TY  - JOUR
T1  - GREETING CARDS IN CONTEMPORARY RUSSIAN CULTURE: ETIQUETTE NORMS AND COMMUNICATIVE PRACTICES IN THE AGE OF THE VISUAL
AU  - Likhacheva, Liliya
AU  - Kapkan, Maria
PY  - 2018
DA  - August
DO  - 10.18769/ijasos.455657
JF  - IJASOS- International E-journal of Advances in Social Sciences
JO  - IJASOS
PB  - OCERINT International Organization Center of Academic Research
WT  - DergiPark
SN  - 2411-183X
SP  - 355
EP  - 360
VL  - 4
IS  - 11
LA  - en
AB  - This paperanalyzes the transformation of etiquette rules and communicative practices ofusage of greeting cards in contemporary Russian culture. Although etiquettenorms are conservative, they are influenced by new technologies and culturaltendencies. The shift towards the visual determines the changes of etiquetteand social interactions in situations of congratulation. In particular, thisfact makes an impact on written forms of congratulations. One of them is theprinted greeting card. This kind of congratulating forms has become lesspopular in recent years but is still widely used in different situations. Thepaper aims to investigate the changes of greeting card use in a visual age. Itis likely that nowadays in the congratulating practice an emphasis shifts fromcreating a text to choosing an image; as a result, the text loses its main anddeterminant role in congratulations and is interpreted only as a part of theimage. This hypothesis is tested by a questionnaire based on a multistagesample. The results show how cards are used, what factors define a choicebetween creating and buying greeting cards, how verbal and pictorial elementsof 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 systematicmethodological principle, which allows to take into account a variety offactors and to exclude one-sidedness. The materials of the article can beinteresting for a wide range of readers dealing with the problems of actualRussian etiquette and designing and using greeting cards.
KW  - greeting card
KW  - congratulation
KW  - etiquette
KW  - communication
KW  - contemporary Russian culture
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UR  - https://doi.org/10.18769/ijasos.455657
L1  - https://dergipark.org.tr/en/download/article-file/527734
ER  -