Social and Behavioral Sciences Commons^™

Expressing The Self Through Greeting Card Sentiment: Working Theories Of Authentic Communication In A Commercial Form, Emily West

Emily E. West

As mass produced vehicles of sentiment, greeting cards draw attention to the use of socially constructed codes for communicating, even feeling, emotion. This paper describes the results of interviews with fifty-one greeting card consumers, focusing on what makes greeting cards ‘personal’ for them, despite their mass-produced nature. Consumers negotiate their relationships with pre-printed sentiments differently depending on whether their allegiance is stronger to an expressive individualist understanding of authenticity or a ritual perspective, and these allegiances tend to reflect cultural capital. Specifically, suspicion of pre-printed sentiments is common among people with higher cultural capital, while this is the feature of …