The social semiotics of shopping centers as consumption cathedrals: the sample of ‘Forum Bornova shopping center’

Abstract

This study is conducted on today’s multi-purpose shopping centers which are the most crucial references of consumption cultures. Their peculiar and identifiable design elements are analyzed according to the social semiotics approach. Moreover, experiences of shopping which are realized in these centers are studied in the context of the aesthetization of everyday life and leisure time activities. As a result of literature review and case study which is conducted in the research, it is emphasized that some elements of  ‘real urban places’ are imitated by ‘re-designing’ in such a type of consumption centers. Furthermore, it is expressed that the complicated, ambiguous and problematical structure of the real city is re-designed and re-organized in more isolated and sterile environment. Although they are the imitations of some features founded in ‘real urban life’ in which are offered some forms of  entertainment, relaxation and social activities in addition to whose basic aim is ‘consumption’, it is claimed that the shopping centers are the rationalized and mechanical forms to try to just motivate to their visitors in order for them to consume.