The Shopping Malls of São Paulo, Brazil

Abstract

This article aims to analyze the diffusion of malls in the metropolis of São Paulo, where they are highly concentrated. Based on a socio-ethnographic fieldwork, it focuses on the uses of malls, which seem to reveal a growing social exclusiveness. We can hypothesize they are a metaphorical extension of the “house” as theorized by Roberto Da Matta in opposition to the “street”. If the malls can reinforce a certain fragmentation of social life and of urban space, this trend should not hide the fact that their success also expresses a massive desegregation of Brazilian society which the access to mass consumption of long-excluded populations seems to reveal.

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