GREETING CARDS IN CONTEMPORARY RUSSIAN CULTURE: ETIQUETTE NORMS AND COMMUNICATIVE PRACTICES IN THE AGE OF THE VISUAL

Liliya Likhacheva; Maria Kapkan

doi:10.18769/ijasos.455657

Research Article

Year 2018, Volume: 4 Issue: 11, 355 - 360, 31.08.2018

Liliya Likhacheva Maria Kapkan

https://doi.org/10.18769/ijasos.455657

Abstract

References

Butyl’skaya, L. V. (2014) Communicative Multi-functionality of the Russian Congratulating Card. Uchjonye zapiski ZabGU. Ser. Filologija, istorija, vostokovedenie, 2 (55), 12–15. Butyl’skaja, L. V. (2013). Sociokul’turnyj fenomen otkrytki (na primere russkoj svadebnoj otkrytki). Uchjonye zapiski ZabGU. Ser. Filologija, istorija, vostokovedenie, 2 (49), 66–70. Cacioppo, J. T., Andersen, B. L. (1981). Greeting Cards as Data on Social Processes. Basic and Applied Social Psychology, 2 (2), 115–119. Henry, W. E. (1947). Art and Cultural Symbolism: A Psychological Study of Greeting Cards. The Journal of Aesthetics and Art Criticism, 6 (1), 36–44. Jaffe, A. (1999). Packaged Sentiments: The Social Meanings of Greeting Cards. Journal of Material Culture, 4 (2), 115–141. Kapkan, M. V., Likhacheva L. S. (2018) Transformacija etiketa pis’mennyh pozdravlenij v Rossii v nacha le 21 v. Liki kul’tury v epohu social’nyh peremen. Yekaterinburg, Russia, 107–113. Kunz, P. R., Woolcott, M. (1976). Season's greetings: From my status to yours. Social Science Research, 5 (3). http://dx.doi.org/10.1016/0049-089X(76)90003-X McLuhan, M. (1962). The Gutenberg Galaxy: the making of typographic man. Toronto, Canada: University of Toronto Press. Shaburova, O. V. (2017). Sovetskij mir v otkrytke. Yekaterinburg, Russia: Kabinetnyj uchjonyj. Tkachenko, S. O. (2015) Sovetskaja pozdravitel’naja otkrytka kak forma vzaimodejstvija gosudarstva I cheloveka v kontekste prazdnichnogo rituala. Sovetskij sociokul’turnyj proekt: istoricheskij shans ili global’naja antiutopija. Yekaterinburg, Russia: Gumanitarnyj universitet, 319–325. West, E. (2009). Doing Gender Difference Through Greeting Cards: The construction of a communication gap in marketing and everyday practice. Feminist Media Studies, 9 (3), 285–299. Willer, L. R. (2001). Warning: Welcome to your world baby, gender message enclosed. An analysis of gender messages in birth congratulation cards. Women and Language, 24 (1), 16–23. Zagidullina, M. V. (2017). Izobrazhenije stanovitsja tekstom: ob ekspansii piktografii I vizual’nyh obrazov v prostranstve tekstovyh soobshchenij. Mediasreda, 12, 10–13.

