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

Liliya LİKHACHEVA; Maria KAPKAN

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

Makale detayları

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

Yazarlar:

Liliya LİKHACHEVA | Maria KAPKAN

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

IJASOS- International E-journal of Advances in Social Sciences 2018 Vol.4 Issue 11, pp.355-360

Belge Tipi:

Makale

Yayın Tarihi:

8/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000716985

DOI:

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

Özet:

 


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.

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Makale detayları

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

Yazarlar: Liliya LİKHACHEVA | Maria KAPKAN

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: IJASOS- International E-journal of Advances in Social Sciences 2018 Vol.4 Issue 11, pp.355-360

Belge Tipi: Makale

Yayın Tarihi: 8/2018

Belge Dili: İngilizce

Document ID (Org No.): 2000716985

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

Sayı

Yazarlar:

Liliya LİKHACHEVA | Maria KAPKAN

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

IJASOS- International E-journal of Advances in Social Sciences 2018 Vol.4 Issue 11, pp.355-360

Belge Tipi:

Makale

Yayın Tarihi:

8/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000716985

DOI:

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