MN4224 John Desmond

Consuming Culture Tutorial

080009267

TO WHAT EXTENT DOES MARKET PRICING DESTROY COMMUNITIES. WORD COUNT - 757

The idea of community has been analysed and defined by many different theorists, some of whom define it as a geographicalrelational term, but can also be considered in geographicalrelational terms. As a result of this variation in possible definition, the argument presented varies widely depending on the chosen definition of the terms. In Annamma Joys (2001) Gift giving in Hong Kong and the Continuum of social ties, community is clearly portrayed as a mainly relational term. Joy outlines different levels of friendships within communities in Hong Kong and suggests that each level of friend corresponds with a different type of gift. She also stresses that keeping relationships alive through gift giving, even with your hi / bye friends is vital in keeping the community spirit. The price of the gift you give each tier of friend, has to be appropriate for that friend, so they do not feel devalued or overwhelmed and obliged to reciprocate. Reciprocal altruism becomes more rigidly enforced as the social distance increases (Desmond, 2011). Thus, when it comes to communities and relationships, pricing is fundamental in establishing and maintaining different relationships. Muniz and OGuinns (2001) raise the idea of communities centred around a brand. These brand communities can cause rivalry from competing brand communities, which can thus cause tension within existing communities, along with jealousy amongst those who are excluded. The market price of an item within a brand can therefore exacerbate tensions amongst existing communities, although many brands have brought out lower priced items to try to mitigate these issues. Marcoux (2009) provides the best example of gift giving within a community. He uses moving house as an example of a non-material gift, which can be valued very highly by the recipient. Many of the interview participants, felt that asking for help moving would result in feelings of indebtedness, which can ultimately lead to feelings of resentment. By turning to the market for services that are usually obtained in the gift economy, people can avoid the sense of obligation that is inherent in the gift-giving process. (Marcoux, 2009). People use removal companies to try to avoid this, however if the price of a removal company becomes too high then they may ultimately be forced to rely on their community. Community seems to be referred to mainly in context to the relational definition, although if Marcouxs theory was to be reassessed using geographical communities, the results are likely to have been different. People may have been reluctant to help their neighbours, but happy to help a relative or close friend, thus the definition of community used, can change the outcome observed. All three theorists pose good arguments that market pricing does destroy communities, although each theorists also provides arguments against the proposed question. The validity and strength of the arguments against, do not quash the points made above, which The other side to the argument proposed by Joy, is that people often value a handmade gift much higher than a purchased gift. In this context, market pricing is insignificant within the community. , as the cost of home made gifts are often

negligible, but can be valued extremely highly in gift exchanges. If appropriate gifts are given to the appropriate people, this can strengthen both communities and relationships. This ties in with the idea of brandBrand communities bringing createing new types of community , in which certain people can thrive and which, which are not bound by geographical boundaries. Although brand communities would not be a typical type of community, it is argued that they are communities none the less. Members feel that they sort of know each other at some level, even if they have never met (O'Guinn, 2001). This idea shows that when people feel that they are part of something, the sense of a community arises by itself. In theThe arguments set forth by brand community article, Muniz and OGuinn (2001) , seek to prove the existence of brand communities, but in doing so prove the creation of new communities via different communication routes, new mediums such as Facebook and Twitter, are making it easier for people to connect with brand communities all over the world. for example, the Internet. These communities are open to everyone,Even if you do not own a brand item but have a serious passion for the brand, you can still be involved with the community. Brand communities can cause tension within communities but also creates new types of community, based on brands not a relational or geographical interpretation. This is shown by the 16 year old whose love for Saab cars means he is an integrated member of the Saab brand community. (O'Guinn, 2001) Communities are essential for people who have little means of paying for vital services, such as the removal vans in Marcouxs article. The need for assistance when moving, for example, creates a bond between community members and peoples dependence on each other due to monetary or other constraintsother is what keeps the tragedy of the commons from occurring in every community. If you are dependent on the community, selfishness is not an option and This therefore strengthens communities and builds relationships based on interdependencein this instance communities are strengthened through the notion of market pricing. . As demonstrated above, there exist strong supported arguments for and against the destruction of the community through the mechanism of market pricing. Each argument can be backed by extensive and thought out commentary as presented in this essay. However, it seems that fundamentally market pricings effect on the existence of communities is dependant on the lens through which one views the notion of community.

Bibliography
Desmond, J. (2011). Consuming Organization. In J. Desmond, Consuming Culture . Marcoux, J. -S. (2009). Escaping the Gift Economy. Journal of Consumer Research , 36 (4), 671 - 685. O'Guinn, A. M. (2001). Brand Community. Journal of Consumer Research , 27 (4), 412-432.

Parker-Pope, T. (2007 11-12). Psychology of gift giving. Retrieved 2011 14-10 from The New York Times: http://www.nytimes.com/2007/12/11/health/11well.html
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