Page 28 - Msingi Afrika Magazine Issue 27 Final

Community

SHOPPING ADDICTION BY DESIGN

Why Are Shopping Malls Targeting Children?

John Wills Njoroge, Nairobi Kenya.

Instead of addressing and facing the pain, our society has created false meanings
rooted in materialism. This falsehood promises satisfaction but often yields hollow
dissatisfaction...

e are witnessing an increased their sources of information. This social
focus on shopping malls shaping significance creates a false sense of power
Wtheir marketing approach to to choose and perceive malls as avenues for

capture children. It is well articulated as a converging cultures and communication.
parent shared with me that a certain mall Shopping malls serve as primary spaces for
creates a sense of safety for parents to consumerism, where adults can acquire the

consider leaving their children at the play products and services they desire. They are
area for a whole day (This is not normal). designed to function as markets and have
Some parents are attaching their social even been dubbed a “science” by some. By
significance to making shopping malls examining how populations interact and

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