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Clarity, Cut, and CultureThe Many Meanings of Diamonds$
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Susan Falls

Print publication date: 2014

Print ISBN-13: 9781479810666

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9781479810666.001.0001

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The Fullness of Diamonds

(p.179) Conclusion
Clarity, Cut, and Culture

Susan Falls

NYU Press

This concluding chapter revisits questions encountered in the entire text, reviews themes suggested by ethnographic materials, and discusses how this framework might be expanded. It argues that diamond meanings do refract advertisement discourse, but gaining a wider and more nuanced understanding of consumerism requires a methodological expansion in three ways. First, refocusing the gaze from the use of diamonds by social groups or as defined in marketing discourse to individual interpretations foregrounds everyday subjective perspectives without sacrificing a necessary and dedicated awareness of the political. Second, there has been surprisingly little comprehensive work based on empirical observations of the practical relationships between consumers and commodities, particularly once these objects are acquired and integrated into everyday lives as cultural and economic processes in which consumerism is inevitably and dialectically involved. Lastly, a methodological focus on the interaction between individuals and objects illustrates how things are encountered.

Keywords:   diamond, ethnography, advertisement, consumerism, social groups, commodities, marketing

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