Advertisement

The Nature of the Social Gift in the Age of Digitalization

  • Mikhail Y. Zakharov
  • Irina E. StarovoytovaEmail author
  • Anastasiya V. Shishkova
Chapter
  • 18 Downloads
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 282)

Abstract

The purpose of the study is to analyze various approaches to understanding the nature of gift giving, revealing the characteristics of a social gift as an important resource for establishing and strengthening business and informal relations between partners for optimizing corporate efficiency. The authors of the paper relied on the contemporary foreign and domestic scientific literature on the researched topic. The paper shows that a social gift is a non-verbal means of communication, a carrier of encoded information about the giver, the recipient and the gift situation itself, aimed at establishing, maintaining, and strengthening long-term social ties. The authors note the significant differences between a social gift in its goals and objectives and a bureaucratic gift considered as a social and bureaucratic bribe. The authors of the paper demonstrate that along with the positive aspects of social donation, negative aspects are inevitable, including an increase in the moment of uncertainty, non-guaranteed positivity of the consequences of the gift. The novelty of the study lies in the fact that the main trends in the modernization of social gift in the digital age are identified. First, a social gift is based on new norms, standards, and values. Second, the non-utilitarian significance, informal character, and emotional coloring of a social gift in the digital age is growing. Third, the exchange of social gifts in a networked society is nonequivalent. Fourth, there are new forms of social gifts (virtual gifts, digital gifts). Fifth, specialists in the field of human resources management are faced with new problems: difficulties in algorithmizing and digitalizing a gift, the risks of being too open in connection with the distribution of gifts on the Internet, and the risk of losing the national-cultural component of a social gift. The paper may be interesting and useful to specialists in the field of personnel management, everyone interested in the transformations taking place in the digital society.

Keywords

Social gift Social bribe Digital gift Digitalization Social communication 

References

  1. 1.
    Afanasyev, V.G.: Social information and society management. Political Publishing House, Moscow, USSR (1975)Google Scholar
  2. 2.
    Antón, C., Camarero, C., & Gil, F.: The culture of gift giving. What do consumers expect from commercial and personal contexts? J. Consum. Behav. 13(1), 31–41 (2004)Google Scholar
  3. 3.
    Barsukova, S. Yu., Mutual assistance of Russian households: Theory and practice of the gift economy. Universe of Russia, vol. 2(8), pp. 81–122Google Scholar
  4. 4.
    Caplow, T.: Rule enforcement without visible means: Christmas gift giving in middletown. Am. J. Sociol. 89(6), 1306–1323 (1984)CrossRefGoogle Scholar
  5. 5.
    Castells, M.: The information age: Economics, society, culture. Higher School of Economics, Moscow, Russia (2000)Google Scholar
  6. 6.
    Dahl, V.I.: Explanatory dictionary of the living great Russian Language, 6th edn. Drofa, Russkiy yazyk-Media, Moscow, Russia (2011)Google Scholar
  7. 7.
    Fenko, A.B.: People and money: Essays on the psychology of consumption. KLASS Publishing House, Moscow, Russia (2005)Google Scholar
  8. 8.
    Graycar, A., Jancsics, D.: Gift giving and corruption. Int. J. Publ. Adm. 40(12), 1013–1023 (2016)CrossRefGoogle Scholar
  9. 9.
    Gryzova, U.I.: A gift as a carrier of social information. Bull. Orenburg State Univ. 11(147), 190–195 (2012)Google Scholar
  10. 10.
    Heins, V. M., Unrau, C., & Avram, K.: Gift-giving and reciprocity in global society. Introducing Marcel Mauss in international studies. J. Int. Polit. Theor. 14(2), 126–144 (2018)Google Scholar
  11. 11.
    Hollenbeck, C.R., Peters, C., Zinkhan, G.M.: Gift giving: A community paradigm. Psychol. Mark. 23(7), 573–595 (2006)CrossRefGoogle Scholar
  12. 12.
    Kizilcec, R.F., Bakshy, E., Eckles, D. & Burke, M.: Social Influence and reciprocity in online gift giving. In: Mandryk, R., Hancock, M., Perry, M., & Cox, A. (eds.). Proceedings from CHI '18: The 2018 CHI Conference on Human Factors in Computing Systems. ACM Press, New York, NY (2018)Google Scholar
  13. 13.
    Lambsdorff, J.G., Frank, B.: Bribing versus gift-giving—an experiment. J. Econ. Psychol. 31(3), 347–357 (2010)CrossRefGoogle Scholar
  14. 14.
    Levy-Strauss, C.: Structural anthropology. EXMO—Press, Moscow, Russia (2001)Google Scholar
  15. 15.
    Moss, M.: Society. Exchange. Personality. In: Proceedings of social anthropology. Publishing House “Book House University”, Moscow, Russia (2011)Google Scholar
  16. 16.
    Romele, A., Severo, M.: The economy of the digital gift: from socialism to sociality online. Theor. Cult. Soc. 33(5), 43–63 (2016)CrossRefGoogle Scholar
  17. 17.
    Shmargad, Y., Watts, J.K.M.: When online visibility deters social interaction. The Case of Digital Gifts. J. Interact. Mark. 36, 1–14 (2016)CrossRefGoogle Scholar
  18. 18.
    Steinberg, I.E.: Psychology of nonequivalent exchanges in social support networks of urban and rural families. Bull. Publ. Opin. 6(74), 52–57 (2004)MathSciNetGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Mikhail Y. Zakharov
    • 1
  • Irina E. Starovoytova
    • 1
    Email author
  • Anastasiya V. Shishkova
    • 1
  1. 1.State University of ManagementMoscowRussia

Personalised recommendations