Document Type
Article
Publication Date
2024
Abstract
Valentine’s Day, typically defined by expression of love and affection, has been celebrated as a symbolic day to exchange gifts among lovers. The capitalism of love in American culture is a sophisticated and ritualized marketing. The expression of love has been firmly tied with the act of giving material things, such as gifts. In light of the symbolic attachments given to the culture of giving gifts on Valentine’s Day, this study seeks to explore social media users’ sentiment and perceptions regarding the popular Valentine’s Day gifts. Unlike the typical love-hate relationship that stems from the intense commercialization of Valentine’s Day, positive vibes and overwhelming themes of love and joy dominated the 2+ million social media discourse this Valentine’s Day in 2024.
MSU Digital Commons Citation
Choi, Jin-A; Benton, Bond; and Luo, Yi, "An Investigation of Social Media Discussion on Valentine's Day 2024 Trends: Money can Buy Love & Chocolates" (2024). School of Communication and Media Scholarship and Creative Works. 51.
https://digitalcommons.montclair.edu/scom-facpubs/51