Ferrell, Hayward and Young discuss how the shock of defamiliarization creates for a cultural chaos (2008, 60). Richard Curtis talks about how this cultural change is ongoing and constant: "What people choose to hold on to is a reflection of the world that confronts them. This seems basic, but when the pace of change accelerated in the modern era people suddenly noticed the change as if it was new. In the age of postmodernism the change is becoming a defining characteristic of its own. Some say we are now rootless having completely lost tradition" (1994, 8). Indeed, in the age of late modernity and hyperpluralism, there is hostility towards constant change, insecurity and uncertainty, as well as debt (Ferrell, Hayward, and Young, 2008, 60). The irony, however, is that despite all of this, the luck industry continues to flourish, whether it be through casinos, lottery, contests and so forth. Even in Canada we have had television contests like Canadian Idol or X-Factor Canada. Furthermore, this idea of fame, fortune and instant winnings has joined forces with shopping centres. Below is a photograph of Bayshore's 40th anniversary celebrations. You could win tickets for two for an "all evening with Oprah", meanwhile, shop at Sephora so you can look proper for the TV icon. The temptation to figure out what you must do to win these tickets is quite strong - as if you really stood a chance. But, alas, the sham and dream of meeting Oprah through Bayshore is too good to ignore...spend more to win more.


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