Lunar New Year 110 Paper

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CONTENT

I. Introduction3

II. Literature review:

1. Definition and characteristics of ritual...5

2. Typology of ritual experiences...9

3. Model of meaning transfer10

III. Analysis:

1. Gift exchange ritual13

2. Religious ritual15

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 Years Eve..25

IV. Conclusion.................26

Reference.28

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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 worlds 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

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Vietnam, the statistics figures of Hanoi Trading department show that the demand of

good consumption also increases around 30% during Spring Festival (Nguyen, 2007).

Not like researches on other holidays in Western such as Christmas or

Thanksgiving, there is a gap in literature about Lunar New Year. However, the debate is

about whether this festival is losing the traditional meaning and becoming over

commercialized that makes Spring Festival is relatively considerable. 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, which are often consumed at vivid, ceremonial, or

even solemn occasions. Lunar New Year is an example of such occasion and event.

Thus, 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 papers 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. In addition, this

paper also suggests the positive transform of this event in the future that can help to

prevent the drawback of over commercialization.

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II. Literature review:

Rook (1985) admitted that the kinds of expressive behavior in different sceneries

vary the ritual phenomenon. He also questioned whether obtaining the distinct definition

of ritual is necessary. Hence, this part, firstly, will acknowledge ritual by examining the

definition and the characteristic that construct to ritual from Rooks view and Tetreault

and Kleine III (1990)s to gain the best understanding of ritual phenomena. In addition,

by appraising the ritual vigor, the better comprehension of existing rituals in Luna New

Year will be derived. Secondly, discriminating ritual behavior in term of typology is

apposite to determine which category the Spring Festival itself and consisted rituals

belong to. Finally, the important role of ritual in transform meaning of the culture world

will be accentuated.

1. Definition and characteristics of ritual

The term ritual refers to a type of expressive, symbolic activity constructed of

multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated

over time. Ritual behavior is dramatically scripted and acted out and is performed with

formality, seriousness, and inner intensity". (Rook, 1985)

Ritual experience is identified in this definition as the optimistic and momentous

feature of everyday and bizarre human experience (Rook, 1985). Spring Festival itself

can be considered as a ritual and it comprises the numerous of other rituals such as gift

giving, consuming festival food etc

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Finally, a ritual may be targeted at a larger audience further than those

individuals who is clearly defined with specific role. The audiences can be recognized

easily or hidden in some certain rituals.

Rooks (1985) also emphasizes that it is achievable to appraise any ritual's vigor

using four structural components identified previously.

1. The nature and extensiveness of artifactual consumption

2. The presence or absence of a well-defined ritual script

3. The clarity of participants' ritual role perceptions

4. The presence or absence of a well-defined target audience beyond the immediate

participants.

He measured the extensive existent and ignorance of some rituals involves New

Year, Christmas and some other festivals in Western countries. 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.

While Rook (1985) discovers ritual in term of their components, Tetreaul and

Kleine III (1990) construct ritual definition by scrutinizing their characteristics from

collecting supportive ideas of many other authors. Some of their points rely on few ideas

of Rooks definition. However, they emphasized more critical points that help to

acknowledge supplementary to rituals.

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Firstly, they identify ritual as an analytic category and affirm the power of ritual for

consumer research is two-fold. First, it illustrates a system of which consumer behavior

is an essential element. Second, ritual highlighted the combined nature of psychological

and social structural phenomena

Secondly, according to La Fontaine (1985), ritual is purposive behavior that

completes its aims of conversion and maintenance of both social and moral order.

Thirdly, other authors support the point about the social standardization of ritual.

La Fontaine (1985) demonstrate that ritual endorsement obliges the structured

collaboration of individuals to accomplish all compulsory function. 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).The socially

standardized regulations for ritual performance include both explicit and implicit

unadventurous requirements. Implicit rules represent a part of "hidden culture" that

apply an extraordinarily powerful affect on behavior (Hall 1977).

Fourthly, ritual evokes and communes not only one meaning (Kertzer 1988),

more than that it evokes an association of both cognitive and affective meanings.

