Gift-Giving as a Conceptual Framework: Framing Social Behavior in Online Networks

Abstract

This paper explores the use of gift-giving as a theoretical and conceptual framework for analyzing social behavior in online networks and communities. Not only has gift-giving the potential to frame and explain much social media behavior, but reversely, and perhaps more importantly, mediated social behavior also has the potential to develop gift-giving theory. Information and communication technologies form joint sociotechnical systems where new practices emerge. The paper focuses on describing the academic background of the gifting framework to help develop a deeper, theory-based, understanding of these sociotechnical phenomena. Three themes are prevalent in the gifting literature: otherorientation, social bonding and generalized reciprocity. The paper gives examples of how these themes are enacted by end-users via the use of information and communication technologies. Finally, sociotechnically embedded economies, called gifting technologies, are identified and discussed.

Gifting personal interpretations in galleries

“…In discussing gift giving as one strategy to create relatedness among couples living apart, Hassenzahl et al note that the gift giver may draw on intimate knowledge of the other person, that an appropriate gift signals intimacy, that the effort of gift giving can signal the importance of a relationship, and that gift giving often features a moment of surprise, when the actual gift is revealed [12]. Skågeby has turned to gift giving as a framework to describe social behavior in online networks, observing that "gifts are often as much about the giver as recipient" and arguing that giftgiving combines elements of both other-orientation and selforientation [28]. Finally, Frohlich and Murphy have described how a technology probe comprising a box of physical objects associated with prerecorded audio stories generated excitement about the potential to create personalized gifts for others from shared memorabilia [10].…”

The Affordances of Social Networking Sites for Relational Maintenance in a Distrustful Society: The Case of Azerbaijan

“…Because SNSs are digital, gift giving is also digital. But while these gifts are digital, the strategic relational maintenance function of gift giving can certainly also occur online (Skågeby, 2010). These virtual gifts are low cost and can be easily given to anyone multiple times (Skågeby, 2010).…”

“…But while these gifts are digital, the strategic relational maintenance function of gift giving can certainly also occur online (Skågeby, 2010). These virtual gifts are low cost and can be easily given to anyone multiple times (Skågeby, 2010). On the contrary, non-virtual gifts are for closer relations and, as material objects, come at a cost and require transport.…”

Assessing the Supportiveness of Gift Emoticons in Care Scenarios

“…Gifts are given to reinforce relationships, through expectation of reciprocity or as a 'bonding value' [14]. They are a good way of expressing support as they imply that the sender has spent time and energy 'thinking of you' [3].…”