Lecture 4Outline of Last Lecture I. Recap of previous lectureII. Rules of SpaceOutline of Current Lecture I. Recap of previous lectureII. The Rules of Place cont. Current LectureRecap: -Rules of place- the spoken and unspoken, recognized and unconscious, ways people are expected to behave incertain settings-Cultural rules and understandings are:- Embedded in everyday spaces and landscapes- Shape the ways we move through them-When we talk about landscapes we’re interested in:- The things that are represented or signified by their arrangement- The social relations that go into its making- The kinds of social relations that are encouraged or fostered by certain places*Rina Swentzell’s piece: comparison of the cultural understandings shaping the Pueblo and the BIA day school.*David Grazian: Urban space, nightlife scene. Everyone seems to be trying to scam because of anonymity. People are suspect of each other. - Behaviors of treating people with suspicions are cultural behaviors; they are learned. Current topic: The Rules of PlaceTV Clips: 1. Seinfeld2. The Wire3. The Office GEOG 3 1st Edition- The Wire: Some things just stay with you. With money you get to say what you are. Is this true? o The girl changes the way she talks depending on who she’s talking to. o Cultural capital: educational, social, cultural, and intellectual forms of knowledge that some people have and that grant them a higher status and/or enable them to move through certain spaces more comfortably and easily. - The Office: Casual Friday episode. Meredith, party girl. Toby, head of Human Resources. What is funny about this clip? The fact that she does not know the rules of place. She is wearing a really short dress toher office work. Girls going to the club might wear that but not to an office. The fact that she’s a woman makes it funny. If it were actually a drunk man who pulled down his shirt or jeans, then it wouldbe seen as threatening and creepy. o Gender in dominant U.S. American society: The ways we define what it means to be a “real man” and “woman”. The ways people excluded from these categories gets classified (wrong or abnormal). The ways that people engage, negotiate, and challenge these categories by offering alternative ways to be “gendered”.  By gender she does NOT mean universal biological differences between males and females. NOR does she mean the cultural ways we interpret them. The very fact that we imagine only two categories of people is part of gender. Some societies have three or more categories Not everyone fits into these two categories Gender is culturally, contextually and historically dependent; what it means to be a man and woman changes in different situations and periods.  Ex: The way a professor might sit, or a male and female. -Cultural rules and understandings are embedded in everyday spaces and landscapes and shape the ways we move through them.- Ex: Shopping malls. They are not arbitrarily built. Matt Gottdiener helps explain the strategies designersuse to build them. Why are there so many malls? It is because of deconcentration.- Deconcentration: leveling off of pop growth in cities after years of being concentrated there; usually tied to the development of the suburbs and the movement of the middle classes to them.o Ex. Shopping malls. The mall has currently replaced the city center. - Semiotic analysis: analysis of signs and symbols. o Malls are trying to get us to spend money and shop. o They create an urban ambiance, which suburban dwellers crave. - 4 design principles of a mall:o Motif of the mall: what the mall as a whole symbolizes Ye Olde Kitsch Hi-Tech Urbano Design of the building of the mall Introversion” self-enclosed and protective atmosphere You want to get inside the mall as soon as possible Malls pretend to create a sense of a public gathering space, of town centero Instrumental signs inside the mall (signs of the store names/brands) Ex. Gucci: high cost, wealth, status, fashion, jealousy, competitiveness Ex. A & F: Southern Cali, physical attractiveness, youth, trendy, Americana, middle class or upper middle class Ex. McDonalds sign: fast food, cheap, affordable, globalization Ex: Nike symbol: The words don’t matter. o Engineer Pedestrian flow Anchor stores Sometimes you have to go all the way around to find the escalator The Journal of Retailing-The Shopping Malls as Consumer Habitat by Peter H. Bloch - Set up three research questions about the way people use malls:o What are the various patterns or behavior that occur within a mall? - Typology of mall shoppers:o Mall enthusiasto Traditionalisto Grazerso Minimalists Nielsen, My Best Segments, Zip code look up*Elizabeth Chin: Purchasing Power - Black girls who shop and live in New Havenville, CT. Some describe this part of town as dangerous. - Most girls grew up in hard working middle class families. Their families where underemployed. They lived with their grandparents. Surrounded by drugs and drive-by’s. - They shopped at The Dollar Store, etc. - Natalia and Tiona go to Claire’s. They go through the store touching and trying things on. The white lady from the store follows them though the store. They become self-conscious as they