HOW HAS LUNAR NEW YEAR BECOME COMMERCIALIZED?CONTENT I. II. Introduction…………………………………………………………………………3 Literature review: 1. Definition and characteristics of ritual……………………………………………...5 2. Typology of ritual experiences……………………………………………………...9 3. Model of meaning transfer…………………………………………………………10 III. Analysis: 1. Gift exchange ritual…………………………………………………………………13 2. Religious ritual………………………………………………………………………15 3. Festival cuisine……………………………………………………………………..18 4. Flower, tree and housing decoration……………………………………………..20 5. Party ending of year………………………………………………………………..22 6. Spring Festival bonus/allowance………………………………………………....23 7. Asking calligraphy………………………………………………………………….24 8. Watching live television program at New Year’s Eve…………………………..25 IV. Conclusion.……………………………………………………………................26 Reference………………………………………………………………………….28 2 I. Introduction: Lunar New Year is the most important festival in some Asian countries that celebrate the New Year holiday based on the lunar calendar. To distinguish from New Year celebration in Western, it is sometimes called as Spring Festival or Chinese New Year. Lunar New Year is considered a foremost holiday for the Chinese and has had a impact on the new year celebrations of its geographic neighbors, as well as countries with whom the Chinese have had broad interaction (Aijmer, 2003). These include Koreans, Tibetans and Bhutanese, Mongolians, Vietnamese and Japanese before 1873. This event consisted many rituals such as gift giving- the inner element of various exchange ritual (Sherry, 1983), luck talk, family gathering or food preparation and consumption (Fard and Armelagos, 1980) that affect to the consumption of culture world. Consumption has even been interpreted generally as the essential ritual of modern life (Wright and Snow 1980) Understanding Spring Festival and comprehend its change is crucial because a quarter of the world’s inhabitants rejoice it as the main holiday. Furthermore, the contribution of Spring Festival consumption for economic is recognizable with the evidence that retail sales in China during the Spring Festival soared by more than 17 percent in 2009 according to the official Xinhua news agency (Trippon, 2010). In another country which celebrates Spring Festival in the same time as China like 3 As Tetreault and Kleine (1990) state ritual's 'instantaneous' transitions are most evident in public events marking and Rook (1985) asserted that ritual behavior often entails the widespread exchange of goods and services. However. or even solemn occasions. the statistics figures of Hanoi Trading department show that the demand of good consumption also increases around 30% during Spring Festival (Nguyen. 2007). ceremonial. there is a gap in literature about Lunar New Year. grasping rituals in term of its characteristics and analyze the roles of rituals in transfer the meaning of culture world to individual can help to understand the value and spirit of Spring Festival and explain its alteration. this paper also suggests the positive transform of this event in the future that can help to prevent the drawback of over commercialization. which are often consumed at vivid. This paper’s aim is to address the question how Spring Festival has become commercialized by first exploring literature about ritual consumption and secondly analyzing paradigms from reality to give explanation for its change. Lunar New Year is an example of such occasion and event. 4 . Not like researches on other holidays in Western such as Christmas or Thanksgiving. In addition. Thus. the debate is about whether this festival is losing the traditional meaning and becoming over commercialized that makes Spring Festival is relatively considerable.Vietnam. In addition. 1. Secondly. Literature review: Rook (1985) admitted that the kinds of expressive behavior in different sceneries vary the ritual phenomenon. seriousness. will acknowledge ritual by examining the definition and the characteristic that construct to ritual from Rook’s view and Tetreault and Kleine III (1990)’s to gain the best understanding of ritual phenomena. Definition and characteristics of ritual “The term ritual refers to a type of expressive. this part. 1985) Ritual experience is identified in this definition as the optimistic and momentous feature of everyday and bizarre human experience (Rook. by appraising the ritual vigor. the better comprehension of existing rituals in Luna New Year will be derived. (Rook. episodic sequence. He also questioned whether obtaining the distinct definition of ritual is necessary. 1985). discriminating ritual behavior in term of typology is apposite to determine which category the Spring Festival itself and consisted rituals belong to. Finally. and that tend to be repeated over time. symbolic activity constructed of multiple behaviors that occur in a fixed. Ritual behavior is dramatically scripted and acted out and is performed with formality. and inner intensity". Spring Festival itself can be considered as a ritual and it comprises the numerous of other rituals such as gift giving. the important role of ritual in transform meaning of the culture world will be accentuated. Hence.II. firstly. consuming festival food etc… 5 . He also stated that the shape of mythological characters. the script identifies the behavior order and their users. (Douglas and Isherwood 1979) described ritual artifacts as the form of consumer goods that escort in the ritual scenery. The role can be clearly scripted or indistinctly depended on different occasions and the involvement of participants.Rook (1985) carved up ritual experience by four tangible components: 1. A ritual script 3. In a specific ritual circumstance. along with artifact. logos. icons. Moreover. or significant colors is provided by ritual artifacts in more general manner. Rook (1985) suggested a ritual script is the usage guide for numerous artifact materials. As Rook (1985) depicted that ritual performance role belongs to individuals who perform a ritual script. Ritual performance role(s) 4. A ritual audience. 