Life Is Not Complete Without Shopping: Consumption Culture In Singapore

by Chua Beng Huat

Singaporean scholar Chua Beng Huat is one of Asia's leading commentators on the sociology of shopping and consumption. In a wide-ranging series of essays he explores the consumption experience in Singapore, whether that be hanging out at the town centre McDonalds, riding the escalator at Ngee Ann City, or learning how to look at price tags at Prada. Why do powerful women wear cheongsam? What is the symbolic significance of Peranakan food in Singapore? What do locally made films say about class in Singapore?

Genres: Nonfiction

209 pages, Paperback

First published January 1, 2003

Reviews

[Sean · Rating 4 out of 5]

Great read that breaks down the shopping behaviours we see in Singapore. Expected it to cover more about shopping culture / centres in Singapore, but the book justifiably goes into food, fashion, language which are interesting in their own right.

Really liked the parts where he did fieldwork in Takashimaya and in luxury fashion shops. I mean, imagine him just sitting in a corner of an empty shop. Also, his analysis of couples PDA-ing in escalators is very amusing:

"On the escalators, a seen-but-unnoticed sight in shopping centres in Singapore is repeatedly enacted by different couples. The woman changes from one who leads, as mentioned above, to one who is 'dependent' on her partner. As if overcome by the exhaustion of shopping, she appears no longer able to hold up her own body and stand on her own. She leans back on to him and he supports her body with his, props her up, eliminating all physical distance between them; bodies pasted together until the landing at the top or the bottom of the escalators. Again as if in gratitude, she may even give him a pecking-kiss[...]therefore, no better place than the escalator to catch a little reassuring intimacy in a shopping centre. The escalator is a physical oxymoron. It allows a body to move while staying stationary, in stationary movement. The need to move along is taken care of by the mechanical movement of the escalator itself, with no risk of a traffic jam. At the same time, the need to stay stationary for physical contact is provided. So, where else but the escalator for a little intimacy in the light?"

[Jennifer · Rating 4 out of 5]

A collection of essays, not all about shopping, which is a more enjoyable read than expected.

[Yvonne · Rating 1 out of 5]

While I largely disagreed on the points presented in this thesis, I can't refute some of the observations and conclusions that the writer came to in the course of his research for this paper. But I felt he could put in more substance into the thesis and not just skirt the surface of issues which the laymen already know but didn't bother to express in literacy point.

[Neil H · Rating 3 out of 5]

There are limits to observations on consumption culture which can ring true to Singaporeans and CBH did a good job of providing that perspective. Considering the time frame referenced, we have a few salient features that can comparably be called our own. For the most part, it hits the idea.

[Kes · Rating 3 out of 5]

Eh, I didn't really care for it. I mean, I understood and appreciated the situation that he was describing, but ultimately felt that I was reading the author's view of Singapore.

This is a general book about consumption - the book starts with the "space" of Takashimaya (the mall) and how people behave in it. There's an interesting chapter on his study in a branded goods space, and the interaction between the rich shoppers and the salespeople. I quite liked the study bout youths hanging out in McDonalds and spending time there - despite reporting that they did not actually like the food.

There were some interesting points - like there was a different reaction to the "Westernisation" and the perceived intrusion of "Western values", but a comparatively muted one to Japanese technology / other Asian entertainment.

2.5/5 stars - it was ok.

[Janelle · Rating 4 out of 5]

i honestly thought i would never finish this book, but i did! i'm glad i did (to prove a point to my aunt), but also because i learned a lot about different aspects of singapore's consumerist culture, framed within different govermental policies of that time period. hopefully, this marks my foray into more books (non-fiction and academically inclined).

[C · Rating 3 out of 5]

particularly enjoyed the chapters on the ethnography of shopping

[Hermes · Rating 3 out of 5]

Essays about the interaction of politics, Weltanschauung, and consumer culture in Singapore. Not very remarkable, but interesting if you are new to Singapore, or, as a Singaporean, new to the subject.