Hello again,
This past weekend I was able to go for a stroll through one of the most popular shopping destinations in Southern California--Downtown Santa Monica and Third Street Promenade.
The ambience was very relaxed. The buildings were youthful with colorful awnings and quirky details to them. Dinosaur bushes loomed near the entrance to the walkway. There were many people walking about, eating, conversing with one another, pining for a cute outfit to purchase, or just people watching. The crowd is pretty diverse, probably due to the many tourists that come from various areas. There were people of all ages, some in groups, some by themselves, and many were with their families. However, I did notice the larger population to consist of caucasians and asians ranging from the ages of 20-30.
We went to eat at Johnny Rockets. I loved the old-school vibe of the restaurant in contrast with the hip surrounding environment. The interior was reminiscent of diners in the 1950s with their red cushions seats and art deco inspired posters.
Sitting at the restaurant, I reflected on Durkheim's division of labour. Durkheim defines the division of labor as "any stable organization, co-ordinating individuals, or groups carrying out different, but integrated activities." Everyone in the restaurant had their own task whether it be washing dishes, cooking the patties, taking food orders, or working at the register. Each person handled a task that they were most experienced at. Collectively, they were able to run a successful restaurant. Although people specialized in their specific assignments, they shared a common goal--to serve customers an enjoyable dining experience. Durkheim also supports this idea that "traditional societies are integrated by so-called mechanic solidarity, in which the emphasis is placed on the values and cognitive symbols common to the clan or tribe." The employees at Johnny Rockets all worked under the same company values and towards the same goals to maintain the Johnny Rockets brand that consumers have come to know.
One can take a step outside of Johnny Rocket and apply this same idea of division of labor to Third Street Promenade as its own entity with separate functioning components. Each shop on the strip provides products the store specializes in whether it be denim or shoes. However, they all work to create a dynamic shopping experience for people to come or return to.
Hi Linna!
ReplyDeleteI enjoyed reading your post because I have been to Third Street Promenade so many times, it was refreshing to read it from a new perspective.
What I thought was interesting is why there are more Caucasians and Asian people in their twenties. I think it's interesting that Third Street has chosen to put stores and restaurants that would attract people in their twenties the most. I would think it would be interesting to use the SImply Maps and see what the demographics of the area are, to see the income levels in specific.Because most stores aren't at the high end, unless you're at the mall area which has a completely different vibe- you lose the street performers, the pamphleteering, the "rawness" of the other side of the promenade. Although the rest of the Promenade is quite commercial in comparison to the rest of the city.
Also I liked how you used Durkheim's, mechanical solidarity concept. At first I was skeptical as how you would use it. I thought how will she use a 1950s inspired burger food chain to make her point? But as I followed along it made sense. That everyone was working towards the same goal, to satisfy the customer.
What I also think is interesting is how you didn't mention that beach is so close. How do you think their location to the beach affects the Promenade? Are they attracting the same people that would go there or a different set of people?