( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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SHOPPING MALLS: THE SPACE OF CONSUMPTION, LABOR AND THE ENTERPRISING SELF

    1 Author(s):  SHILPI SINGH

Vol -  6, Issue- 1 ,         Page(s) : 431 - 442  (2015 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The construction of more and more gitzy shopping malls has accompanied the recent initiatives towards making Delhi a World- Class City. According to those who support the World -Class City model, a world- class city means certain world class facilities and thus, by extension, world class shopping spaces. Shopping malls have generally been seen as planned, closed areas which have well maintained ambience. Despite open entry the crowd is well regulated inside the shopping area. However, what has simply escaped to catch one’s observation about this planned architectural structure with numerous stores, shining lights, clean floors, minimum noise pollution and a well regulated crowd is the fact that such spaces and the various modalities through which it functions are leading to the formation of new subjects and subjectivities by enlisting individuals in a race of conspicuous and symbolic consumption and crafting of the stylized as well as enterprising workforce. Recently, the fast pace of technological developments have actively bolstered this kind of subjectivity. This paper seeks to explore these new kinds of subjectivity that are created by the interaction of these new spaces and the attendant technological developments.

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