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The Value and Power of Gold Jewelry: Fetishizing Myths – a semiological study of global advertisements

De Clercq, Jan LU (2012) HEKM10 20121
Human Ecology
Abstract
Gold mining has positive and negative effects. Conflicts depend on jewelry demand. In light of how (many) indigenous peoples don't want gold mining in their territories, why is it that (other) people desire and purchase gold jewelry? Value is about living your life according to what you believe to be important. Humans seek the approval by others of how they live their lives. Circulating tokens of value confirm their philosophies and coordinate their actions, producing society in the process. The mythological process has myths taking possession of material forms. Soon the historical understanding comes to be identified with the object itself and the object prompts guidelines that effect the actions of its creator. As people are socialized... (More)
Gold mining has positive and negative effects. Conflicts depend on jewelry demand. In light of how (many) indigenous peoples don't want gold mining in their territories, why is it that (other) people desire and purchase gold jewelry? Value is about living your life according to what you believe to be important. Humans seek the approval by others of how they live their lives. Circulating tokens of value confirm their philosophies and coordinate their actions, producing society in the process. The mythological process has myths taking possession of material forms. Soon the historical understanding comes to be identified with the object itself and the object prompts guidelines that effect the actions of its creator. As people are socialized by their surroundings and value is realized by being fashionable, gold jewelry can be approached as a fetishized token of value and its myths mapped. As marketing would reinforce consumer behavior, it also evidences myths. Instead of explaining the value of gold by referring to material properties, I stress the variable myths gold’s materiality affords as motivating uses such as purchasing gold jewelry, mining and resistance to it. Contrasting myths with the effects of actions can result in transvaluations of life philosophies. (Less)
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author
De Clercq, Jan LU
supervisor
organization
course
HEKM10 20121
year
type
H2 - Master's Degree (Two Years)
subject
language
English
id
3046583
date added to LUP
2012-10-15 14:11:44
date last changed
2012-10-15 14:11:44
@misc{3046583,
  abstract     = {Gold mining has positive and negative effects. Conflicts depend on jewelry demand. In light of how (many) indigenous peoples don't want gold mining in their territories, why is it that (other) people desire and purchase gold jewelry? Value is about living your life according to what you believe to be important. Humans seek the approval by others of how they live their lives. Circulating tokens of value confirm their philosophies and coordinate their actions, producing society in the process. The mythological process has myths taking possession of material forms. Soon the historical understanding comes to be identified with the object itself and the object prompts guidelines that effect the actions of its creator. As people are socialized by their surroundings and value is realized by being fashionable, gold jewelry can be approached as a fetishized token of value and its myths mapped. As marketing would reinforce consumer behavior, it also evidences myths. Instead of explaining the value of gold by referring to material properties, I stress the variable myths gold’s materiality affords as motivating uses such as purchasing gold jewelry, mining and resistance to it. Contrasting myths with the effects of actions can result in transvaluations of life philosophies.},
  author       = {De Clercq, Jan},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Value and Power of Gold Jewelry: Fetishizing Myths – a semiological study of global advertisements},
  year         = {2012},
}