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Anne Nortons book The Signs of Shopping discusses the way in which malls catalogues and home shopping networks sell you what they want by telling you who you are Malls today are no longer a place where individuals in society go to buy items such as clothes and make-up In the book Norton analyzed the many tactics used to make the consumer think the way they do now Norton believes that malls catalogues and home shopping networks have become a construction of self-identity with social interaction and class distinctions Norton believes malls are one the things that help create identities Norton notes the mall as a lexicon of American culture a dictionary of American culture due to the many different types of garments that are display on the mannequins Each type of garments has a meaning of its own For instance walking through the mall is like walking through a dictionary with each garments connoting a certain image that is label in American culture The womens role when shopping is supposed to provide the necessaries for their family Their husband provides the money so they can shop for those necessaries Norton believes that due to shopping women realizes that shopping didnt have to be just another role they had to play it became a leisure and self-identity thus giving the possibility of subversion Norton gave an example of subversion by stating When she buys things her husband does not approve of she further subverts an order that leaves control over property in her husbands hands The search for the best prices can also be subversive For instance if the consumer and the salesperson were of the same gender or class the salesperson would most likely tell the consumer when to come back for a better deal Norton points out that the reason why this would happen is because the salesperson and the consumer can relate more The consumer and the salesperson is going against
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