Harun Farocki - Die Schöpfer der Einkaufswelten (The Creators of Shopping Worlds) (2001)
Monday, December 17, 2007
Shopping is an everyday cultural act, taken for granted, inevitable. Entering into the shopping world, the malls, can become Dantean descent into hell or a redemptive last supper. This experience is familiar to everyone and the appearance of the malls is omnipresent. This matter-of-factness is the result of a highly complex process. The arrangement of malls is guided by considerations of planning, management and scientific studies: there are consulting firms, relaunch analysts, a central organization, mall journals, and an annual congress in Las Vegas with 6000 participants, and laboratories that investigate what draws the customer's gaze and how a "spontaneous" act of purchase can be incited. Farocki's film "Die Schöpfer der Einkaufswelten" ("The Creators of Shopping Worlds") seeks to draw a picture of this - and magically charges our everyday images. (Antje Ehmann)
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