It’s the season where love is in the air and romance takes a front seat in one’s life. Valentine’s Day is the prime holiday to show your loved ones how devoted you are to them. However, not many know the origin of the joyous occasion.
Some may agree that the true meaning for celebrating Valentine’s Day has been lost through the years and now other factors play an important role. One question that is brought up in today’s society is: Why should there only be one day where loved ones devote themselves to each other?
“Real love is measured in obligation and enduring mutual respect,” Natalie Deckard, a professor in the Sociology Department at Georgia State, said. “Real love isn’t an expensive dinner out; it’s your partner saving money in the bank so that you don’t have to walk to work when your car breaks. It’s not a Pandora bracelet; it’s textbooks. We know that’s not as exciting, but real love often isn’t exciting. But that doesn’t sell, so we have Valentine’s Day instead.”
It’s all about the Benjamins
Another factor that affects society’s view on Valentine’s Day is that major retailers and public relations firms have the power to insert the idea that the limit on money for gifts is not an issue. They want to ensure consumers are understanding that giving numerous gifts to a loved one has the ability to take a relationship to the next level or even fix a relationship that is in turmoil.
“The number of holidays we celebrate and the money we think is appropriate to spend on gifts to celebrate them have increased substantially since the end of the second World War. Valentine’s Day is part of that,” Deckard said.
“This particular holiday also speaks to perhaps the greatest human insecurity — whether or not one is loved. Especially as the role of gender in relationships is shifting and people are increasingly unsure of what their expectations should be, Valentine’s Day offers this really unique way to reaffirm the enduring quality of even the most fleeting relationships,” Deckard said.
Valentine’s Day thrives on marketers knowing that consumers are willing to spend a lot of money one those they love as well as knowing that consumers will feel as though they haven’t done enough if they don’t spend a lot of money.
“My understanding is that Valentine’s Day has pretty much always been about romantic love and little trinkets to proclaim it,” Deckard said. “I think the only real change is in the involvement of expensive jewelry and price fixed champagne dinners and mass consumer expenditure. Also, it makes real love oddly class-based, doesn’t it? Only relatively wealthy people can really celebrate Valentines Day, so poor people have cheaper love.”
Expectations create limitations
The average person has been conditioned to associate romance and lust with Valentine’s Day. Also, the hope that a certain gender “should be” the main giver on the holiday is another popular societal norm. However, Deckard argues that these norms could be harmful, perpetuating an outdated social construct.
“The expectations of Valentine’s Day are really gendered, being that men must prove their love to women through consumerism. That’s really limiting for everyone,” Deckard said. “I can’t help but think of the sociology of emotions and how our feelings are ultimately contrived by our participation in the larger society. I think people get really upset when their Valentine’s Day hopes are dashed, and given that it’s all a contrivance, that’s kind of terrifying.”
With no “plus one,” it’s no fun
Another factor that affects society’s view on Valentine’s Day is that major retailers and public relations firms have the power to insert the idea that the limit on money for gifts is not an issue. They want to ensure consumers are understanding that giving numerous gifts to a loved one has the ability to take a relationship to the next level or even fix a relationship that is in turmoil.
“The number of holidays we celebrate and the money we think is appropriate to spend on gifts to celebrate them have increased substantially since the end of the second World War. Valentine’s Day is part of that,” Deckard said.
“This particular holiday also speaks to perhaps the greatest human insecurity — whether or not one is loved. Especially as the role of gender in relationships is shifting and people are increasingly unsure of what their expectations should be, Valentine’s Day offers this really unique way to reaffirm the enduring quality of even the most fleeting relationships,” Deckard said.
Valentine’s Day thrives on marketers knowing that consumers are willing to spend a lot of money one those they love as well as knowing that consumers will feel as though they haven’t done enough if they don’t spend a lot of money.
“My understanding is that Valentine’s Day has pretty much always been about romantic love and little trinkets to proclaim it,” Deckard said. “I think the only real change is in the involvement of expensive jewelry and price fixed champagne dinners and mass consumer expenditure. Also, it makes real love oddly class-based, doesn’t it? Only relatively wealthy people can really celebrate Valentines Day, so poor people have cheaper love.”
VOX
Tony Kashif Ekeweme
Year: Sophomore
Major: Criminal Justice
Q: What are your plans for Valentine’s Day?
TE: I don’t really have any as of right now, but I would really like some. If there are any single ladies out there, my name is Tony.
Q: What are your thoughts on the concept of Valentine’s Day?
TE: I feel like Valentine’s Day is really corny [to] an extent, because I feel that it shouldn’t take one day for you to should your appreciation for somebody. It should be an everyday thing; you shouldn’t have to wait for one day out of the year to show someone you love them.
Katie O’Brien
Year: senior
Major: Sociology
Q: What are your plans for Valentine’s Day?
KB: None.
Q: What are your thought on the concept of Valentine’s Day:
KB: I think it’s pretty bullshit. It’s a holiday created to make people feel like they need someone, and it’s a capitalist scheme.
Marisa Bass
Year: Junior
Major: Social Work
Q: What are your plans for Valentine’s Day?
MB: Watching “Fifty Shades of Grey” by myself.
Q: What are your thoughts on the concept of Valentine’s Day:
MB: It’s a Hallmark holiday and it’s bullshit.
Noelle Tolison
Year: Junior
Major: Women Studies
Q: What are your thought on the concept of Valentine’s Day?
NT: Even though it’s capitalist and a relatively dumb Hallmark holiday, I really like the color scheme.
Q: What are your plans for Valentine’s Day?
NT: Probably writing a paper that’s due the next day.
Michael Brown
Year: Senior
Major: Computer Science
Q: Do you have any plans for Valentine’s Day?
MB: Nope. Single.
Q: What are your thought on the concept of Valentine’s Day?
MB: Well, I’m not one of those people who thinks it’s commercialism; it’s just a holiday. I don’t feel too strongly one way or the other.
