Jordan Fiske analogizes consumerism to religion by saying that "Shopping malls are cathedrals...commodities become the icons of worship...". Capitalism holds a power over people that cannot be easily rebelled against. People are constantly drowning in advertisements, and the pressure to "...'buy' the truth on offer".
Particularly for women, keeping up with the latest fashion trends and beauty essentials has led to a feminization of shopping culture. Historically, women have been subjugated to their expected roles of domestic servitude to their families, and shopping has served as advertised form of "freedom" for women. I find this very ironic considering the fact that spending money on commodities owned by corporations that often still uphold patriarchal values despite designing their advertisements as 'feminist' and 'pro-women'. Advertisements often claim to celebrate women of all body types, ethnicities, and color, but brands like Victoria's Secret almost exclusively showcase traditionally sexy and thin women.
Since malls are promoted as public spaces instead of the corporate properties that they actually are, many activists and organizers disrupt these spaces in order to show their resistance and spread awareness of these shops' (hidden) misdeeds. For example, we were shown in lecture a video of a group of organizers displaying their disapproval of illegal settlements on Palestinian lands by protesting and putting up a wedding-themed play.
This is a very effective form of activism that directly places issues in front of people who try very hard to remain clueless of others' plights. It uses art to further mobilize people into not remaining passive. Additionally, it directly disrupts the distorted reality of store-settings.
However, I do believe that it takes a certain kind of white privilege to be able to pull these kinds of activism off without being harmed by police/other security personnel.
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