Malling: A Postmodern landscape

Abstract

The recent development of the Brooklyn Mall in Pretoria is typical and indeed symptomatic of the diversification of the shopping, entertainment and leisure industry in South Africa. Changes in the political arena have led to an expansion of the hospitality industry with more choices being offered to sophisticated consumers. As Magliolo ( 1998:31) points out 'leisure and information [are] becoming the fastest-growing markets in the world today'. It is significant that shopping malls, as combined sites of leisure and commerce, increasingly operate as tourist attractions, and this may partly explain the refurbishment or extension of the malls at Sunnypark, Barclay Square, Arcadia Centre, Menlyn Park and Hatfield Plaza in Pretoria. This article contextualises the suburban mall as an example of Postmodern post-industrial capitalism, which has been influenced by the Disney prototype of themed entertainment. To illustrate the occurrence of malling, specific reference is made to the new Brooklyn Mall ( 1997, figure I), although the arguments can equally be applied to other new malls in Pretoria. This article demonstrates that Postmodern malls have changed the face of the contemporary landscape: not only do they contribute to the creation of class and economic identity, they also impart the notion of shopping as a social activity. In conclusion, the article intimates the future of the shopping mall, bearing in mind the impending increase of electronic shopping on the Internet, which many see as a threat to the traditional mall and its role in contemporary popular culture.