The impact of globalisation on gift systems An exploratory study of Senegalese migration

International audienceThis article highlights the impact of globalisation on gift systems. It is based on a multisited ethnography of traditional Soninke migration in France. Using Mauss’ seminal work as a starting point, the gift register can be used to highlight (1) the embedding of gift in a total prestation system, (2) changes in the traditional forms of gift and the emergence of a new, hybrid form of gift as a result of Westernisation and (3) the resurgence of identity-related tensions at the individual and collective level as a consequence of the changes in gift forms. © l’Association Française du Marketing, 2019