In this modern era, each person definitely had ever gone to
shopping mall, especially for those who lived in a big city. Most people also
choose mall as a place to spend their leisure time, hence, mall can be said as an
identity of modern society. Shopping mall has become popular since 18th century in England. According to
wikipedia.com, “the first shopping mall in the England is The Oxford Covered Market in Oxford which is
opened in 1774 and still runs today.[1]
The first shopping mall in Indonesia was located in Jakarta which is called
Sarinah in 1962. [2]
Nowadays, we can see many shopping malls were built.
For instance, in Surabaya we can see there are more than 5 malls were built,
such as Grand City, East Coast Mall, Galaxy Mall, Tunjungan Plaza, Lenmarc,
Darmo Trade Center, and many more shopping places there. Shopping mall is one
of the places that you can
buy anything such as clothes, food, etc and get many entertainments there such as playing game, watching
movie in cinema, and so on. According to wikipedia.com, “Shopping mall is one
or more buildings forming a complex of shops
representing merchandisers, with interconnecting walkways enabling
visitors to easily walk from unit to unit, along with a parking area — a
modern, indoor version of the traditional marketplace.”[3]
In the past, many Indonesia people get
their entertainment by going to the park, beach and so on. Then, when they need
to buy clothes, foods, and many more they will go to the small shops in the
street or maybe go to the near market. However, nowadays every people prefer to
choose shopping mall than the market or the small shops. They have some reasons
for it. They think that shop in shopping mall is more efficient and
comfortable. Shopping mall gives many facilities such as air conditioner, a
large parking lot and also complete things. According to Brittany Tedesco
Journal, “It’s clear that malls
provide many benefits. They allow for more convenience and make the shopping
experience easy. In addition, people often go to the mall to socialize and
“sometimes just for the fun of it”. Malls provide a great amount of
entertainment and fun.”[4]
In modern society, every one want to be as
efficient as possible and they don’t want to find things hardly. If they go to
the market maybe they can only find, food and clothes they can’t get some
entertainment. In addition if they go to small shop they maybe can’t find all
of the thing that they need. So that, many modern people prefer to go to
Shopping Mall than go to market or some small shops.
Shopping mall is not only the place for
adult people to buy something but also the place for teenagers who want to hang
out with their friends. Then, it is also become the place for a couple who want
to date. They choose shopping mall as the place for hang out or date because
shopping mall is more comfortable. Then, they also can talk long times in a
cafe by buying one cup of coffee or anything else.
From those conditions, we can see that
many modern societies always go to the shopping mall. Shopping mall becomes one
of the places that must be visited. Every modern society must be ever visited
shopping mall. One of the way to be regarded as a modern society is visit
shopping mall. According to Arifian blog, “People think that one of the
requirements for country to be regarded as developed country; they have to
build many shopping malls. It
is because the existence of shopping mall in one country shows that the local
government had many fund to make
public facility and to modernize country.”[5] Therefore,
I can say that shopping mall has become
an identity for Indonesian modern society.
[2] Mall
Heaven, by Patung, Business & Economy, 30 November 2006
[4] Tedesco, Brittany. Mall and The Emphasis on Identity. Retrieved on July, 2, 2012, from
http://btedescoams200.blogspot.com/2010/11/malls-and-emphasis-on-identity.html
[5] Arifian. Mall sebagai Identitas Masyarakat Modern. Retrieved on July, 3,
2012, from http://gasukagausahliat.blogspot.com/2011/01/mall-sebagai-identitas-masyarakat.html
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