6 . 1985). One is more important about ritual script that he illustrates that some scripts might be unstructured and casual while others such as municipal ritual and sacrament of passage are more ceremonial and structured. He also highlighted the power of mass media that give opportunity for an individual to indirectly participate in wide range of rituals. Ritual artifacts 2. the symbolic meaning that are the central of total experience is often communicated (Rook. Explicating the meaning of ritual script. Some of their points rely on few ideas of Rook’s definition. The presence or absence of a well-defined target audience beyond the immediate participants. Christmas and some other festivals in Western countries.Finally. While Rook (1985) discovers ritual in term of their components. However. The presence or absence of a well-defined ritual script 3. 7 . they emphasized more critical points that help to acknowledge supplementary to rituals. 1. Rooks (1985) also emphasizes that it is achievable to appraise any ritual's vigor using four structural components identified previously. The nature and extensiveness of artifactual consumption 2. He concluded that some rituals have turned down sharply over a few age bracket of time while others increase their reputation and new rituals appear on a regular basis. Tetreaul and Kleine III (1990) construct ritual definition by scrutinizing their characteristics from collecting supportive ideas of many other authors. The audiences can be recognized easily or hidden in some certain rituals. He measured the extensive existent and ignorance of some rituals involves New Year. The clarity of participants' ritual role perceptions 4. a ritual may be targeted at a larger audience further than those individuals who is clearly defined with specific role. Second. ritual occurs in bracketed social time and/or place (Turner 1985). ritual is purposive behavior that completes its aims of conversion and maintenance of both social and moral order. solidity would be expected across actors satisfying similar functions. It is not necessary to imply that ritual covers only "extraordinary" human experience (Rook. 8 .The socially standardized regulations for ritual performance include both explicit and implicit unadventurous requirements. La Fontaine (1985) demonstrate that ritual endorsement obliges the structured collaboration of individuals to accomplish all compulsory function. other authors support the point about the social standardization of ritual. However. Fourthly. Finally. First. Implicit rules represent a part of "hidden culture" that apply an extraordinarily powerful affect on behavior (Hall 1977). it illustrates a system of which consumer behavior is an essential element. Thirdly. The social standardization also represent when the script recommend roles and related rules of Ritual is also socially standardized in that the scripts prescribe roles and associate regulations of conduct for performer comportment (Durkheim 1974). they identify ritual as an analytic category and affirm the power of ritual for consumer research is two-fold. according to La Fontaine (1985). ritual evokes and communes not only one meaning (Kertzer 1988). more than that it evokes an association of both cognitive and affective meanings.Firstly. ritual highlighted the combined nature of psychological and social structural phenomena Secondly. categorization of different types of ritual experience can help to determine the original source of every single ritual activity in the range of Spring Festival rituals. By classifying five primary resources of behavior and meaning. Typology of ritual experiences Along with ritual definition and characteristics. 2. This table bellows recapitulates the connection between five primary resources and the typology of ritual experiences. Group learning 4. it encompasses human experience that commemorates noteworthy social or natural transition events. Cultural values 5. Individual aims and emotions 3. Human biology 2. Levy (1978) summits the framework to construct the typology of ritual experiences. 1.1985). Cosmological beliefs. 9 . Model of meaning transfer After acknowledging rituals in term of such meaning and typology. cultural meaning shifts interminably first from the culturally constituted world to 10 . Based on his model.Sources: Rook (1985) 3. it is vital to analysis their roles in transferring cultural meaning. McCracken (1986) model is using to explain this trajectory. 