La merce-dono. Etnografia della Vendita: promozioni, omaggi, fiducia

Autori

  • Gianluca Mantoani

DOI:

https://doi.org/10.1473/104

Parole chiave:

retail, gift, commodities, trust, hypermarket

Abstract

The retail surface is the result of an institutional frame who rules the way by which people interacts with commodities. It is therefore a source of information about social dynamics, an anthropological source, who must be understood on the field. This paper shows that linking goods to free gifts, a well-known sales strategy, works through the basic relational value of “trust”, usually considered far from the typical habitus of trade relations but instead fundamental to let selling good express theyr own “commodity candidacy”.

Riferimenti bibliografici

Appadurai A. (ed) 1986, The Social Life of Things. Commodities in Cultural Perspective, Cambridge: Cambridge University Press.

Aria M. 2008, Dono Hau e reciprocità. Alcune riletture antropologiche di Marcel Mauss, in Dei F., Aria M. (ed) 2008, Culture del Dono, Roma: Meltemi, 181-220.

AstraRicerche 2008, 2° Monitor Quantitativo” sul Marketing di Relazione in Italia, <http://www.assocomunicazione.it/media/download/ricerche/gli_italiani_e_il_mkt_di_relazione_2008.zip>

Bourdieu P. 1979, La Distinction. Critique sociale du jugement, Paris: Editions du Minuit.

Carrier J. 1990, The Simbolism of Possession in Commodity Advertising, «Man», 25 (4): 190-207.

Carrier J. 1993, The Rituals of Christmas Giving, in Miller D. (ed) 1993, Unwrapping Christmas, Oxford: Clarendon Press, 55-74.

Carrier J. (ed) 1995, Occidentalism. Images of the west, Oxford: Clarendon Press.

Castaldo S. 2009, Marketing e fiducia, Bologna: Il Mulino.

Castaldo S. Mauri C. (eds) 2005, Store management. Il punto vendita come piattaforma relazionale, Milano: Franco Angeli.

Creighton M. 1994, The shifting imagery of childhood amidst Japan's Consumer Affluence, in Eiss H. (ed) 1994, Images of the child, Bowling Green OH: Bowling Green State University Popular Press, 77-102.

Douglas M. Isherwood B. 1979, The world of Goods. Towards an Anthropology of Consumption, New York: Basic Books.

Fine B. 2002, The World of Consumption. The material and cultural revisited,London: Routledge

ISTAT 2009, I consumi delle famiglie, <http://www.istat.it/salastampa/comunicati/non_calendario/ 20090714_01/>

Levi-Strauss C. 1967 (1952), Babbo Natale Suppliziato, in Levi-Strauss C. 1967, Razza e Storia e altri studi di Antropologia, Torino: Einaudi, 247-264.

Lien M. Imagined Cuisines. 'Nation' and 'Market' as Organising Structures in Norwegian Food Marketing, in Jackson P. et. al. (eds) 2000, Commercial Cultures. Economies. Practices. Spaces, Oxford: Berg, 153-173.

Mantoani G. 2003, Display di Culture. Un approcciio etnografico alle superfici commerciali della grande distribuzione, «DiPAV», 7: 141-158.

– 2009, Ipermercato, «Antropologfia Museale», 22: 69-71.

Miller D. 1987, Material Culture and Mass Consumption, Oxford: Blackwell.

– (ed) 1993, Unwrapping Christmas, Oxford: Clarendon Press.

– 1997, Capitalism. An ethnographic approach, Oxford: Berg.

– 1998, A Theory of Shopping, Ithaca, NY: Cornell University Press.

– 2001, Home Possession. Material Culture Behind Closed Doors, Oxford: Berg.

McCracken G. 2005, Culture and Consumption II: Market, Meaning and Brand Management, Bloomington: Indiana University Press.

Morgan G. 2006, Images of Organization, London: Sage Pubblications.

Pagliuca G. 2009, La GDO punta ancora sul volantino, «GDO Week», <http://www.gdoweek.it/articoli/ 0,1254,44_ART_2157,00.html>

Pavanello M. 2008, Dono e merce. Riflessione su due categorie sovra-determinate, in Aria M., Dei F. (eds) 2008, Le Culture del Dono, Roma: Meltemi, 43-64.

Sapelli G. 1999, Perché esistono le imprese e come sono fatte, Milano: Mondadori.

##submission.downloads##

Pubblicato

2014-04-15

Come citare

Mantoani, G. (2014). La merce-dono. Etnografia della Vendita: promozioni, omaggi, fiducia. EtnoAntropologia, 2(1), 241–250. https://doi.org/10.1473/104

Sezione

Riformulazioni – Valorizzazioni – Rifunzionalizzazioni