitchen that I can stock with ceramic pots and I’ll have a walk-in closet that I can fill with designer suits. I’ll have the money to buy a car and drive out to a place like this for lunch and cocktails with friends. Never mind that I’m planning to make a pittance in non-profit communications. Never mind that I don’t even really care about designer brands. Never mind that I have my own perfectly serviceable cookware.

The mall offered up a dream, and it was a dream that I wanted to live in for a while. I walked up and down the streets. I watched a young man wash the hot pink walls of a Victoria Secret store, which featured large posters of busty, skinny, blond models with flawless skin. I marveled at the neo-Classical fountains, featuring cherubs and Greek god figures, and wondered how they looked so at home next to the Tiffany’s store, designed to resemble a 1950’s-era bank. I saw the local police and the mall security circling the center fountain and felt secure, knowing that I was being watched over. At the mall edge, dwarfed by an enormous XXI Forever store, was a small, nondescript building labeled “Community Center Room.” It seemed so bland in comparison to the colorful, bright ads that surrounded it that I hardly noticed it. I enjoyed the perfectly cultivated trees and flowers, especially the exotic palm trees. Everything looked beautiful and bright and pleasant. It’s fake, but it’s lovely, just like the Photoshopped Victoria Secret model’s poster. I almost forgot about the job fair.

Unfortunately, the job fair is far more real than the manicured streets of the mall. It’s been a couple years since I read Baudrillard, but the word hyperreality kept flitting through my mind as I wandered around the mall.Calvin Klein, Michael Kors, Chanel, Gucci, Coach, Prada.  Simulacra. A simulacrum is, if I’m remembering my postmodernism correctly, a sign without a referent. It harkens back to an original that never existed. The rosy glow of an American small town that never was is being invoked in the mall’s nostalgic streets. Hyperreality is a reality that is so mediated by technology–radio, television, the Internet–that people can no longer distinguish between what is real and what is mediated to them. A walk through mall is a tightly controlled, mediated experience. The street signs point to shops. Hints at anything to disrupt the illusion are hidden. (I spied a mess of gas pipes hidden behind a black screen painted to look like a garden wall.)

The dream of the mall, is ultimately a lie, I know. The endless luxury, endless leisure, and endless wealth–none of them exist. Its promise is ultimately unrealistic. The merchandise at the mall can only be sold because workers in developing nations are underpaid and overworked, not to mention the underpaid cashiers and sales clerks who work in the mall shops. The location of the mall, accessible only from interstate highways, is also unfeasible. As we approach peak oil and the price of gas rises, driving to such locations, not to mention sending merchandise there by truck, will become increasingly costly. This is not to mention the carbon emissions of these vehicles that increase greenhouse gases in the atmosphere, driving up the temperature of earth’s atmosphere and radically altering the planet’s weather patterns, destroying coastal towns with hurricanes and floods. The visions of endless Things to Buy encourage conspicuous consumption, buying certain products only because they make one seem richer or more sophisticated and not because these products are inherently useful. It also encourages planned obsolescence, creating products only meant to last a few years, only to be thrown away and replaced by new products. The “free market” isn’t free, and the cost will be paid in an unhealthy environment and shrinking middle class by the poorest and those least able to pay those prices.

Logically, I know all of this. I’m critical of the inequalities that capitalism perpetuates. I shun designer brands. I try to use and reuse and recycle. I take public transportation whenever I can. A part of me feels as though I should be disturbed by the mall. It broadcasts cultural messages that I’ve chosen to deconstruct and expose. It upholds outdated ideologies that, I believe, are crushing common people under their teetering weight. But I’m not immune to the messages. I’ve grown up with the ideologies. I’m just as taken in by the simulacra as the next person. Sometimes, I’d like to ignore reality and exist in a space of hyperreality, in which money is endless, resources are endless, and the past was always perfect. So I find the streets of the mall peaceful and calming. I enjoy walking up and down them, staring into the windows, imagining what I would do with new furniture or a stationary set, and for a couple hours, ignoring reality and living in a dream.