This article focuses on the processes that the largest shopping mall in Athens has developed in order to produce meaning about itself as an institution of consumption, as well as the consumer experience and practices, and its visitors–consumers. From a poststructuralist perspective, we analyze the signifying articulations that the promotional discourse attempts, along with the linguistic and visual techniques which activate specific significations about this microcosm of consumption, the “fun” experience, fashion, beauty, shopping and entertainment practices, eating out, and the consumer subjectivity. The ultimate aim of this research is to point out the cultural role of such an institution with regard to the configuration of an order of discourse about consumption and the reproduction of the consumerist ethos during an economic crisis, as well as the possible effects that such a discourse might have on a wider cultural level.

本文重点介绍雅典最大的购物中心为产生关于自身作为消费机构的意义的过程，以及消费者体验和实践，以及它的访客-消费者。从后结构主义的角度，我们分析了促销话语所尝试的意义表达，以及激活关于这个消费缩影、“有趣”体验、时尚、美容、购物和娱乐实践、外出就餐的特定意义的语言和视觉技术。 ，以及消费者的主观性。这项研究的最终目的是指出这样一个机构在经济危机期间关于消费的话语秩序的配置和消费主义精神的再生产方面的文化作用，