Diamonds and Bling
Diamonds and Bling
This chapter illustrates how diamond consumption is read as a poetic practice, in which an extraordinary form of diamond wear is treated as a foil by those most directly targeted by diamond marketing. It analyzes how “bling,” which are big, flashy diamonds that are worn in ways that cut against standards of gender and style promoted in ads, works as a symbol of glamor or status, but by calling attention to itself and its sign-hood, invites a critical, questioning engagement. Bling acts as a poetic device that instead of reflecting, or even pretending to reflect, cultural norms, it has the potential to create new knowledge, ideas, and relationships. Since poetic devices always come into view within historical context, bling must be situated in a cultural landscape, between De Beers and hip-hop stars. The chapter explores how white middle-class consumers interpret bling, analyzing consumers' ideas about hip-hop artists who flaunt them.
Keywords: diamond consumption, poetic practice, diamond wear, diamond marketing, glamor, status, bling, hip-hop artists, De Beers
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