FCVM1400 Buying or Dying? Media, Consumption and the Making of Self Section 32
FCVM1400购买还是死亡？媒体、消费与自我塑造 第 32 节 

Field Trip 1: Instructions & Reflective Diary Briefing (Individual Assignment, 15%)
实地考察1：指导和反思日记简报（个人作业，15%）

Theme: An ethnography at shopping malls
主题：购物中心的民族志

Introduction
介绍

In contemporary culture, shopping is just one of our social activities in modern urban life. Shopping malls are located on every single corner of the street in Hong Kong and all over the world. Some people are looking for identity for shopping, some are enjoying the crowds whereas some are shopping for romance and consolation. When you’re strolling around shopping malls, you can experience how the architect and design will direct consumers to walk and to shop. Our consumption somehow will be automatically dictated by the architecture of the mall and most of the consumers get lost.
在当代文化中，购物只是我们现代城市生活中的社交活动之一。购物中心遍布香港和世界各地的街道每个角落。有些人在寻找购物的身份，有些人在享受人群，而有些人则为了浪漫和安慰而购物。当您在购物中心漫步时，您可以体验建筑师和设计如何引导消费者步行和购物。我们的消费在某种程度上会自动受到购物中心建筑的支配，大多数消费者都会迷失方向。

The Field Trip
实地考察

In Week 7, you will be brought to a shopping mall in Hong Kong. In this 3-hour field trip, you are going to examine how consumption is applied in the modern architect of shopping malls and how the design implicitly instills the ideology of consumerism to consumers. You also need to visit different shops in the malls to explore the consumption culture. Please remember to bring along your smartphone / camera to take photos during the journey.
在第 7 周，您将被带到香港的一家购物中心。在这个 3 小时的实地考察中，您将研究现代购物中心建筑师如何应用消费，以及设计如何隐含地向消费者灌输消费主义意识形态。您还需要参观商场内的不同商店，探索消费文化。请记得带备您的智能手机/相机，以便在旅途中拍照。

The classroom lecture will be moved to the following shopping mall visit on Week 7.
课堂讲座将在第 7 周移至以下购物中心参观。

New Town Plaza, Shatin Centre Street, Shatin (Shatin MTR station, Exit A)
沙田沙田中心街新城市广场 （沙田港铁站 A 出口）

https://www.newtownplaza.com.hk/home-en

Guiding Questions
指导性问题

During the field trip, you should observe the building, environment and consumers carefully, then you may think about the following questions (There is no need for you to answer all these questions. You can explore your own findings):
在实地考察过程中，你应该仔细观察建筑物、环境和消费者，然后你可能会思考以下问题（这些问题都不需要你回答。您可以探索自己的发现）：

Observe the architect and utilization of space in the mall. Discuss how power structure and class struggle are reflected from these areas.
观察商场的建筑和空间利用。讨论权力结构和阶级斗争如何从这些领域反映出来。

Examine how consumerism and/or materialism are instilled from the mall design and on-site promotions.
研究消费主义和/或物质主义是如何从购物中心设计和现场促销中灌输的。

Does the shopping mall create the “Making of Self” for consumers? How does it create?
购物中心是否为消费者创造了“自我塑造”？它是如何创建的？

Take note of the conversation of consumers. Discuss how the mall encourages consumption from the eye of the consumers. Compare the findings with your earlier observations. Are they corresponding? Or what are the other reasons that motivate consumption?
注意 消费者的对话。讨论购物中心如何从消费者的角度鼓励消费。将结果与您之前的观察结果进行比较。他们有对应的吗？或者激励消费的其他原因是什么？

Examine what ideologies contribute to purchase in chain stores or other stores in the same category. For example, why and how do people purchase in luxury clothing shops differ from those from chain clothing stores?
检查哪些意识形态有助于在连锁店或同一类别的其他商店购买。例如，人们为什么以及如何在奢侈品服装店购买与在连锁服装店购买？

Summarize your observations of the verbal and nonverbal reflections of consumers. Examine if the mall creates a ‘happy shopping experience’ or any other experience to consumers.
总结您对消费者的语言和非语言反映的观察。检查购物中心是否为消费者创造了“快乐购物体验”或任何其他体验 。

Discuss other motivations that draw people to revisit the mall.
讨论吸引人们再次光顾购物中心的其他动机。

Justify how the qualities and motivations you mentioned encourage consumption culture.
证明你提到的品质和动机如何鼓励消费文化。

What other findings can you conclude in this field trip?
在这次实地考察中，您还能得出哪些其他发现？

Submission
提交

After the field trip, you should write your individual reflective diary in English in approximately 500 - 600 words (excluding captions). You should also include 3-4 photos with captions that you have taken in the mall. Please state the word count at the end of the paper.
实地考察结束后，您应该用英语写下大约 500 - 600 字的个人反思日记（不包括标题）。您还应该包括 3-4 张您在商场拍摄的带有标题的照片。请在论文末尾注明字数。

You should submit the reflective diary to Turnitin in Moodle to check plagiarism in advance. Late submission is not allowed. The similarity should not over 10% and resubmission is allowed before deadline to maintain the requirement of similarity. Similarity over 10% will receive a fail grade. There will be one sub-grade deduction for each day a paper is late, including the first day.
您应该将反思日记提交给 Turnitin in Moodle 以提前检查抄袭。 不允许提交。相似度不应超过 10%，并允许在截止日期前重新提交 ，以保持相似度的要求。相似度超过 10% 将获得不及格等级。论文迟交的每一天（包括第一天）都将扣除一次子等级。

Submission Deadline: Week 12 (20/11)
提交截止日期： 第 1 2 周 （20/11）

You also need to submit the AI Declaration if you’ve used any AI tools. Please refer to Scheme of Work for details.
如果您使用过任何 AI 工具，您还需要提交 AI 声明。 详情请参阅工作计划。