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Clarity, Cut, and Culture - The Many Meanings of Diamonds (Paperback)
Loot Price: R681
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Clarity, Cut, and Culture - The Many Meanings of Diamonds (Paperback)
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Images of diamonds appear everywhere in American culture. And
everyone who has a diamond has a story to tell about it. Our
stories about diamonds not only reveal what we do with these tiny
stones, but also suggest how we create value, meaning, and identity
through our interactions with material culture in general. Things
become meaningful through our interactions with them, but how do
people go about making meaning? What can we learn from an
ethnography about the production of identity, creation of kinship,
and use of diamonds in understanding selves and social
relationships? By what means do people positioned within a
globalized political-economy and a compelling universe of
advertising interact locally with these tiny polished rocks? This
book draws on 12 months of fieldwork with diamond consumers in New
York City as well as an analysis of the iconic De Beers campaign
that promised romance, status, and glamour to anyone who bought a
diamond to show that this thematic pool is just one resource among
many that diamond owners draw upon to engage with their own stones.
The volume highlights the important roles that memory, context, and
circumstance also play in shaping how people interpret and then use
objects in making personal worlds. It shows that besides operating
as subjects in an ad-burdened universe, consumers are highly
creative, idiosyncratic, and theatrical agents.
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