Consumption: A Gateway to Self-Identity Page 4


Gift giving is a small but important and complex part of our economic arrangement. Presents and gifts to closely related people for the most part can be described as a form of generalized reciprocity (Kottak, 102). For instance, for Mother's Day I bought my Mom flowers. It was a generalized reciprocity; I did not expect anything in return from her, it was more of a thank you for what she has done for me. For me gifts are expressions of relationships, not a plea for something in return. I say this, but there is a small inconsistency in my theory of gift giving, balanced reciprocity. I have been given birthday presents by people that I did not really care for; I then felt obligated to get them something for their birthday, even though there was no way I would have gotten them something first. It might sound shallow or selfish, but it is a true example of balanced reciprocity. Although there is no obligation to reimburse, it is generally looked down upon to not appreciate the gift or, over time, give a gift back. Gift giving can be a very delicate subject in society for many reasons. For instance, my grandmother always feels the need to fill my pockets with money. Having money is not a bad thing, but when she gives me a lot of money, I feel like she thinks that is the only way she can make me happy. I would like to tell her that she doesn't always have to give me, but I don't want to insult her by not accepting her gift graciously. One's gift giving habits can say a lot about someone and their relationships with others and in turn help construct their self-image.

Economic consumption can also be regulated by hegemonic forces. Antonio Gramsci developed the concept of hegemony that basically talks about people complying with dominance (Kottak, 232). Microsoft is a classic example of a hegemonic force due to its dominance of the computer industry. In almost all cases, software companies have to make their software Windows compatible. When people buy computers, nine times out of ten Microsoft Windows is already pre-loaded. In essence, people are forced to comply with the dominance that Microsoft has if they want to maximize production. Currently there is a counter-hegemony in the industry called Linux. Linux is a free, open code operating system that can potentially operate instead of Windows, but it is still having a hard time competing. Hegemonic forces such as Microsoft that dominate a market judge what people buy and thus they can help shape a consumer's image.
In conclusions, I can say that my own consumption patterns vary for many reasons. The reason that I buy a CD is not for the same reason that I buy the jeans of my choice. Whether my purchase was for image purposes, symbolic value, utility purposes or just for a gift, all of these reasons play a role in defining who I am.



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