However, solidity would be expected across actors satisfying similar functions.

Finally, ritual occurs in bracketed social time and/or place (Turner 1985). It is not

necessary to imply that ritual covers only "extraordinary" human experience (Rook,

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1985); it encompasses human experience that commemorates noteworthy social or

natural transition events.

2. Typology of ritual experiences

Along with ritual definition and characteristics, 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, Levy (1978)

summits the framework to construct the typology of ritual experiences.

1. Human biology

2. Individual aims and emotions

3. Group learning

4. Cultural values

5. Cosmological beliefs.

This table bellows recapitulates the connection between five primary resources and the

typology of ritual experiences.

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Sources: Rook (1985)

3. Model of meaning transfer

After acknowledging rituals in term of such meaning and typology, it is vital to

analysis their roles in transferring cultural meaning.

McCracken (1986) model is using to explain this trajectory. Based on his model,

cultural meaning shifts interminably first from the culturally constituted world to

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consumer goods and then from these goods to the individual consumer. Advertising, the

fashion system, and four consumption rituals are the instruments of this movement.

McCracken (1986) defined advertising is a mean through which meaning

continuously transfers from the culturally constituted world to consumer goods. The

old meaning in old and new goods is given up and replaced by a new one through

advertising. Moreover, he considered the fashion system serves as an instrument in

this trajectory less than advertising; however, it helps analytically to invest and divest

the meaningful properties in goods.

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According to McCracken (1986), the meaning in consumer goods is sometime

clear and sometime hidden. Consumers often realize the cultural meaning held by

consumer goods in incomparable circumstances. So that, four consumption rituals that

assist to transform those meanings to individual consumer from goods in his model.

Exchange rituals transfer definite meaningful properties from goods to individual.

In that case, the giver tempts the receiver to share the properties acquired by the

goods. Possession rituals help to transfer the goods assets to its possessor.

Grooming rituals permit the consumer to ventilate the properties s/he depicts from

goods. They can also be used to preserve and lighten definite of the meaningful

properties occupant in goods. Finally, divestment rituals have a role in blank goods of

meaning so that the losing and corruption of meaning cannot take place (McCracken ,

1986)

III. Analysis:

Different countries celebrate their New Year holidays by the own diverse activities.

However, because of sharing the similar traditional culture value, 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, sincerely with peace and happiness, gather and encourage family

relationship, and wish for the successful New Year (Aijmer, 2003). Based on such

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meanings and themes, following by those rituals are constructed by social activities

and individual perception (La Fontaine 1985). However, some existing observers

discover decline in familiar cultural rituals and deduce this as a serious social problem

(Douglas 1974). Undoubtedly, some social rituals have become moderately blank and

meaningless and are now purely ritualistic (Erikson 1977). On the other hand, while

some ritual occasions have refused in popularity, new rituals have appeared to take

their place, if not replace them. 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.

1. Gift exchange ritual

In some countries that celebrate Lunar New Year, people normally exchange gift

before the New Year coming for many reasons. The most important reason is to show

their adoring with the receivers such as their parents, relation or friends. The

motivation of gift giving can be obligation (Goodwin et al., 1990; Wolfinbarger, 1993;

Park, 1998) and self-interest (Sherry, 1983; Wolfinbarger, 1990; Park, 1998) comprise

orientation of the giver, recipient orientation consists of altruism i.e. exploiting of

recipients enjoyment (Sherry, 1983; Wolfinbarger, 1990; Park, 1998) and expediency

of the use of the gift given (labeled as empirical or affirmative motivation by

Wolfinbarger (1993)) Nowadays, exchange gift has not carried such meaning, more

than that it is the chance for people to claim for their benefits when they confer gift.

The more value the gift carry on, the more benefits they can acquire. People are

seeking for the gift that can symbolize their purpose to the receiver. As the result, the

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gift is designed as the most attractive style to catch the attention of consumer. The

picture below is an example of a present basket that includes various types of

consumption products (Picture 1).

