Electricity filled the air; perhaps ecstasy better describes the scene. The excitement hit a fevered pitch reminiscent of religious revivals or populist rallies. And for an "America in the '90s" event, the opening of a shopping mall may carry the same communal potency of the above- mentioned experiences. Shared consumption has become a primary bonding experience for many Americans.
It's a Mall World After All
The mall that opened August 11 in Bloomington, Minnesota, is not just any mall. It is the Mall of America, the mega-mall, the largest indoor shopping facility in these United States and second worldwide only to West Edmonton Mall in Edmonton, Alberta. On any given day, mall officials expect more mall shoppers than the city of Bloomington has people (86,000+). The hope of developers and merchants is that 12 million more people will visit this shopping center than will visit Disneyland each year.
If opening day is any indication, their dream may come true. WCCO, the local CBS affiliate, in a non-scientific poll found people from 23 states on the mall's first day.
The mall will have no problems serving all the folks. Five ice cream parlors, three cookie shops, and five candy stores await visitors. The U.S. Postal Service has an outlet there, as does the Bloomington Police Department. Warner Bros. has a merchandising store, as does Walt Disney. Seven music stores and five sporting goods stores should fill the cravings of most shoppers.
Americans find excess in all things reassuring, it seems. Massive government buildings and city halls used to give citizens a greater sense of security. Citizens, now known as consumers, prefer enormity in their shopping centers these days.
Representative of this thinking was one woman I interviewed on opening day. She had traveled the 100 miles from Eau Claire, Wisconsin, in order to experience the call of the mall. She explained simply, "I wanted to be here for opening day so I could tell my grandchildren about being present at the mega-mall on its first day of business."
Unfortunately for this woman, the drive of a consumptive society will inevitably mean that either this mall will be surpassed in size by the time her kids have kids, or it will have failed, leaving behind the largest indoor commercial ghost town in America's history. Not to mention another bill for America's tax payers.
But with all the money put into advertising (and with the free advertising offered by TV and radio stations), the real news is that this dinosaur might bring about the extinction of downtown and neighborhood commercial districts instead. WCCO broadcast live the pre-opening gala, a $75-per-ticket, "tux and tennis shoes" affair. Radio AAHS, the Twin Cities' children's radio station, broadcast from Macy's, one of the foundational stores, on opening day.
And those tills were very, very busy. There will be stories for many a grandkid, it would seem.
A Melrose by Any Other Name...
The advertisers selling the mega-mall are fast on the heels of a new demographic perception. While Depression-conscious senior citizens are reluctant to spend unnecessarily during a recession, and angst-ridden baby-boomers are unnerved by the economic future, the "twenty-something" generation has been discovered.
Mademoiselle magazine commissioned the Roper Organization to study this much-maligned demographic. The findings were interesting. A large percentage, especially of men, in this age group is still living with family or a parent; their material needs are met at home. Also, 20-year-olds are delaying marriage and family, allowing them to spend a higher percentage of income on themselves than any other demographic group.
Twenty-somethings shop as a form of entertainment and buy more designer labels than their baby-boomer parents. Already these young people are buying what once were thought to be older-market interests, such as face creams. I guess the future's so dull that a buy-what-you-can attitude has set in.
TV moguls, imbibed with a remarkable sensitivity to the ad folks' demographic realizations, have noted the desire to shake loose some coins from the pockets of these late-teen-to-post-college-agers by developing shows that pique their perceived interests. Gone this fall are the tried and true shows with "aging veterans" as stars, such as Andy Griffith's Matlock, Carroll O'Connor's In the Heat of the Night, and the strong ensemble of The Golden Girls. The viewers of these shows just didn't buy enough to keep advertisers interested.
Fox Television made the first foray with Beverly Hills 90210. The success of that high school hit gave life to Melrose Place, an angst-by-the-poolside ensemble drama for those whose tassels were turned a few years ago. The show will be taking on the important social issues of the time for young people, according to the show's producer, just as 90210 does for high-schoolers.
Fox debuted Melrose Place this summer in an effort to beat the fall rush and catch some regular viewers before the other networks show off their own new lineups. CBS has answered with its own summer premiere, Freshman Dorm, a story about the exploits of three female "coeds" who share a dorm room and, coincidentally, three young men who represent sport, spirituality, and standards.
Though the producers admit they are not trying to do social commentary in this show, the women - one rich, one poor, and one between - make some half-witted attempts at critique of class consciousness on campus. The one African-American character has the best line in the opening show, however: "Be careful what you wish for, Zack. I once wished for a black Supreme Court Justice and I got Clarence Thomas."
Why are ad people so attracted to this genre that they are willing to fill the schedule with like shows? Because these programs define the styles of a generation. If Luke Perry (star of 90210) wears designer sunglasses on the set, sales in the stores are sure to soar. All these eager young consumers need to know is what to consume. These network dramas make it easy to know.
Radical Christians are left to figure our place in this foreign land. Though we want to resist the allure of America's offering for community - the shopping center - we feel like David battling Goliath. Or better yet, we feel like Daniel, who while struggling against the powers of his era, found himself in the Lion's Den. For us, as for Daniel, the most important challenge may be to keep ourselves from getting "malled" to death.
And Absolutely Unrelated...
For those who appreciate good journalism, there is a change worth noting. Scott Simon of National Public Radio's Weekend Edition fame will become co-anchor with Jackie Nespral (formerly of Univision and Television Marti) of Sunday Today (Mary Alice Williams and Garrick Utley are leaving) and the new Saturday Today, an adult alternative to the violence we call Saturday morning cartoons.
Sunday Today is one of the bright spots of network television, and Scott Simon is unequaled in his radio work. Don't be surprised to see topics covered that interest Sojourners' readers.
Bob Hulteen was the culture watch editor for Sojourners when this article appeared.
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