Revisiting the social rules of Christmas gift-giving:

a study in southern Brazil

Authors

DOI:

https://doi.org/10.18568/cmc.v22i64.2999

Keywords:

Gift-giving, Christmas, Rules, Caplow

Abstract

Based on the nine rules for giving gifts at Christmas identified by Caplow (1984), this study investigates their replication in another era, 37 years later and in another culture, the Brazilian one. To this end, a qualitative approach was used, through in-depth interviews, documentary research and participant observation, using categorical thematic analysis. Changes were observed in the configurations of Caplow's (1984) gift-giving rules, assumed by Brazilian consumers during the Christmas period, regarding distribution and decoration. New configurations of the rules of reciprocity, tree, packaging and scale were also identified. The rules of dinner, selection and suitability supported the premises of the original study by Caplow (1984).

Downloads

Download data is not yet available.

Author Biographies

Huallady Amantino Bitencourt de Proença, Universidade Estadual de Maringá

PhD candidate and Master’s degree holder in Administration from the State University of Maringá. Specialist in Organizational Psychology and Human Resources Management from UniCesumar, as well as in Quality and Productivity. Holds a Bachelor’s degree in Administration from UniCesumar. Certified Lead Auditor for ISO 9001 and ISO 45001 standards. Works as an expert in personnel management and as a higher education lecturer. Currently serves as Human Resources Coordinator at the Grupo DRM. E-mail: huallady.bitencourt@hotmail.com.

Olga Maria Coutinho Pépece, Universidade Estadual de Maringá

Researcher in the fields of Culture and Consumption Theories and Consumer Behavior, with a special interest in gift-giving, consumption and rituals, meanings of consumption, fashion consumption, and vulnerable consumers. Associate Professor at the State University of Maringá and at the Graduate Program in Administration (Master’s and PhD) – PPA-UEM. Member of GIPEM – Interdisciplinary Group for Research and Studies in Marketing and G-COMO – Fashion Consumption Studies Group. Holds a PhD in Administration from the Federal University of Paraná (2009), with the dissertation “Brands as Collectible Objects: An Analysis Based on Motivations for Collecting and Means-End Chain Theory.” Holds a Master’s degree in Administration from the Federal University of Paraná (2000), with the dissertation “Gift-Giving Behavior: An Exploratory Analysis,” and a Bachelor’s degree in Administration from the State University of Londrina (1997). Coordinator of the Fashion Consumption Working Group at Colóquio de Moda, Leader of the Consumer Behavior Track at SEMEAD-USP, and Leader of the Marketing and Society Track at ANPAD. E-mail: olga.mcp@uem.br.

Downloads

Published

2025-10-06

How to Cite

Amantino Bitencourt de Proença, H., & Maria Coutinho Pépece, O. (2025). Revisiting the social rules of Christmas gift-giving:: a study in southern Brazil. Comunicação Mídia E Consumo, 22(64). https://doi.org/10.18568/cmc.v22i64.2999

Issue

Vol. 22 No. 64 (2025): MAI/AGO

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.