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The Social Construction of Diamond Engagement Rings

Permanent Link: http://ncf.sobek.ufl.edu/NCFE003838/00001

Material Information

Title: The Social Construction of Diamond Engagement Rings
Physical Description: Book
Language: English
Creator: Roughton, Collin
Publisher: New College of Florida
Place of Publication: Sarasota, Fla.
Creation Date: 2007
Publication Date: 2007

Subjects

Subjects / Keywords: Diamond
Social Construction
Sociology
Genre: bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: Within the past 60 years, the act of giving/receiving a diamond engagement ring as a token of romantic commitment has become nearly universal and obligatory in contemporary American culture. This phenomenon is puzzling when analyzed critically, not only due to the absence of a long-term tradition in western culture, but also due to diamond rings' extremely high cost, low resale value, lack of utility, and the existence of inexpensive yet high quality synthetics. This thesis constitutes an effort to understand how this previously neutral object emerged as the quintessential symbol of romantic commitment in American society, and why people continue to think they're so important. More broadly, it considers the discursive process of how consumer products in late capitalist societies become loaded with cultural meaning, and how theses objects become a part of and contribute to culture. Three distinct methodological tools facilitated the production of my results: 1) secondary historical research on the ritual of giving diamond engagement rings and the history of the diamond industry, 2) a content analysis of recent diamond ring advertisements, and 3) the production and administration of written questionnaires designed to illicit individual's opinions on and experiences with diamond engagement rings. The central arguments of this thesis are that 1) De Beers Consolidated Mines has been and continues to be the most powerful actor in the social construction of the diamond engagement ring by shaping public and private discourse about diamond rings through mass media advertising and public relations efforts, and that (2) consumers reinforce De Beers' marketing messages by engaging in consumer rituals.
Statement of Responsibility: by Collin Roughton
Thesis: Thesis (B.A.) -- New College of Florida, 2007
Electronic Access: RESTRICTED TO NCF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE
Bibliography: Includes bibliographical references.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The New College of Florida, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Local: Faculty Sponsor: Brain, David

Record Information

Source Institution: New College of Florida
Holding Location: New College of Florida
Rights Management: Applicable rights reserved.
Classification: local - S.T. 2007 R86
System ID: NCFE003838:00001

Permanent Link: http://ncf.sobek.ufl.edu/NCFE003838/00001

Material Information

Title: The Social Construction of Diamond Engagement Rings
Physical Description: Book
Language: English
Creator: Roughton, Collin
Publisher: New College of Florida
Place of Publication: Sarasota, Fla.
Creation Date: 2007
Publication Date: 2007

Subjects

Subjects / Keywords: Diamond
Social Construction
Sociology
Genre: bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: Within the past 60 years, the act of giving/receiving a diamond engagement ring as a token of romantic commitment has become nearly universal and obligatory in contemporary American culture. This phenomenon is puzzling when analyzed critically, not only due to the absence of a long-term tradition in western culture, but also due to diamond rings' extremely high cost, low resale value, lack of utility, and the existence of inexpensive yet high quality synthetics. This thesis constitutes an effort to understand how this previously neutral object emerged as the quintessential symbol of romantic commitment in American society, and why people continue to think they're so important. More broadly, it considers the discursive process of how consumer products in late capitalist societies become loaded with cultural meaning, and how theses objects become a part of and contribute to culture. Three distinct methodological tools facilitated the production of my results: 1) secondary historical research on the ritual of giving diamond engagement rings and the history of the diamond industry, 2) a content analysis of recent diamond ring advertisements, and 3) the production and administration of written questionnaires designed to illicit individual's opinions on and experiences with diamond engagement rings. The central arguments of this thesis are that 1) De Beers Consolidated Mines has been and continues to be the most powerful actor in the social construction of the diamond engagement ring by shaping public and private discourse about diamond rings through mass media advertising and public relations efforts, and that (2) consumers reinforce De Beers' marketing messages by engaging in consumer rituals.
Statement of Responsibility: by Collin Roughton
Thesis: Thesis (B.A.) -- New College of Florida, 2007
Electronic Access: RESTRICTED TO NCF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE
Bibliography: Includes bibliographical references.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The New College of Florida, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Local: Faculty Sponsor: Brain, David

Record Information

Source Institution: New College of Florida
Holding Location: New College of Florida
Rights Management: Applicable rights reserved.
Classification: local - S.T. 2007 R86
System ID: NCFE003838:00001

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