We structure our culture on gift economics. The notion of a gift is given and received without the expectation of something in return. But is this really the case? Gift exchange is an just that, and exchange. Christmas, and other gift giving holidays. if we give someone a gift, we expect to receive a gift back. Even if we considered buying something at the store a gift exchange, there is still an expectation of when you give something, you receive something back. There is an underlying self interest behind gifting.
Social media and blogging fall into this gifting culture. Some people consider their blogs and social media posts to be their gift to the world. However, they don't just post things for no reason. People write blogs, tweet and post on Facebook and Instagram so the world can see what they have to say, or what they are doing. Social media and blogging are means for people to interact with each other and build connections. There is this unwritten rule regarding social media that if a post interests you in any way, you like that particular post or share it on your own social media platforms. The underlying self interest behind social media is that the poster wants people to interact with their content. Marcel Mauss argues in
The Gift that,"Almost always such services have taken the form of
the gift, the present generously given even when, in the gesture
accompanying the transaction, there is only a polite fiction,
formalism, and social deceit, and when really there is obligation
and economic self-interest. Although we shall indicate in detail
all the various principles that have imposed this appearance on a
necessary form of exchange, namely, the division of labour in
society itself ."
Whether it is the teenage girl on Instagram who wants the likes for popularity, the business who wants to advertise their products and services, the blogger who wants to inspire others, or the student who is being forced to write this blog for an assignment, social media posts are put out there for the world to see. If social media is our gift to the world, then in gift economics, we have a self interest to receive something back. The teenager on Instagram wants the likes of her peers to validate the fact that her selfie was in fact totally awesome. The business who advertises their products and services wants your money. The blogger who writes to inspire people wants you to share that blog so more people can read their ideas. And the student who is forced to write this blog, just wants an A in the class. The point is, there is an underlying self interest behind social media posts.
For example, Justin Bieber who was discovered on YouTube, did not just post videos of him singing on the internet for no reason. He posted them in the hopes that his gift to the world would be discovered and he could become famous. Now is whether or not Justin Bieber's music is actually a gift to the world is arguable. However, he used this notion of gifting on social media to his advantage because now he is famous and making millions.
Is social media gifting and this blog going to make me millions? Probably not. But for right now I'll just settle for my A in the class.
