One Especially Horrifying Halloween Scene [Community, Culture, Real People]
Last Halloween, I was on my way back from a quick motorcycle trip to Mexico. I took a friend on the back seat down to Puerto Peñasco specifically to escape American culture and get a glimpse of El Dia de los Muertos. Our American ignorance proved unfailing. We were surprised or rather disappointed to find practically no public celebration. Perhaps, that’s because we assumed the day of the dead was the same day as Halloween, when it was actually celebrated on Nov. 1 and 2. But despite that important misunderstanding, we didn’t notice any marketing campaign pushing goods for the upcoming holiday. We didn’t see any skulls for sale in the supermarket or in the candy store. We were surprised to find absolutely no commercialization of the holiday at all.
We left Mexico on Halloween, the day we thought was The Day of the Dead, and on our return trip spent the night in a suburb north of Phoenix called Anthem. We happened to stay in a Howard Johnson across the street from an outlet mall, and when we ambled on over to the mall we found the strangest site. The children of the suburb were all dressed up in costumes, walking door to door with their parents collecting buckets of candy from merchants such as Gap, Nike and Ralph Lauren.
The contrast between Puerto Peñasco, Mexico and Anthem, USA was sickening. The sight horrified me for two reasons. This takes the meaning of a corporate holiday to new far more malignant level. This wasn’t just marketing and clever holiday packaging. The corporations were actually hosting the holiday itself!
What horrified me more, though, was what the event told me about it’s community. This suburb at the outskirts of Phoenix probably hardly existed five years ago, now it was teeming with a commuters and their unfortunate offspring. These people really don’t know each other. There is relatively little that bonds this community together and hence, these inhabitants of Anthem don’t trust their neighbors. So the safe alternative–the only haven of trust–turned out to be the corporations that set up shop in Anthem’s Outlet Mall. Isn’t that just sad? Is it not curious how the increasing disintegration of our communities drives us further and further into a dependence on the corporation?
When I further researched the Outlet Mall, I also found they offered free interactive kids programs on Wednesdays. Now, why do you suppose the outlet mall offers a free interactive kids program? I’m sure they’re marketing manager knows it’s worth the investment. Not only will this “free” class drag parents into the outlet mall, but it will also familiarize a whole group of young potential consumers with the brands of evermore paternal corporations. This terrifying event seems like an event lifted from the pages of an old distopian novel, but this scene is real, and iI’ll bet it’s not an isolated incident. Rather, it’s likely the beginning of a rather disturbing and popular trend where communities spring up in external elegance, numerous conveniences, complex city government and advanced infrastructure, but lack all the innards that make a real community of human beings a cohesive unit.
Tags: commercialization, corporate holiday, corporations, Halloween
