Emmanuelle Boch

Composition of the Jury

Abstract

This thesis attempts to transpose the model of voluntary dispossession to the context of blood donation. In marketing, donation is considered a specific form of voluntary dispossession. This refers to a process by which an individual detaches themselves psychologically and physically from an object, even a precious one. Conceptually, this research relies on voluntary dispossession, focusing on the act of giving and its implications for identity. By integrating the relationship to the body and bodily identity, the aim is to study blood donation through the lens of voluntary dispossession. In doing so, this thesis presents an original approach to gaining an in-depth understanding of blood donation behavior, given that the supply of blood products depends on the voluntary participation of donors. Through an ethnographic method, primarily motivated by the bodily component of blood donation, the results indicate that voluntary dispossession has several weaknesses in explaining blood donation as experienced by donors. More generally, this thesis argues that voluntary relinquishment is not applicable to all types of donation, particularly because it does not sufficiently consider the inherent otherness of giving. The disconnect between the theory of voluntary relinquishment and the practice of blood donation also tends to link the act of giving with sharing and mutuality. By focusing on both the concrete practice of giving and the circulatory phenomenon of donation, this research aligns with the Consumer Culture Theory (CCT) approach. Theoretical, methodological, and operational contributions are proposed, along with several avenues for future research.