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1. Course Name: CULTURES STUDIES
Group : A
Title of the Presentation: Consumption and the market
Name of Presenters: SOUFIYANE CHARRAOU
02/26/2025
Professor Abdeslam Badre_ 2023
[email protected]
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2. 02/26/2025
Professor Abdeslam Badre_ 2023
[email protected]
2
THINGS TO DO WITH SHOPPING CENTRES
Outlines
The Influence of Consumer Culture
The Emotional Effects of Shopping Malls
The Future of Shopping Malls

3. Professor Meaghan Morris (born 5 October 1950)
He is an Australian scholar of cultural studies.
She is currently a Professor of Gender and Cultural

Studies at the University of Sydney
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
3
Who is Meaghan Morris ?
Meaghan Morris 

4. The development of Shopping Malls
•She points out that malls were originally intended to provide a
climate-controlled, pleasant shopping environment, but have
subsequently expanded into much more.
•According to Morris, shopping malls have evolved into cultural
centres where people meet not only to shop but also to
mingle and experience a sense of community.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
4

5. The Influence of Consumer Culture
•According to the Morris, the malls provide a sense of
belonging and social standing, allowing us to express our
identities through retail therapy
•While shopping can be a healing experience, Morris warns
that overreliance on consumption can lead to feelings of
displeasure and emptiness.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
5

6. The Emotional Effects of Shopping Malls
•Morris claims that shopping malls have a negative emotional
impact on both individuals and society.
•The main argument is that shopping centers can serve as
"third places" that foster community and social interaction,
and that prioritizing public space in shopping center design
can have positive benefits.
•Morris claims that the artificial environs of shopping malls can
lead to a detachment from nature, anxiety, and sadness.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
6

7. The Future of Shopping Malls
•Morris predicts the future of shopping malls in the age of e-
commerce and online shopping.
•She suggest that malls will become more experiential and focus
on entertainment and leisure activities.
•Morris suggests that shopping malls will still be culturally
significant, but their exact nature and function may be in flux.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
7

8. 02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
8
ADVERTISING The magic system
Outlines
Definition of magic system and advertising ?
Enchantment and Desire
Advertising as a Cultural Force

9. Raymond Williams (1921-1988)
was a Welsh
 
socialist 
writer.
His writings on politics, culture, the media and
literature contributed to the
 
Marxist 
critique of
culture and the arts.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
9
Who is Raymond Williams?
Raymond Williams

10. Definition of magic system and advertising ?
•Magic is a highly organized and professional system of magical
inducements and satisfactions, similar to lower societies, but
coexisting with scientific technology.
•Advertising is the official art of modern capitalist society, used
to fill up our streets and magazines, and is represented by a
large body of writers and artists.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
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11. How Advertising Shapes Our Beliefs and Values
•According to Williams' reasoning, advertising fosters a
consumer culture that changes our views and values.
•Advertisements employ a variety of strategies, including
language, visuals, and symbols, to create a dream world
of desire and pleasure in which we aspire.
•We learn what is desired, fashionable, and useful as a
result of advertising, and this has a huge impact on our
sense of self and place in society.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
11

12. Enchantment and Desire
•Williams' concept of advertising as a "magic system" emphasizes
how advertisements create a sense of wonder and enchantment.
•Advertisements use a variety of visual and audio clues to elicit
excitement and expectation, enveloping the product with a sense of
magic.
•The magic system is not just about the product itself, but about the
emotional response it elicits, which promotes desire and pleasure,
resulting in a strong bond between the product and the user.
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
12

13. Advertising as a Cultural Force
•According to Williams, advertising is a powerful
cultural force that shapes our desires, beliefs, and
identities in ways that go beyond ordinary
persuasion.
•Advertising changes our sense of wonder, produces a
sense of belonging, and influences our sense of self
by employing a "magic system."
02/26/2025
Professor Abdeslam Badre_ 2022
[email protected]
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