Dreaming in the Temples of Consumption: Shopping Malls and Department Stores Dreams

  • Marlon Xavier


This chapter analyzes dreams related to shopping malls, comparing them with the symbolism in the movie Metropolis, ending with a series of dreams from the same person. It shows that dreams can reveal a deep, objective critique of sociocultural reality: the consumerist imaginary engenders a massive colonization of symbolic imaginaries, replacing their symbols with fabricated signs and simulacra. Its semiotic imagery appears as a totalizing ideology that simulates archaic représentations collectives and a mythic imaginary or regime. Dreams represented such imaginary as producing the commodification of psychological factors that are definers of subjective identity, especially irrational factors such as desires, emotions, imagination, and instincts. This process of colonization was understood as participation mystique, an archaic unconscious identity that underlies the colonization of the subjects’ unconscious.


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© The Author(s) 2018

Authors and Affiliations

  • Marlon Xavier
    • 1
  1. 1.University of Caxias do SulCaxias do SulBrazil

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