Megamalls as sites for social interaction: A case study of Shoprite and Ventura, Ibadan, Nigeria

Abstract

This paper looks deeply into megamalls as sites for social interaction; a case study of Shoprite and Ventura, Ibadan. Shopping as a commercial activity involves social dimension as well as consumption while mega mall changes local consumption and urban environments dramatically. People come to malls basically for consumerist fantasies and a common ground for sociability. In-depth interviews were conducted with fun seekers/patrons and mall authorities in the rank of managers in the organisations. The interview materials were recorded, thematically coded, transcribed, and analyzed qualitatively. Findings showed that megamalls were found to provides four different social functions which include the opportunities for social interaction, building and formation of social ties, social mixing and blending across social groups and divide as well as all-inclusive society. Based on literature perused and information gathered through sight-seeing and interviews, it can be concluded that Shoprite and Ventura in Ibadan metropolis are indeed sites for social interaction. It is therefore recommended that more megamalls should be made available to create avenues for enjoyment and recreation. There is a need for public-private partnerships to galvanize the maintenance of such platforms if owned by the Government. Keywords: Megamalls, Social Interaction, Urban centers, Development