Picture 1: The gift basket in Spring Festival

Source: http://4rum.4tvn.com/showthread.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, design for your own gift boxes etc. While

the study has reconfirmed Hous (1999) examination that Lunar New Year is special

occasion, in which consumers are enthusiastic to spend much money on gift, it has

further revealed that the intensity of expenses are linked to a number of demographic

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factors. Therefore, Lunar New Year is the occasion for marketers use this opportunity to

increase their retail sales of consumption products.

Moreover, gift is now not only just goods, more than that it is money value

carrying in an envelope from giver to receiver. Normally, it is from staff to the boss or

from some one that ask for help from gift receiver. The meaning of exchange gift, gift

carrying the spirit is losing. Nguyen (2010) - CEO of Thai Ha Books said When writing

this article, I interviewed 51 business men, 47/51 are worrying about the gift giving in

Spring Festival. 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. If

there is not an anxiety of Spring Festival gift-givings value, gift will is simply money. In

the future, they will bear no respect, admiration and adoring of gift-giver.

2. Religious ritual

The primary concerns of the Chinese during the New Year festival are future

good luck, and paying reverence to the gods and spirits (Sellmann, 1982). Thus, they

always want to worship for their ancestors as much as they can, especially in the big

festival like Lunar New Year. One of the religious rituals in Spring Festival is having a

family altar, to pay respect to their ancestors. Vietnamese families have a tray of five

different fruits on their altar called Five type fruit for Spring Festival (Picture 2).

Another ritual is to visit local Buddhist temples in the first days of the New Year. These

places are popular spots as people like to give donations and to get their fortunes told

during Spring Festival. Theories about religion show that the solid connection between

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rituals and religious doctrines (Geertz, 1968), enactment of ritual performances with

arbitrary belief (Rook, 1985). Sherry (1984) admits the existent of superstition as part of

a cultures oral tradition. Following by such those beliefs, every religious ritual has a

change in particular that bid the market to keep that chance to commercialize. 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).

Picture 2: 5 fruit type tray Picture 3: Service arrange 5 fruit type tray now

Source: http://www.raovat.com/thongtin/index.php?rv=detail&id=1416

http://www.tuoitre.com.vn/Tianyon/Index.aspx?ArticleID=242390&ChannelID=320

Regarding to another ritual, there is an overwhelming of visiting the Buddhist

temples during Spring Festival. The situation in Vietnam when people visit Phuc Khanh

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temple in Lunar New Year is a precise example. 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. In this occasion, 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, 5, 6).

Picture 4, 5: Consecrating offering to Phuc Khanh temple

Source: http://saobang.vn/index.php?f=news&do=detail&id=558

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Picture 6: Outside Phuc Khanh temple in Spring Festival

Source: http://maikyvy.wordpress.com/2009/05/25/chen-vai-l%E1%BB%85-ph%E1%BA%ADt-ngay-r

%E1%BA%B1m-thang-gieng/

3. Festival cuisine

Fard and Armelagos (1980) stated that food preparation and consumption is often

correlated with particular ritual events such as Spring Festival. The ritual of home-

made 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- the traditional cake and many other traditional food for spring festival

(Terada and Larsen, 1993) but now people is pleased to buy them from somewhere

rather than prepare themselves (Picture 7).

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Picture 7: Gathering family to cook Chung cake and the image of Chung cake store in market

Source: http://vietbao.vn/Xa-hoi/Tet-la-dip-chung-ta-ngoi-an-guong-mat-nu-cuoi-cua-

nhau/11044611/157/

http://vietbao.vn/Kinh-te/Banh-chung-Ha-Noi-lam-khong-kip-ban/20654286/87/

That is then making opportunity for food market develop during Spring Festival.

Food market includes everything people need to celebrate New Year. Sometimes,

through advertising, marketers also formulate the meaning for consumer goods that

then transfer it to individual consumer. For example, Coca Cola has been considered

the everyday beverage from Western social, however, nowadays, through advertising;

it is becoming one of the important drinks in the meal for Spring Festival (Picture 8).

