Got Gifts?

Dr. Vrooman

Social Media and Society

Emma Taylor

February 16, 2019

Got Gifts?

Everybody likes gifts right?  If you’re like most people you probably said “of course!” arms open ready to receive.  But what if I said you were expected to give something back in return? This exchange is called a “gift economy.”  A gift economy is based off the idea that you give a gift in expectancy of someething in return. Most often we expect things like social ties and obligations coming from this "gift giving."  It is more about creating a relationship with the person you're "gifting" something to rather than receiving some form of economic payment. Gift economies are geared toward accumulating social wealth opposed to economic wealth.  Gift economies are becoming more and more prevalent online with artists, musicians, free lancers, and small and large businesses. They are using social media to spread their work and products not for profit, but instead for social wealth, standing, and popularity.  It is a very resourceful and tactical technique to use and be aware of. One of the most important things you can achieve as a business or artist, of any form, is brand loyalty or a following. A gift economy can definitely heavily contribute to heightening social wealth and community standing.  

    Most things in life aren't free and sometimes (sadly) this also includes gifts. Companies only ever give "gifts" or something free if it is going to benefit them in some way.  And, honestly, there is really nothing wrong with that. Companies are in business to make profit and they can do so within a gift economy even without trading money. Depending on the kind of gift economy they are participating in, they will receive different benefits.  Most of the time I believe gift economies are used to keep customers coming back, keep them hooked on a product. Sales, raffles, coupons, giveaways, and promotions are all examples of this. People will remember when a company or business has good sales and trails and they will keep coming back for more.  Companies and sites like Netflix and YouTube keep you watching when they instantly play the next episode or video in line after the one you are watching. On the other hand, as I said before, gift economies can also be used for social wealth. People can get to know the company or artist they are following or buying from through social media gifting.  A musician might upload a video of them performing privately in hopes that this gift could influence fans to come to one of their connects or buy their merchandise or even just introduce others to their music through post sharing, comments and likes.

The groundwork of a gift economy is a based on the idea that there are two entities that each want something and when they come together a connection is formed and hopefully everyone exits happy, it is built to benefit everyone involved in some form.  I think the gift economy is, when done right, rather equally beneficial. The whole idea is that both parties involved gain something they want out of the exchange, whether it be physical gifts or social or relationship driven benefits. When companies give free samples and free trials they are giving away assets.  In this sense, they are losing some amounts of profits, but in hopes of receiving more later. While the consumer gets something for free, which builds their wealth and then in turn they may decide to go back for more, which would then lower their wealth. So in short, I think most of the time it's a give and take where the profit is equally distributed between all parties of the exchange.

Social media itself is a kind of gift economy if you think about it.  Users edit their photos, and type there captions then post them into the world and expect something in return, likes, recognitions and comments.  Without an explicit, verbal or written agreement your friends and followers oblige. The next time they post something you do the same for them without any kind of communication of what was expected from each other.  Everyone benefits. Think about it for a moment, if one of your best friends was decided to stop liking any of your posts, or even a few of them, while you were liking all of theirs… how would that make you feel and how might you react?  Perhaps pulling back from the gift relationship that was shared between the two of you and perhaps worrying a little less about seeing all of their posts or commenting hype and encouragement on their feeds? If you give less or give less then what the other party gave you then they will be frustrated or unhappy and will start to be dissatisfied with the why the relationship is running.  For this type of relationship to work both people or companies or fans or consumers or creators must be satisfied. After all who doesn't love getting gifts?