American Consumerism, Advertising, and the Social Construction of the "Diamond"

• In Event: Science in the Public Sphere: Representation, Mediation, Interpretation

Abstract

Marilyn Monroe became the face of “diamonds are a girl’s best friend” in the 1953 movie Gentlemen Prefer Blondes. This iconic cinematic scene is a quintessential moment in diamond advertising history. A unique commodity, diamonds are simultaneously a luxury object and an object of mass consumption. I argue that popular ideas about diamonds are ingrained through media systems, especially diamond advertisements. Diamonds have become central to American popular culture through the effective use of mass media and advertising. For the purposes of this project, I understand “culture” to mean a socially-defined identity and hierarchy, encompassing the monetary and intrinsic relationship between consumers and products. Theodor Adorno, Pierre Bourdieu, Jean Baudrillard, and Thorstein Veblen have all written on this subject. Each author offers a unique interpretation of culture that enriches the discussion on diamonds and diamond jewelry. Through the analysis of trends of consumption across the twentieth and early twenty-first centuries, I reveal further explanations for patterns of consumer behavior. Just as other objects of cultural significance have entered the American home, so too have traditions in the expression of love and devotion. This research addresses the major themes of American consumer choice in consumption of diamond jewelry based on advertising, translation of expertise to the public, and actions encouraged by consumer culture. The narrative of diamond advertisements is constantly evolving. This research demonstrates the importance of understanding socio-technical systems both at micro and macro levels.

Author

• Bryn Seabrook, University of Virginia