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Books > Social sciences > Sociology, social studies > Social institutions > Family & relationships
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Gifts, Romance, and Consumer Culture (Paperback)
Loot Price: R1,383
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Gifts, Romance, and Consumer Culture (Paperback)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 19 working days
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How do people communicate their romantic feelings? Gift giving is
one way. Giving and receiving of gifts is a characteristic of
intimate relationships. Gifts are a message, a form of
communication with a tangible material object, about love,
affection, or concern for the recipient. The "romantic gift" evokes
a multitude of intertwined meanings: passion, intimacy, affection,
persuasion, care, celebration, altruism, and nostalgia. They can
also connote the negative images of obligation and reciprocity.
Romantic gift giving may be practiced at rituals, during rites of
passage, or for casual occasions, to affirm the continued
importance of the romantic relationship. We may even romanticize
the giving of gifts to the self, to nonhuman companions, and to
others we do not know personally. If loving and giving are a
practice, then romantic gift giving is a practice of loving with
intimate-or would-be intimate-others. This book addresses gift
giving among consumers attempting to express and construct romantic
love. It lies at the intersection of consumption, markets, and
culture. In societies shaped by the globalizing neo-liberal
economic order, increasing wealth disparity, and a partially
digitized social environment that they help to co-construct, it may
be time to rethink romantic love. Gift giving is a key arena to do
so, as gifts make love tangible and act as carriers of meaning as
well as cultural symbols. In gift giving the meanings of romance
are renewed, renegotiated, and reconstructed. Gifts, Romance, And
Consumer Culture demonstrates a wide variety of scholarly work
bearing on romantic gift giving using an interpretive consumer
research perspective. The book introduces critical studies by
scholars in this unfolding and new interdisciplinary field.
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