چکیده:
In this article, the subject of shopping is examined from three approaches. The first approach is sociological studies, in which shopping is merely a part of the subject of sociology. In this approach, more emphasis is placed on the typology of buyers. In the second approach, shopping is intertwined with a broader category called consumption. In this approach, we specifically mention Walter Benjamin. In his view, shopping centers are spaces for greater capitalist domination. The third approach is the approach of cultural studies to the subject of shopping. Shopping gains a degree of independence from the subject of consumption, and the look at shopping becomes positive, creative, and constructive. The result is that shopping in cultural studies indicates a fundamental shift in the structural principles of society from production to consumption. Shopping is a realm of social action, interaction, and experience that largely shapes the daily behaviors of urban people.
خلاصه ماشینی:
Even studies conducted on department stores and shopping centers have focused less on the cultural behaviors of shopping and have mostly been placed within the framework of a broader activity such as consumption.
Although in recent years cultural studies and social sciences have paid more attention to the category of shopping, there is no uniform and integrated perspective in this approach either.
Also, George Moschis 1 (1976) based on Stone’s work suggests that shopping approaches can be categorized according to the different types of information that people use when choosing products.
Benjamin's approach is important in this regard because a large part of the writings on shopping have been directly or indirectly influenced by his Arcades Project (for example, Chen 2 1996, Hopkins 3 1990, Shields 4 1992).
These consumer dream worlds, namely arcades and shopping malls, are, from Benjamin's point of view, the realization of fantasies that Marx spoke of in the book Capital and in the section on commodity fetishism.
Benjamin, in his project on arcades and during their examination – which are the early forms of today's shopping centers – discovered the damages and diseases of modernity.
In general, it can be said that in cultural studies, traditional research procedures regarding consumption are rejected, meaning that shopping and shopping centers are not considered as a space for domination.
Therefore, from our point of view, shopping spaces are not merely a place to exert bourgeois power or a space for people to become intoxicated with commodities, or, in Benjamin's terms, a “commodity fetish” but rather an active arena in everyday life that takes the lead in creating change, transformation, and recreating diverse cultural forms.
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