11 . McCracken (1986) defined advertising is a mean through which meaning continuously transfers from the culturally constituted world to consumer goods. however. The old meaning in old and new goods is given up and replaced by a new one through advertising. and four consumption rituals are the instruments of this movement.consumer goods and then from these goods to the individual consumer. he considered the fashion system serves as an instrument in this trajectory less than advertising. Advertising. Moreover. it helps analytically to invest and divest the meaningful properties in goods. the fashion system. Consumers often realize the cultural meaning held by consumer goods in incomparable circumstances.According to McCracken (1986). gather and encourage family relationship. However. Possession rituals help to transfer the good’s assets to its possessor. the giver tempts the receiver to share the properties acquired by the goods. four consumption rituals that assist to transform those meanings to individual consumer from goods in his model. In that case. and wish for the successful New Year (Aijmer. Lunar New Year somewhat motionlessly embraces same rituals and themes in some Eastern countries (Aijmer. 2003). The meaning of Spring Festival can be terminated as the time to forget the grudges. Exchange rituals transfer definite meaningful properties from goods to individual. So that. because of sharing the similar traditional culture value. Finally. They can also be used to preserve and lighten definite of the meaningful properties occupant in goods. the meaning in consumer goods is sometime clear and sometime hidden. Grooming rituals permit the consumer to ventilate the properties s/he depicts from goods. divestment rituals have a role in blank goods of meaning so that the losing and corruption of meaning cannot take place (McCracken . Based on such 12 . sincerely with peace and happiness. 2003). Analysis: Different countries celebrate their New Year holidays by the own diverse activities. 1986) III. exploiting of recipient’s enjoyment (Sherry. 1983. following by those rituals are constructed by social activities and individual perception (La Fontaine 1985). 1993. while some ritual occasions have refused in popularity. The most important reason is to show their adoring with the receivers such as their parents. relation or friends. Park. if not replace them. 1998) and expediency of the use of the gift given (labeled as empirical or affirmative motivation by Wolfinbarger (1993)) Nowadays. 1983. Undoubtedly. 1. recipient orientation consists of altruism i. 1990. 1998) comprise orientation of the giver. exchange gift has not carried such meaning. The more value the gift carry on. 1998) and self-interest (Sherry. Park. the 13 . more than that it is the chance for people to claim for their benefits when they confer gift. Gift exchange ritual In some countries that celebrate Lunar New Year. people normally exchange gift before the New Year coming for many reasons.e. The motivation of gift giving can be obligation (Goodwin et al. 1990. Park. the more benefits they can acquire. Wolfinbarger. Wolfinbarger.meanings and themes.. some existing observers discover decline in familiar cultural rituals and deduce this as a serious social problem (Douglas 1974). People are seeking for the gift that can symbolize their purpose to the receiver. As the result. However. 1990. new rituals have appeared to take their place. some social rituals have become moderately blank and meaningless and are now purely ritualistic (Erikson 1977). On the other hand. Wolfinbarger. Investigating in this part are some fundamental rituals that contribute the foundation of Spring Festival and their alteration is the reason for commercialization of Lunar New Year. com/showthread.gift is designed as the most attractive style to catch the attention of consumer.php?43216-Chuc-Mung-Nam-Moi-2010-(canh-dan) The increase of demand for New Year gift guides the development of relevant services such as providing online festival gift. it has further revealed that the intensity of expenses are linked to a number of demographic 14 . in which consumers are enthusiastic to spend much money on gift. Picture 1: The gift basket in Spring Festival Source: http://4rum.4tvn. design for your own gift boxes etc. While the study has reconfirmed Hou’s (1999) examination that Lunar New Year is special occasion. The picture below is an example of a present basket that includes various types of consumption products (Picture 1). they will bear no respect. The meaning of exchange gift. Lunar New Year is the occasion for marketers use this opportunity to increase their retail sales of consumption products.” What were they worrying about? The simple answer is how much money they have to put in the envelope as a gift to their bosses or business partners. admiration and adoring of gift-giver. more than that it is money value carrying in an envelope from giver to receiver. These places are popular spots as people like to give donations and to get their fortunes told during Spring Festival. Vietnamese families have a tray of five different fruits on their altar called “Five type fruit” for Spring Festival (Picture 2). Thus. In the future. Theories about religion show that the solid connection between 15 . Nguyen (2010) . I interviewed 51 business men. to pay respect to their ancestors. 