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Globalization of Popular Culture:
THE DIAMOND ENGAGEMENT RING
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Researcher: |
Susannah Allen, e-mail: camaro90rs@aol.com WEBSITE: www.angelfire.com/ego/susy_culture |
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Topic Description: |
The engagement ring, upon critical observation, seems
to have a powerful hold on many, if not most, countries and cultures, not the
least of which is the United States and capitalism. The diamond’s appearance in engagement rings has an even more
dubious grasp on the unsuspecting Public: thanks to successful marketing
campaigns, diamonds are synonymous with the engagement ring. The history of the engagement ring, the diamond and
engagement/wedding traditions across cultures will explain the current pedestal
on which the diamond ring sits in popular culture. US (capitalism), England (origin of the tradition), Germany
(non-royal, trendsetters), Japan (major popular culture), India
(Muslim/Buddhist), Russia (royalty w/England??) and South Africa (source of diamonds)
all have radically different cultures, historically, yet such similar taste
when it comes to what is popular. Some elements of significance will include the diamond
and its economic significance, the engagement itself, the role of the man and
the woman in an engagement and marriage, the mass media influence on
engagement rings, and the significance/meaning/symbol of the ring itself |
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Discussion of Topic: |
Certain historical events changed how we view things
today. Very important is how we, as a
culture, have adapted to the lifestyle of mass consumerism, thanks to the
Industrial Revolutions and its exponential influence. People accept what is
popular (popular is what is available) and identify with popular traditions
and fads. One aspect of popular
culture that hits home with almost everyone is the idea of the diamond
engagement ring. Women pretty much
expect to receive one at the time she’s proposed to. Men expect to spend two months’ salary on
a diamond ring. Where did these
expectations come from? How far back does the tradition of the diamond
engagement ring go? Why are diamonds portrayed in the way they are, as rare
expressions of eternal love? Despite the image, at least here in the US, of the
rarity of quality diamonds, they seem to be readily available for anyone to
purchase, at the right price.
Financing this “investment” is even possible. The capitalist wonder of advertising has instilled a
permanent and powerful image into the American public: “A Diamond I s
Forever.” |
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Method(s): |
Look at statistics of diamond engagement ring sales in
different countries Advertising strategies in different countries Religious background and beliefs Historical perspective |
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Findings and Data: |
put your research findings/data here, in chart form if
possible |
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Conclusions: |
discuss your findings in light of your initial
discussion/description |
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References: |
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