VALE-PRESENTE: COMO FICA A DIMENSÃO SIMBÓLICA DO ATO DEPRESENTEAR?

Contextus

关键词: Gift bonus;    Symbolism;    Consumer behavior.;   

DOI  :  

来源: DOAJ

【 摘 要 】

Nowadays, we can identify the coming out of a new way to give a gift – the bonus-gift, and this work have sought to answer the following question: Does the increasing of gift-bonus approach indicates a trend of symbolism reduction of the act to give a gift? The methodological approach was qualitative, making use of the grounded theory, and data collection comprised of interviews with 17 people in two cities of Minas Gerais countryside. As a result of the investigation the following categories were identified: A gift that was made for you; Reciprocity; The symbol by excellence; The lord and the slave; The gift-bonus. The results have shown that the act to give a present, even with the growing of gift-bonus, remains predominantly a symbolic ritual. The gift-bonus does not have a good acceptance among the majority of respondents, but was considered appropriate in certain contexts. The results contribute to the theoretical elements of anthropology to a better understanding of gift giving behavior.

【 授权许可】

Unknown