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‘Our shopping choices are carefully manipulated by the creators’

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Mandakini Gahlot

Posted: Feb 08, 2008 at 2323 hrs IST

New Delhi, February 7 As consumers we tend to believe that we are buying what we want or need, but if Harun Farocki's The Creators of the Shopping Worlds is right then our choices are not our own but carefully manipulated by the 'creators'.

The renowned contemporary German filmmaker is in the Capital to conduct a workshop on his extensive body of work. Having directed over 90 documentaries, films and television productions, Farocki has steadily established a reputation as a filmmaker who has mastered the art of portraying violence, wars, and consumerism. The workshop has been designed to cover Farocki's most creative phases and will include screening of his award winning films such as Inextinguishable Fire, War at a Distance, and Not without risk.

The Max Mueller Bhavan in association with the Public Service Broadcasting Trust held a screening of Farocki's 2001 documentary, The Creators of Shopping Worlds on Thursday evening. The film highlights how detailed planning goes into the designing of shopping malls in order to ensure that maximum number of customers are tempted to make "impulsive purchases".

All commercial, architectural and even visual options are systematically controlled to create an environment that is conducive to shopping. In a brilliantly filmed segment, Farocki shows a group of planners debate for almost 15 minutes over how and where bread should be displayed in a supermarket to ensure that people buy it, whether they need it or not. Nothing, it seems, is ever left to chance in such assessments.

"It was certainly a disturbing film. It was almost as if a group of generals are strategising a war on our sensibilities, a frighteningly well orchestrated war," said Professor K T Ravindran, Head of Urban Design in School of Planning and Architecture, at the panel discussion that followed the screening.

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