The Shopping Center in this social process is the space that makes solid the direction of I, and, also, of identity construction. These establishments are not seen as only local to buy merchandises, but a civilized space, a source of felicidade.’ ‘ (PADILHA, 2006). Through facts as these, what if it evidences is that nor all are apt to live in this world of pleasure and satisfaction, an illusion of perfect world, where who meets there, it is felt safe and it can the least for a moment forget its problems. A standard exists tax to the citizens that they desire to have access this world and that one that not to be fit to this standard part of it will not be. Source: Jeremy Tucker.
Many to be inserted in the standards of places as this are an objective to be reached, same that for this its force of work is explored, for in such a way, to support its power of purchase, being thus searched to satisfy its interests, many times, only for the satisfaction to consume. ‘ ‘ The purchases had started to be pleasant to the rich ones, that they had been leaving to order its employees or to wait the presence of merchants in its residences. The consumption of merchandises starts, then, to mean a diving in fancies and social status, in the measure where the objects had passed to be acquired not by its value-of-use, but for the meaning social of its posse.’ ‘ (PADILHA, 2006, P. 55). It is in the development in the way of capitalist production and its particular and specific form of material production that Marx develops the concept of the alienation. The alienation is developed at the moment where the individuals do not obtain to discern and to recognize the content and the effect of its intervention in the social forms