الثبات والتغير في علاقات التهادي التقليدية والإلکترونية دراسة أنثروبولوجية

Communication through social media networks is a new form of communication between humans. This pattern of communication requires a new pattern of social relations; especially gift-giving  relations.
*As for the objectives of the study, they are as follows:
- The research aims to  identify  the concept of electronic gift-giving, and  the nature of the  electronic gifts
 - Understand the social and  cultural rules of electronic  gift-giving, and  to define the social and cultural roles of it
- Define stability and change elements of electronic gift-giving relationships
* As for the methodology of the study it is   based on an anthropological field study of some social networks users, the researcher uses tools such as; interviewing and participant observation as well as cyber ethnography.
* As for the results, This study has reached several points are
- The electronic gift-giving didn’t canceled  the need for  the traditional gift-giving.
- The pattern of electronic gift-giving  in contrast to traditional one, is an appropriate and effective way to maintain superficial relationships with virtual friends.
- The electronic gift-giving is a double-edged sword; it’s as much as strengthen  human relations, it may weaken and destroy it in some of situations.

- The electronic  gift-giving  contains within the stability and change elements; stability evidenced in the continuity of  gift-giving relations  between humans, and the rules governing them, and the  change will be in the gift form, the way of giving, receipt, and response.