Abstract

Malls have become social magnets for people of all social strata, young included, and, in this guise, they apparently emulate churches in their function of ritually congregating people at weekends or on Sundays. In the following we shall endeavour to read the city malls (in Transylvania) from a Cultural Studies perspective with the goal of showing that they function as cultural loci for youth congregation, as well as powerful agencies of identity construction. We aim to prove that through their ritual presence in malls and their consumption and reassignment of meaning to mall space (teens make special use of mall space quite often contrary to, or at least different from, the original intentions) adolescents perform and display self-identities. The underlying assumption is that consumption is symbolic and that teens in malls consume signs and meanings rather than just commodities. During the process, there occurs a construction of sorts, that of self- or group identities, for this is an era where young people increasingly define themselves through what they consume, be it commodities or signs. Our concern is with how malls are appropriated by teenagers, and how through the ritualistic pursuit of leisure and pleasure therein Romanian teens consecrate the function of malls of symbolising a specific world view, a system of beliefs, and a set of attitudes, very much like religion does. Thus, while primarily secular temples (now a commonplace syntagm for malls), malls may be said to epitomize the sacred symbols of young people today1 although, at face value, they seem to tend to mundane rather than spiritual needs