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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, 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. Impulse buying is likely to be

influenced by an unexpected incentive, such as product exhibit, special price offer and

booth decoration (Yeung, 2008)

4. Flower, tree and housing decoration

One of the fundamental rituals that people hold in Spring Festival is decoration

house with symbolic trees and flowers. The flower market is one of the highlights of

the festival celebration (Yeung and Yee, 2009). In Lunar New Year, the symbolic trees

can be Peach Flower, Kumquat and some other kinds of flower to embellishment. With

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Eastern ethnic, those trees may represent for the wealth, happiness, luckily and wish

for property in the New Year. Therefore, with development of flower market, there are

more and more trees that is worth as an asset (Picture 9, 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.

Picture 9: Flower market in Spring Festival

Source: http://www.tin247.com/ha_noi_cho_hoa_tet_ngay_cuoi_cung_trong_nam-1-21220864.html

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Picture 10: The Peach Flower tree is worth as one year income of a middle class person in Vietnam

Source: http://www.xaluan.com/modules.php?name=News&file=article&sid=6415

5. Party ending of year

If in the past, the ending year party normally is held in family on the last day of

the year as a ritual. Recently, every one celebrates the ending party with many other

groups of friends, colleagues, partner etc. This is the change of individual role and

performance audience in consisting of this ritual. Consequently, there is the service to

organize old year farewell party for every one has demand. According to Dothi.net

(2008), the market for party ending of year has been developed a few years recently.

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

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new ritual to engage the relationship between all members of a company; it is also an

occasion to express the growth of the company.

6. 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, Spring Festival bonus is the

factor of both reason and result from those activities described above. Festival

allowances is the amount of money people receive from their company, it varies within

different company policies. Nowadays, it becomes more and more. Example in

Vietnam, Do M. 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).

7. 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, it is becoming expanded in Vietnam. Because

some rituals have faded or are fading from the scene does not mean that ail rituals are

declining; like most marketplace products, rituals are also subject to life cycle forces

(Rook, 1985). In addition, it is useful to recognize how segmentation forces give rise to

rituals that appeal to increasingly smaller audiences (Rook, 1985). The good letters

can be Luck, Money, Happiness, Achievement that are form of Chinese letter

to present their wishes for New Year (Picture 11).

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Picture 11: Image of calligraphy writer- called Ong Do

Source: http://portugal.com/blogs/nightflower/hanoi-and-the-moments/

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The returning of this ritual is wide spread while people not only come to ask for a

letter, they need to pay money to buy the paper which is used to write calligraphy.

Thus, this activity has not mean the traditional value only, more than that, it becomes

commercialized while there are even the series of calligraphy streets (Picture 12).

Such streets have the operation model as the trading exhibits while consumers visit

every booth and buy products. In this case, product is the calligraphy letter and the

calligraphy artist becomes a seller. In these places, the more beautiful calligraphy he

can draw, the higher reputation he can obtain and the more money people are eager

to pay.

Picture 12: The calligraphy street

Source: http://dantri.com.vn/c20/s20-217036/ong-do-xuong-pho.htm

8. Watching live television program at New Years Eve

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there are the unstructured rituals that can change over the time to become adapted. By

accepting the commercialization of Spring Festival, there is also the concern about

whether it becomes overwhelming in commercialization that can lead to the drawback.

Such drawback might be in some cases people will forget all the themes and values of

Spring Festival in the future. Therefore, 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.

Furthermore, in order to gain adequate understanding of Lunar New Year, some

of other rituals such as greeting with luck talk, red envelop, lion dance etc, should be

investigated. However, 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.

This paper used supportive theories relies most on Western prospects such

Rooks (1985) definition and McCracken (1986) model, that could be issues affect the

trustworthiness of analysis part and may not coherent to interpret Asian behavior.

However, Eastern countries continuously adapt Western culture in some extents

(Huntington, 1996) so that such theories can be reliable to investigate Eastern culture

presented in Spring Festival.

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Finally, a qualitative research that examines the opinions of Eastern consumer

can be conducted in the future to respond more consistently for the research question of

this paper.

Word count: 4065

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