Commodity, gift and mass-gift: on gift–commodity hybrids in advanced mass consumption cultures

  title={Commodity, gift and mass-gift: on gift–commodity hybrids in advanced mass consumption cultures},
  author={Nurit Bird-David and Asaf Darr},
  journal={Economy and Society},
  pages={304 - 325}
Abstract While ‘gifts’ and ‘commodities’ as theoretically distinct forms of circulation are central to economic sociology and anthropology, we argue that in practice they are often hybridized. Inspired by Bruno Latour's work, we first describe the use in supermarkets and chain stores of one hybrid category, the mass-gift, which is neither a commodity nor a gift. Through our empirical investigation of sales interactions we critically describe the emergence of a vibrant mass-gift economy in which… 

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