@article{2013,title={GLOBLIZATION AND THE LOCAL EFFECT; EXAMPLE OF THE ERZURUM},abstractNode={Globalization and global economy is an obvious fact in our contemporary world. Although there are some doubts about what globalization is or not, there is no doubt about its social economic phenomenon. What are mostly discussed are the positive and negative effects of this process. One of the most important characteristics of globalization is consumerist society. Consumerist society is a try to produce new habits by changing the traditional ones. Global economy focuses one way of this proliferations on consumption patterns. Development of consumerist society depends on replacing the nonwestern society structures with the western norms. One of the most significant parts of this process is shopping malls which encourage western style consumption. Shopping mall is a commercial term coined in 1990s in the U.S.A. Indeed, it can be argued that one can find the traces of this kind of commercial approach in European countries and by covered bazaars even in Middle East countries. But the dominant shopping mall approach in contemporary world is a production of the U.S.A. and it is this country that has spread this kind of commercial approach to other countries throughout the world. Shopping malls are not just business organizations, they are also the representatives of standard way of life and consumption patterns. Another characteristic of shopping malls except being superficial representatives of global economy is that they are also the supporters of western consumption patterns and way of life. In this context, one can observe the different dimensional effects of shopping malls on social life. One of the easily observable effects of them is on language. The language that is used for mall names is an important symbol of globalization and transformation of societies. Thus, this study, which focuses on Erzurum, tries to discuss the role of shopping malls in globalization and transition to consumerist society. },author={Erem SARIKOCA},year={2013},journal={The Journal of Academic Social Science Studies}}