Originally Published September 25, 2009.
So I’m standing here in front of a gigantic sexy non-recyclable imac sipping Caribou coffee through a plastic lid that excretes dangerous levels of estrogen into my bloodstream. (#6 baby, still legal! At least its cheap to produce, right my conservative amigos?) Rhea and I had to go down to the mega mall, because her Ipod is broken. We’re sitting inside the Apple store, (where Mac does classes… only in America do education and consumerism go so firmly hand in hand) waiting for service.
It’s been a while since I’ve been to the mega mall. This is the first time I’ve been back since coming back from Cuba, and it’s kind of freaking me out. For example, the amount of advertising in this one building is terrifying. We had to walk around the mall to find the apple store, and in three straight-aways of mall, I’d guess I saw at least 35 gigantic smiling faces staring at us out of posters and ads in store fronts. It’s noisy too, the sound level of piped in shit music is annoying. Apparently, John Mayer’s “Waiting on the World to Change” is the theme song for fixing the consumer economy. Apparently change means buying a new pair of shoes, a brand new coffee mug, and a “Brett Favre, we will never forgive you Love Wisconsin” t-shirt.
Even worse is how my mind reacts to this environment. A lot of the advertisements have no effect on me whatsoever. I can walk right by Steve Madden and not give a shit. But the Bose store? F**k. Those big shiny posters make me immediately go into a fantasy land where I’m sitting in a tuned room in front of Bose brand speakers, with a Mac branded computer, working on a Digidesign branded console with my Fender branded bass making American branded music. It happened to Rhea too. As we held hands walking through the mall, both of us had to pull each other away from various stores that have been hitting us with advertisements since we barely had the comprehension to speak. Neither of us are particular fans of consumer culture, and neither of us like the mega mall, but we’re still here in a gigantic complex with no clocks, contemplating how a new Burton snowboard might fill that void in our American souls.
I’m turning the clocks back in my mind to the first moments I spent in Cuba. We went 10 miles (thats right people) driving from the Airport to the hotel without a single advertisement. Billboards, few and far between, commemorated the Anniversary of the Revolution. Malls barely existed. But overall, an interesting dynamic arose in WHERE people hang out.
Down by the sea wall, people would gather and relax after work with friends. I would say I saw as many people gathered around the sea wall on any given night as you would see gathered at a mall cafeteria. You don’t see that type of socializing in America anymore. We’re off of work, and we’re either home, or at a store. In fact, try to come up with a social situation you’ve been in in the past few months where you haven’t bought something. American social life revolves around consumption. We don’t ask girls on dates, we ask them out for coffee. Long walks on the beach? We all seem to love them, but we take our loved ones to the movies instead.
But the thing that really gets me, is I can remember the looks on people’s faces. In Cuba, people on the street look straight ahead, conscious of where they are and where they are going. They wave at friends, look at their surroundings, and smile while walking down the street.
Here, in the consumer complex that is the mega mall, People do not look at each other. The general stance is to look at a forty five degree angle downward, unless an advertisement or a store catches one’s attention. Then, people will look to the sides of the walkways, wandering aimlessly between stores with a slightly confused empty expression as if to say, “Maybe these shoes will do the trick,” or “Perhaps a new Victoria’s Secret thong will fix my marriage.”
I miss Havana. I miss Cuba. I miss my people down there. But most of all, it frustrates me to be here, in a seemingly uphill battle with the culture of consumption. And its not just the posters around me, the rat race mall that surrounds me, or the job that gives me just enough money to contribute to the whole shit storm. It’s the feeling I get when I pass that ad for Pumas, and for a split second, I think… “I could be HAPPY if I only had those.”
The ads cut deeper than we think.