GREETING CARDS IN CONTEMPORARY RUSSIAN CULTURE: ETIQUETTE NORMS AND COMMUNICATIVE PRACTICES IN THE AGE OF THE VISUAL

Year 2018, Volume: 4 Issue: 11, 355 - 360, 31.08.2018

Liliya Likhacheva Maria Kapkan

https://doi.org/10.18769/ijasos.455657

Abstract

This paper
analyzes the transformation of etiquette rules and communicative practices of
usage of greeting cards in contemporary Russian culture. Although etiquette
norms are conservative, they are influenced by new technologies and cultural
tendencies. The shift towards the visual determines the changes of etiquette
and social interactions in situations of congratulation. In particular, this
fact makes an impact on written forms of congratulations. One of them is the
printed greeting card. This kind of congratulating forms has become less
popular in recent years but is still widely used in different situations. The
paper aims to investigate the changes of greeting card use in a visual age. It
is likely that nowadays in the congratulating practice an emphasis shifts from
creating a text to choosing an image; as a result, the text loses its main and
determinant role in congratulations and is interpreted only as a part of the
image. This hypothesis is tested by a questionnaire based on a multistage
sample. The results show how cards are used, what factors define a choice
between creating and buying greeting cards, how verbal and pictorial elements
of a greeting card correlate with the social status of a sender and a receiver.
The leading approach in the study of this problem is the systematic
methodological principle, which allows to take into account a variety of
factors and to exclude one-sidedness. The materials of the article can be
interesting for a wide range of readers dealing with the problems of actual
Russian etiquette and designing and using greeting cards.

Keywords

greeting card , congratulation , etiquette , communication , contemporary Russian culture

References

Butyl’skaya, L. V. (2014) Communicative Multi-functionality of the Russian Congratulating Card. Uchjonye zapiski ZabGU. Ser. Filologija, istorija, vostokovedenie, 2 (55), 12–15. Butyl’skaja, L. V. (2013). Sociokul’turnyj fenomen otkrytki (na primere russkoj svadebnoj otkrytki). Uchjonye zapiski ZabGU. Ser. Filologija, istorija, vostokovedenie, 2 (49), 66–70. Cacioppo, J. T., Andersen, B. L. (1981). Greeting Cards as Data on Social Processes. Basic and Applied Social Psychology, 2 (2), 115–119. Henry, W. E. (1947). Art and Cultural Symbolism: A Psychological Study of Greeting Cards. The Journal of Aesthetics and Art Criticism, 6 (1), 36–44. Jaffe, A. (1999). Packaged Sentiments: The Social Meanings of Greeting Cards. Journal of Material Culture, 4 (2), 115–141. Kapkan, M. V., Likhacheva L. S. (2018) Transformacija etiketa pis’mennyh pozdravlenij v Rossii v nacha le 21 v. Liki kul’tury v epohu social’nyh peremen. Yekaterinburg, Russia, 107–113. Kunz, P. R., Woolcott, M. (1976). Season's greetings: From my status to yours. Social Science Research, 5 (3). http://dx.doi.org/10.1016/0049-089X(76)90003-X McLuhan, M. (1962). The Gutenberg Galaxy: the making of typographic man. Toronto, Canada: University of Toronto Press. Shaburova, O. V. (2017). Sovetskij mir v otkrytke. Yekaterinburg, Russia: Kabinetnyj uchjonyj. Tkachenko, S. O. (2015) Sovetskaja pozdravitel’naja otkrytka kak forma vzaimodejstvija gosudarstva I cheloveka v kontekste prazdnichnogo rituala. Sovetskij sociokul’turnyj proekt: istoricheskij shans ili global’naja antiutopija. Yekaterinburg, Russia: Gumanitarnyj universitet, 319–325. West, E. (2009). Doing Gender Difference Through Greeting Cards: The construction of a communication gap in marketing and everyday practice. Feminist Media Studies, 9 (3), 285–299. Willer, L. R. (2001). Warning: Welcome to your world baby, gender message enclosed. An analysis of gender messages in birth congratulation cards. Women and Language, 24 (1), 16–23. Zagidullina, M. V. (2017). Izobrazhenije stanovitsja tekstom: ob ekspansii piktografii I vizual’nyh obrazov v prostranstve tekstovyh soobshchenij. Mediasreda, 12, 10–13.

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Details

Primary Language	English
Journal Section	Articles
Authors	Liliya Likhacheva Maria Kapkan
Publication Date	August 31, 2018
Submission Date	May 29, 2018
Published in Issue	Year 2018 Volume: 4 Issue: 11

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EndNote	Likhacheva L, Kapkan M (August 1, 2018) GREETING CARDS IN CONTEMPORARY RUSSIAN CULTURE: ETIQUETTE NORMS AND COMMUNICATIVE PRACTICES IN THE AGE OF THE VISUAL. IJASOS- International E-journal of Advances in Social Sciences 4 11 355–360.

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