The shift to the suburbs instigated a migration of key spots of consumerism. Shopping center developers recognized the ability to “reinvent community life” by establishing suburban retail areas in a close proximity to the growing masses of homes (477). These new shopping areas in the suburbs helped boost consumerism because families were not forced to drive into the city to purchase commodities. Instead, the short drive to regional shopping centers was easy and embraced by the millions of families in suburbia. Developers also saw the importance of linking together civic and commercial activities. Creating an “old-style community with new-style unity and efficiency” attracted people because of the reminiscent yet vibrant feel to the shopping centers (478). Therefore, these centers would appeal to customers of all ages.
The segregation that existed in these market areas pointed to a broken system that sought to exclude minorities by using whatever means necessary. For example, Cohen points out how “bus routes were carefully planned to serve non-driving customers, particularly women, from neighboring suburbs, not low-income consumers” (479). Investors and developers of these shopping centers hesitated to encourage integration and equalization in their sphere.
Cohen discusses the privatization of public space and the controversy this issue has caused. The courts have studied the role of free speech and private property concerning the shopping centers. Cohen uses examples of court cases heard in New Jersey regarding this topic. Shopping centers have purposely created a distinct public feel to them; therefore, the free speech of citizens should be protected.
Discussion Question: Do you think shopping centers are exclusively private property and therefore demonstrations, strikes, and other expressions of free speech should not be tolerated?