Jobaida Rahman
English 102
Professor: Victoria Kingsley
Miniature of America
Malls are not simply a place for shopping and eating. It is much more than what
people imagine. Of course, for the most part, people go to malls for shopping or to eat
something just because malls are the conglomeration of many shops and restaurants.
However, people not only go there for purchasing but as well as for chatting with friends,
killing time, relaxing, exercising, and so on. Malls accommodate with big enough space
that people can do anything that they want.
Malls are miniatures of American culture because there are many types of people
and every kind of product which Americans would want. Anyone can visit a mall and
experience the nature and the culture of the American society and see, feel, touch, smell
and even taste what it’s all about. Also, because you can see habits that are peculiar to
Americans, they are the best places to learn about culture, especially for foreigners.
American malls have every type of visitor, from babies to elders, men and women of all
races and skin colors.
Just like any other mall the CambridgeSide Galleria has many types of people of
different races and cultures. It is a place being used for entertainment and shopping by
people from all over the world. This paper is a field study of my observation of the
diversity at the CambridgeSide Galleria mall as well as of how people spend their
Saturdays at the mall.
The CambridgeSide Galleria mall opened in 1990, located in Cambridge,
Massachusetts (http://en.wikipedia.org/wiki/CambridgeSide_Galleria). Unlike many
other malls in the USA the Cambridge Galleria is located on the banks of the picturesque
Charles River with a breath taking view. CambridgeSide Galleria is 900,000 square feet
enclosed urban shopping center which is not that big compared to the other shopping
malls in the USA. Although it is not the largest shopping mall in the world, the mall
boasts a young and culturally diverse adult demographic and generates traffic of more
than 10 million visits per year (http://www.cambridgesidegalleria.com/).
It was Saturday morning when I started my day at the mall for observation. As I
was walking through the door the aroma at the food court greets you. The mall isn’t open
yet but there are many people already there. Many are there waiting for the stores to open
so they can beat the crowd, while others are waiting for their favorite restaurant to open.
The mall serves many purposes to the communities that they are in; whether it is
teenagers, children or adults.
I have noticed that mall is composed with all types of people. Depending on the
time of day will tell you what groups of people you might see there. The mall is a place
that commonly serves many different age groups for many different reasons. Children
usually come with their parents and their favorite place is the toy store. For teenagers it is
a place to hang out with friends, find a job, as well as shop. It is also a place where
parents feel it is safe to let their kids hang out without supervision. For adults and seniors
it is a time for the family to be together or exercise in a safe, warm, and dry environment.
It’s a place where they can get a lot of items that you need without going to multiple
places.
The sliding glass doors swished open as I stepped near them. As I walked inside,
the volume of sound and the noise level has changed. I can hear people chitchatting and
kids screaming everywhere. The pitter-patter of feet on the tile floor made echoed
through the mall. I also hear the crinkle of bags and jingle of purses; a happy child with a
new toy; I smell the mixed food aromas from restaurants; I hear someone laugh out loud;
I see bright signs advertising things. Some kids are dragged along, not wanting to be
there. Overall walking, talking, and laughing people! People! Everywhere people.
I have noticed that most families with kids go to the kids clothing stores or the
children department in big stores like Sears and Macy’s or of course the toy store. I also
hear a nice piece of music when the door opens and the shoppers enter. The cashier greets
everybody; bright colors and sales tags are everywhere; racks are organized by stylish
and high quality clothes and are arranged by designs and colors. While parents go "sale
hunting", kids mess the racks too.
This is kids' favorite part; they never miss the temptation of "Please Try Me" from
the toys. Different kinds of toys are there such as Mrs. Potato Heads, remote-control
turbo cars, Barbie hot tubs, Hula-hoops, jungle gyms, G.I. Joes, video games, plain old
pinwheels, Part Monster, Part Human and More. When I was a kid, I remember doing the
same exact things as I see these little children doing now. Some adults are overwhelmed,
not just by the variety, but by the toys themselves; composite creatures that looked part
monster, part soldier, part computer, and part human. An hour inside the store somehow
changes the mall experience. Eyes glaze over. Parents become cranky. Finally kids pick
their toys with a smile on their face excited about their new toy.
The most interesting thing for the kids is the little toy rides when they walk by the
stores. The entertainment of it is just striking to them. The horses go up and down as the
rides continue. Each ride has different detailed designs making each one stand out from
the others. Every time a parent walks by, their kids beg for permission to go on a ride
asking for quarters to put into the rides in order to ride them. When they don't get their
ways they drag their feet and pout as mom or dad struggles to keep calm while pulling
their child through the mall. A little girl holding a giraffe asks for a ride with her eyes
gleaming with anticipation. Other children anxiously wait for their turn to ride. They
form a line trying their best to contain their excitement and stand still. When they finally
get on, they smile from ear to ear.
