School of Social and Political Sciences - Theses

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Start date: 2020 × Subject: gender × Subject: anthropology × Type: PhD thesis ×

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    Consuming Chance: The Ethics and Enchantments of Promotional Competitions
    Sear, Cynthia Jane Claire ( 2023-09)
    Promotional competitions are a ubiquitous form of marketing in Australia and Britain, employed to incite sales, increase brand consideration, and build market research databases. While the lure of prizes such as cash, cars, holidays, and free products encourage millions of people to enter these competitions casually and infrequently, some people, known as ‘compers’, enter regularly and diligently. This thesis explores and analyses the ethics and enchantments of compers and the broader historical, commercial, and cultural context in which this practice occurs. Based on ethnography amongst compers from Australia and Britain between late 2017 and early 2023, interviews with marketers and advertisers, and auto-ethnography, I propose that regularly entering promotions competitions is akin to ‘consuming chance’. In other words, through entering competitions compers invite possibility and magic into their lives and, in effect, ingest chance. As an omnipresent yet often unrecognised feature of contemporary capitalist life, I argue that chance is a distinctly modern construct, which can suspend, widen, and absorb ideas about how the future is made, influenced, and decided. Consuming Chance is intended as an intervention into dominant anthropological ways of understanding chance, consumerism, and capitalist life. Rather than evidence of millenarian capitalist trends of abundance without effort (cf. Comaroff and Comaroff 2000) I demonstrate how compers conceive of their practice in terms of vocation, duty, and responsibility. This Weberian reading is then subverted, and I argue that far from disenchantment, opportunities to consume chance can provide magico-religious experiences. Rather than an ‘iron cage’ of rationality, modernity has become re-enchanted, due to the prevalence of chance in everyday life (cf. Weber 2005 [1904]).