47/51 are worrying about the gift giving in Spring Festival. Religious ritual The primary concerns of the Chinese during the New Year festival are future good luck. especially in the big festival like Lunar New Year. gift is now not only just goods. Another ritual is to visit local Buddhist temples in the first days of the New Year. If there is not an anxiety of Spring Festival gift-giving’s value. Therefore. gift will is simply money. 1982). they always want to worship for their ancestors as much as they can. gift carrying the spirit is losing. and paying reverence to the gods and spirits (Sellmann. Normally.factors.CEO of Thai Ha Books said “When writing this article. Moreover. 2. it is from staff to the boss or from some one that ask for help from gift receiver. One of the religious rituals in Spring Festival is having a family altar. com/thongtin/index. 1968). 1985).raovat. Sherry (1984) admits the existent of superstition as part of a culture’s oral tradition. enactment of ritual performances with arbitrary belief (Rook.aspx?ArticleID=242390&ChannelID=320 Regarding to another ritual. The five fruit type tray is becoming ten or even more and it also appears the service that help consumer arranging for the “5 fruit type” tray (Picture 3). The situation in Vietnam when people visit Phuc Khanh 16 .com. there is an overwhelming of visiting the Buddhist temples during Spring Festival.tuoitre.rituals and religious doctrines (Geertz.php?rv=detail&id=1416 http://www.vn/Tianyon/Index. every religious ritual has a change in particular that bid the market to keep that chance to commercialize. Following by such those beliefs. Picture 2: “5 fruit type” tray Picture 3: Service arrange “5 fruit type” tray now Source: http://www. 6). In this occasion.temple in Lunar New Year is a precise example.php?f=news&do=detail&id=558 17 . Picture 4. 5.vn/index. many surrounding stores can sell different kinds of offering and even a place for people who want to show their reverence near to Buddha or Saint Swell (Picture 4. The enormous of people come to this place during Spring Festival with the massive offering to demonstrate their respect and wish for their success and lucky in the New Year. 5: Consecrating offering to Phuc Khanh temple Source: http://saobang. The ritual of homemade food preparation in the past disappeared that replace by new ritual in cuisine activities for Spring Festival. The past ritual of preparing food includes cooking “Chung” cake.com/2009/05/25/chen-vai-l%E1%BB%85-ph%E1%BA%ADt-ngay-r %E1%BA%B1m-thang-gieng/ 3. 1993) but now people is pleased to buy them from somewhere rather than prepare themselves (Picture 7).the traditional cake and many other traditional food for spring festival (Terada and Larsen.Picture 6: Outside Phuc Khanh temple in Spring Festival Source: http://maikyvy. Festival cuisine Fard and Armelagos (1980) stated that food preparation and consumption is often correlated with particular ritual events such as Spring Festival.wordpress. 18 . through advertising. marketers also formulate the meaning for consumer goods that then transfer it to individual consumer. Food market includes everything people need to celebrate New Year.vn/Kinh-te/Banh-chung-Ha-Noi-lam-khong-kip-ban/20654286/87/ http://vietbao. it is becoming one of the important drinks in the meal for Spring Festival (Picture 8). through advertising. nowadays.Picture 7: Gathering family to cook “Chung” cake and the image of “Chung” cake store in market Source: nhau/11044611/157/ http://vietbao. however. Coca Cola has been considered the everyday beverage from Western social.vn/Xa-hoi/Tet-la-dip-chung-ta-ngoi-an-guong-mat-nu-cuoi-cua- That is then making opportunity for food market develop during Spring Festival. For example. Sometimes. 19 . Impulse buying is likely to be influenced by an unexpected incentive. Flower. With 20 . 2008) 4. In Lunar New Year. The flower market is one of the highlights of the festival celebration (Yeung and Yee. tree and housing decoration One of the fundamental rituals that people hold in Spring Festival is decoration house with symbolic trees and flowers. Spears (2006) argues that the festival mood increases the level of expectation and pleasure that motivates consumer impulse purchase intention as attending the event is outside the daily routine. the symbolic trees can be Peach Flower. special price offer and booth decoration (Yeung. such as product exhibit. Kumquat and some other kinds of flower to embellishment. 2009).Picture 8: Image of Coca Cola cover using to promote during Spring Festival While giving the reason for the motivation of purchasing consumption goods in Spring Festival. 10) However. people is still seeking for the most expensive one that they believe it might carry the successful meaning for them and spend a lot of money on that.html 21 .tin247.Eastern ethnic. with development of flower market. happiness. those trees may represent for the wealth. there are more and more trees that is worth as an asset (Picture 9. luckily and wish for property in the New Year. Therefore. Picture 9: Flower market in Spring Festival Source: http://www.com/ha_noi_cho_hoa_tet_ngay_cuoi_cung_trong_nam-1-21220864. Recently. Consequently. colleagues.xaluan.Picture 10: The Peach Flower tree is worth as one year income of a middle class person in Vietnam Source: http://www. the ending year party normally is held in family on the last day of the year as a ritual. They also state that a big company usually holds ending party in five stars hotel and have to book before at least two months to gain the place. Ending party is not only a 22 . the market for party ending of year has been developed a few years recently. This is the change of individual role and performance audience in consisting of this ritual.com/modules.net (2008). partner etc. there is the service to organize old year farewell party for every one has demand. Party ending of year If in the past. every one celebrates the ending party with many other groups of friends. According to Dothi.php?name=News&file=article&sid=6415 5. et al (2008) state that the highest festival allowance in 2008 was 330 million VND (as the ten years income of a middle class person in Vietnam). 