GANGA STYLE

With the consolidation o the costumer society, the act of shopping changed from being a mere act to satisfy a need into a pleasure activity in itself, what we know as "going shopping". From the beginnings until today, mass media (not only the informative ones but also the fiction ones) have been the ones in charge to sell and promote this new concept of shopping. Shopping as an authentic experience, turning it into one of the leisure activities par excellence in our society.

Not only the imaginary created by mass media drive us to GO SHOPPING. Big stores and brands do big investments in marketing and design to win our hearts through seduction. In this way, nothing inside a shop is arbitrary: lights, music, scents, arrangement of the space… everything is prepared to drive us to the "status of magic". In a close, euphoric, tempting environment, we go out of our minds and end up shopping in an irrational way.

According to psychology, the acquisition of a product in exchange for money supposes a small dose of instantaneous satisfaction. Maybe we could pay attention to how much time that satisfaction lasts. Also, beyond the loss of money and the accumulation of clothes caused by the shopping as a habit, we could think what in the long term that satisfaction fulfill us… if it even really does.