Women who are obsessed with the " Gender Watch " notes, with their motivational and environmental implications, will be sharing their gender-related current affairs observations from short stories. Who pays for Valentine's Day? In this family celebrating day, a large number of lovers, single people are not soft. (same field Gayon: Valentine's Day feast, who should pay?) )

Chocolate is a primer, flowers and dinner is the basic, send what gift can be sent to the heart, is often the pain of every lover.

Valentine's Day in different countries, imported to Taiwan, love the festival of Taiwan's People's Congress melting pot of all the mystery of Valentine's Day, someone said the Western Valentine's Day men gifts, white Valentine's Day girl in return. Valentine's Day in the student period is full of advertising atmosphere of the festival, spread a gift card to receive the number of cards to symbolize popular culture.

2015 International shopping website Lotte Market has published a global Valentine's Day gift survey, found that Asians have been looking forward to Valentine's Day more than Europe and the United States, where the Taiwanese people love Valentine's Day in the world ranked second, only Indonesia, and Taiwan's husband gifts generous index crown, send a spouse Valentine's Day gift amount of the average broken million. What you may not have imagined, however, is that spending money is not just a partner, but a large number of single people are on the holiday.

From the single person and the two people's consumption motivation, we further think, the contemporary gift-giving economy has any wonderful place.

Single, double, all money.

In addition to Taiwanese people who love Valentine's Day, the shopping site survey also shows that Asian men are generous to women, of which the average Taiwanese men spend 10,430 yuan to buy Valentine's Day gifts to women, but also that the Taiwanese girls are very good at their own, on average spend 5,175 yuan to send their Valentine's Day gifts.

Long live this slogan shout Well, Valentine's Day business opportunities not only aimed at the lovers, but also to see the rise of the unmarried single person.

"I like to see the money I make ... Hang in my closet. "Sex and the City" actress Kelly Bray

A single person who has bought a Valentine's Day to send himself as a "reward", The Advertiser described more like "Make up", single women make up for "no other half give gifts" vacancy, for their own better.

This shortcoming is not "nature", but the day after tomorrow. Some products reveal that "more people will love you after use", such as cosmetics, care products, clothing often "love" as a turning point for women, so that women try to get closer to the love market through consumption.

Single women's Valentine's Day consumption is more emotional consumption, often through the product image to meet their needs of a certain trait. For example, the text message or a wide range of content to convey the "love themselves", "Happy Woman", "loved by people" merchandise, call on women from which to get social identity and self-image promotion.

Genie Women's consumer market

"I'm not a shopaholic, I'm reviving the economy!" 」

In Hong Kong, the market called a category of women as "Genie", is their main target, this category of women unmarried, divorced, late marriage, financially reliable and stable income, their lives without cost to invest in the husband or child, their own time more, the consumption power also increased. Because of "white-collar, backbone, elite", so called Genie.

Genie and Taiwan's leftover, Japan's loser Dog list, the merchant kills the eye, the commodity message strongly wraps "The new feminine, the new value" image, for example strengthens the single feminine collective feeling and to the brand recognition by the metaphor such as "looks forward to next time not to depend on oneself", "lets oneself become the better woman" and so on. (same field Gayon:"Cai Yiwen-Wen" Why the next must be better: love, not a worthwhile investment )

Perhaps we hope to liberate more women from the family into the workplace, can think further, the so-called superior "new woman" is not also narrow the flexibility of women. Advertising continues to replicate and reproduce the feminine qualities of gender issues, showing that happiness is ready: buy a diamond ring for yourself, you have the ability to foresee happiness, Valentine's Day pamper yourself, and reward yourself with a SPA appointment for a whole year ... And so on, the former reinforces the need for the ring and marriage and the value of a single marriage, while the latter is regarded as a "flaw" in the need to be made up for female singles.

Bones, women, dogs, in the community to withstand the vast number of single discrimination malicious, in the advertising world and have been taught again and again: what kind of woman you should be, in addition to emphasizing women's personal pleasure and hedonism, the consumer market for women's real needs have more imagination.

Such a woman, she is also someone else's daughter, she needs to face the parents facing her single old age worry; Such a woman, she is her own, in the marriage system can not be embedded, she is more concerned about the society can provide this kind of people equal living conditions, the enjoyment of the human rights of the care of

Even, single women are packaged as a way to make a good living group at the same time, there are middle-aged lost marriages, unmarried mothers, divorced new immigrants ..., not every single woman has relative economic resources, to buy a "love their own happiness." (Recommended you see:"leftover" survival rule: the economy is not independent, can it? )

The consumption of the double-body: The commercialization of romantic love

Consumption is often seen as a human relationship, wrote the feminist sociologist Lynn Jamieson of the intimate relationship book: "Consumerism--that is, through consumer goods--takes the place of social interaction." 」

This is not only on Valentine's Day, but on weekdays we also use "gifts" as a means of pleasing each other. When a partner cannot face a quarrel or the challenges of life together, often with gifts to resolve disputes, use consumption to cover up the wounds of intimacy.

Research and analysis of 1997 Illouz--romantic love is gradually becoming commercialized (the commodification of romance), especially in movies and advertisements, but the imagery conveyed is still the pursuit of love equal to happiness, and love is too much to render and beautify. After that, love has been linked to consumption by the intervention of capitalism, and many commodities have been made romantic.

This kind of love of reproduction, but also the class of romantic love, through the purchase of clothing, candlelight dinner, travel and other consumer activities to show the ideology of romantic love, gradually build into the public's love imagination. Love has become the exclusive perquisite activity, many people strive for each other for life, in the end just imitate a film once show Love.

Playing love in the "I Love You" money

In the Valentine's Day consumption behavior also often performance gender power of the wrong, such as:

College students are very popular "balloon teaser, Chocolate teaser" and other activities, is a kind of rigid pursuit of cultural reproduction, through the "gift" to convey personal desires, in such a game of women as passive, gift-giving action is to show the action of power, including the "requirements of submission" motivation. (Recommended reading:"love big things" reflect "pursuit of culture", rejected why see serious )

Who pays for the date, the economic pay more directly affect the individual's sexual autonomy, the pursuit of the power of desire. Most of the time men pay to show power and class, and this kind of economic "care" has become the reason why many women in the past have not been easy to leave the wrong people. But there's a deeper layer of " dating who pays " that has to be explored: does our society support women's relative male remuneration in the labour market? As well as the society's expectation of the economic ability of "men outside" and the choice of the parents, men are often given the responsibility to carry the economy in the reality that "women have only half the income of men in the world and women have only one-tenth of the wealth of men."

Let's vote now.

In the money to buy "I love You", embodies a woman in the relationship is often placed to accessory, loss of autonomy, but also see that men must use the economy to show the plight of ability. Whether it's a single woman or a happy Valentine's Day in a stable relationship, we need to reflect on the thinking behind our economic actions and take more initiative in "who we choose to be". True equality is not "one man, half", but regardless of gender, we can choose to devote ourselves to the proportion of the family and the workplace, without being bound by the gender norm.

Every penny you pay is paid for the world you want, and the simplest thing to do is never buy a product that has been implanted with a "gender stereotype".

Starting with the economic relationship between honesty and intimacy, if love is gone, are you still in love as usual? Or, economic conditions are part of your love for him, so how many true women can have in this love? The economy can buy out love how long, men and women suffer from labor and oppression, will have to last for how long.