1985). it becomes more and more.new ritual to engage the relationship between all members of a company. rituals are also subject to life cycle forces (Rook. Nowadays. Do M. “Money”. In addition. it varies within different company policies. Asking for calligraphy Asking for calligraphy in the first day of New Year is a ritual that seemed to disappear but a few years recently. 7. “Achievement”… that are form of Chinese letter to present their wishes for New Year (Picture 11). Spring Festival bonus/allowances With the appearance of new rituals and commercialization of Spring Festival that make people spend much more money for this event. Example in Vietnam. Spring Festival bonus is the factor of both reason and result from those activities described above. 1985). it is becoming expanded in Vietnam. “Happiness”. it is useful to recognize how segmentation forces give rise to rituals that appeal to increasingly smaller audiences (Rook. it is also an occasion to express the growth of the company. 23 . The good letters can be “Luck”. like most marketplace products. Because some rituals have faded or are fading from the scene does not mean that ail rituals are declining. Festival allowances is the amount of money people receive from their company. 6. called “Ong Do” Source: http://portugal.Picture 11: Image of calligraphy writer.com/blogs/nightflower/hanoi-and-the-moments/ 24 . it becomes commercialized while there are even the series of calligraphy streets (Picture 12). this activity has not mean the traditional value only. product is the calligraphy letter and the calligraphy artist becomes a seller.The returning of this ritual is wide spread while people not only come to ask for a letter. Watching live television program at New Year’s Eve 25 .htm 8. the more beautiful calligraphy he can draw. they need to pay money to buy the paper which is used to write calligraphy. In these places.com. Such streets have the operation model as the trading exhibits while consumers visit every booth and buy products. more than that. Thus.vn/c20/s20-217036/ong-do-xuong-pho. the higher reputation he can obtain and the more money people are eager to pay. Picture 12: The calligraphy street Source: http://dantri. In this case. In summary. as the crucial festival representing the Eastern value. Along with dance and song performance. it is normal trend while ritual experience is purpose behavior and 26 . It is confused whether this event is raising the human sentiment of Spring Festival value or a promotion campaign of entrepreneurs. all of such those rituals’ alternation turn Lunar New Year to become the holiday of consumption. However. creating new rituals which do not belong to the traditional activities. advertisement and promotion images from every business that sponsor and contribute for this night is the main part of the whole show. fireworks live broadcast. advertising and bring financial benefit for business (Hou.In New Year’s Eve. 1999). Conclusion: While Hirschman and La Barbera (1989) accepted that Christmas – the most important ritual in western is commercialized. IV. In this show. entrepreneurs and individual can auction for a specific object and rise for charity subscription. there is a charity fund raising show that attracts all audiences who are staying at home. However. almost people in Eastern is gathering with their family at home and watching television. this festival is losing the traditional meaning. With the improvement of media. In some extent. it allows people to observe how everyone celebrates New Year all over the world by live program. Lunar New Year can be impossible to present to become commercialized because of the economic development. That show is one of the decisive events that push promotion. some of other rituals such as greeting with luck talk. This paper used supportive theories relies most on Western prospects such Rooks (1985) definition and McCracken (1986) model. with those ideas that was discovered in this paper can help to acknowledge Spring Festival in the accurate direction to prevent this festival from the over commercialization. lion dance etc. By accepting the commercialization of Spring Festival. However. Eastern countries continuously adapt Western culture in some extents (Huntington. the main concern of this paper is about the commercialization of Lunar New Year which such activities signify with a not high intensity compared with the rituals that have been discussed in the previous part.there are the unstructured rituals that can change over the time to become adapted. Therefore. However. 1996) so that such theories can be reliable to investigate Eastern culture presented in Spring Festival. 27 . 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