Gift in Our Life: How Gift-Giving Culture Affects Media Relations in Vietnam

• In Event: Relationship Management and Outcomes

Abstract

This paper examines gift-giving as part of professional life and practice in Vietnamese media relations. Using the anthropological perspective on gift giving (Sherry, 2983), this paper developed a theoretical framework of understanding a gift-giving in public relations through: (1) the gift itself; (2) the consequences of gift giving and gift taking actions (or consequences for gift-givers and recipients); and (3) the actors’ own understanding of the gift, action structure, and motives (or the situational conditions). This study reported the results of 31 online surveys and 17 interviews with public relations managers in Vietnam about gift-giving practices in media relations to provide evidence of potential impact of the gift-giving culture on editorial decisions. Findings revealed that viewing gift-giving practices as cultural norms and bribery are two major conflicting approaches to gift giving among public relations practitioners in the country. This study offered theoretical and practical implications of gift-giving practices in public relations that may explain differences in media relations among countries.

Authors

• Tham Nguyen, U of Oklahoma

• Katerina Tsetsura, U of Oklahoma