Make the friendship braceletsVrtačič, Eva (Avtor) Taylor Swift fandomswiftiesfriedship braceletsparasocialityreciprocitytournaments of valueinalienable possessionsThis article analyses the exchange of friendship bracelets among Taylor Swift fans (Swifties) as a gift economy shaped by parasociality and platform capitalism. Because the celebrity is structurally inaccessible at scale, reciprocity cannot return as an interpersonal gift and is instead displaced laterally into fan-to-fan exchange, becoming horizontal reciprocity and a moral economy of belonging. Drawing on Mauss and Lévi-Strauss, and extending the analysis through Malinowski, Appadurai, Kopytoff, Weiner, Gell, and Miller, I show how mass-produced materials are singularised through labour and ex change. The Eras Tour operates as a tournament of value in which bracelets function as pop-cultural valuables whose circulation organises recognition and inclusion. Reciprocity here can be understood as temporally extended, networked circulation anchored around an absent centre.Založba Univerze na Primorskem20262026-08-21 10:13:54Neznano23531sl