Same Sex Marriages, Dissertation – Literature Example

According to the above literature review completed, the authors would like to summarize the findings and main theories related to conspicuous consumption of same-sex marriages. While this is a new niche market, with limited research and literature available, the main theories of the authors’ publications reviewed can be tested.

As several authors (Mirchandani 2008, Stewart 2001,  and Caramagno 2002) confirmed, same sex marriages act as a symbol of marriage equality. This also means that in the post-modern world, the meaning of marriage changes based on social movements and the legislation around same sex marriages. Marriage equality, according to Wardle (2013, p. 13) means that marital ties (financial and cohabitant) can not exist between opposite sex people. While the level of commitment is in the focus of a debate, based on research and statistics previously reviewed in this study, the statement of George (2012 p. 11) claiming that only opposite sex couples have a need to declare their commitment is not valid. The number of same sex marriage licenses issued since introduction of marriage equality act indicates that showing commitment publicly is one of the main motivators of same sex couples to get married. However, in order to understand same sex couples’ motivation, we need to address gender issues as well.

In the literature review, the authors have also examined gender theories and their applicability on same sex marriages. The construction of gender is a complicated issue in same sex marriages. While the traditional roles and male-female values are clearly defined by the opposite-sex marriage industry, in same-sex marriages heteronormity is present. This also means that while there is usually a dominant partner, many couples decide to take on the responsibility of planning, organizing and financing of the wedding. The stereotypes of gay people also influence choices of couples: gay men are believed to be feminine, while lesbian women are thought to be masculine, according to Geiger, Harwood & Hummert (2006). The above stereotypes form the unique features of the experience economy of SSM.

The authors have also reviewed the qualities and particularities of experience economy related to same sex marriages. Applying Pine and Gilmore’s theory (2010), experience economies are influenced by emotions and feelings, the authors have found that the statement is relevant to the consumption patterns and motivations of the SSM industry. Further, marriages between same sex couples have a self-image creating function, and the wedding can become a transformative experience. (Hertz 2013) This image creation can result in  conspicuous consumption in same sex marriages.  Reviewing the original definition of conspicuous consumption created by Veblen (1899), the authors have found that gay couples are likely to spend over their budget in order to “signify their newly found rights” (Ogilvie 2011) and to create their distinct image through the event. As Joshi (2012) stated, a gay wedding can communicate the gay culture and lifestyle towards guests and the rest of the society. Competition, indeed, has also been found to be one of the main motivators of same sex marriage conspicuous consumption.

To summarize the above findings, the authors would like to confirm that same sex marriages have created a specific experience economy which is motivated by creating an image of distinctiveness, commitment and positive representation of the gay lifestyle. Further, the literature review has also found that there are several unique features that make same-sex wedding industry distinct from opposite-sex marriages. These are:  heteronormity of roles, signifying equal marriage rights and showing commitment. Gay couples, on the other hand, are also likely to fight against common stereotypes related to them; such as lack of commitment, men being overly feminine and women overly masculine.

References

Gottdiener, M. (2000) New Forms of Consumption: Consumers, Culture and Commodification. Rowman and Littlefield.

Joshi, Y. (2012) Respectable Queerness. Columbia Human Rights Review. 43:2 416-467

Ogilvie, F. (2011) Same-sex marriage vote succeeds. ABC News. <http://www.abc.net.au/news/2011-09-21/20110921–same-sex-vote-succeeds/2910102>

Pine, J & Gilmore, J (2010) The Experience Economy. Harvard Business Press.

Veblen, T. (1899) Conspicuous Consumption. In: The Theory of the Leisure Class (NY:   Macmillan, 1899), pp. 64–70