Stepping inside to the food court, the first thing that hits me is the sound. It
crashes over me, engulfing me, drawing me in. I step closer, into the midst of it. In the
mean time, I smell the mixed greasy aromas, together in one heavy, thick smell that
crawls into my pores. It is a clean, bright, modernly decorated indoor place with many
chairs and tables. People carry fries, Chinese chicken, and pizzas as well; others bite
juicy burgers. Waterfront Food Festival court has something for everyone from bagels to
burgers, sushi to sandwiches. The hungry starving shoppers made it seem like the food
court is the perfect place to eat, it was tasty, convenient, and casual for everyone.
To my left sat a young couple, anxiously feeding their toddler chicken nuggets
dipped in tomato sauce. The two year old cries and whines because of crankiness. Also
there were a lot of other tired children who expressed their exhaustion, hunger,
annoyance, whatever they are feeling by screaming and crying loudly and frequently. The
parents tried to keep the children calm and quiet but it seemed impossible. Promising to
take them to the toy store finally calmed the little boy and his sister.
I stepped outside of the food court to feel the fresh air and the breeze in my face
while. There were many families and tourists standing in line at the ticket booth waiting
for their turns. Some seemed excited to go on the ferry ride with a glowing smile on their
faces. Others were waiting impatiently in line so they can get their tickets already and get
on the cruise. The ferry was white with a red and white striped rooftop floating on water.
Tourists were standing in front of the boat taking pictures of themselves as well as the
view of Boston and Cambridge.
Coming back inside the mall, many different people were walking in and out of
the large department stores and inside the interior of the mall. However, the vast majority
of people I have noticed walking among the mall were groups of young teenage girls. The
group of young people to my right are laughing, shouting, and flirting. The mall has
become the major hangout for teenagers, where both males and females roam around to
show themselves off to people of the opposite sex. Most adults and teenagers were using
the mall for their dating place. The moments of heart smiles include watching couples
walking along hand in hand. The mall lounge is one of the hangout places to find a date
for teenagers according to some of my friends. Most of couples were walking around and
talking with their dates as if there was nothing else better in the world.
As I continue walking inside the mall I see some teenagers and middle aged
women having their manicures and pedicures. While others walking around a large
enclosed space to get exercise. Many students were using the mall as their study area
sitting there and using their laptops. Since the Cambridgeside Galleria is close to two of
the most outstanding universities in the country many students were seen there as well.
I looked at the cashiers ringing up people’s items they were very young and in
school working part time jobs as well as going to school. The Cambridge Galleria is not
only for entertainment and shopping but it contributes to the economical and social life of
the consumers. It provides great opportunities that contribute tremendously in the
economical sector. This is improving greatly the economical situation of this generation
by helping them be independent from their parents as well as to provide them with a
financial source for their studies. Actually, it is considered the best way to keep away
from unemployment, and to provide funds for living. That is why most malls hire
students for jobs at the mall (http://bangalore.vivastreet.co.in/graduatestudent+bangalore/wanted-students-for-part-time-job-to-retail-outlet-in-mall/14497613).
Therefore, students can earn their own expenses while studying.
Overall people with kids or without kids are all enjoying, relaxing, exercising, and
having fun in the mall. As you can see the mall serves many purposes for many different
types of people. The mall offers a great time to anyone of any age. It serves as a social
gathering place, a safe place to exercise, and a place for employment. Without malls
many people would have a hard time fitting everything in to their hectic schedules. The
mall serves as a one stop shop for many of the important aspects in one’s life.
Work Cited Page
"Wanted Students for Part Time Jobs to Retail Outlet in Mall." Vivastreet. 16 Jun 2009.
24 Jun 2009. < http://bangalore.vivastreet.co.in/graduate-student+bangalore/wantedstudents-for-part-time-job-to-retail-outlet-in-mall/14497613>
"Leasing." shopcambridgeside.com. CambridgeSide Galleria. 24 Jun 2009
<http://www.cambridgesidegalleria.com/info/leasing.cfm>.
"CambridgeSide Galleria." Wikipedia: The Free Encyclopedia. 08 April 2009. 24 Jun
2009 <http://en.wikipedia.org/wiki/CambridgeSide_Galleria>.