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A Taste For Greeting Cards: Distinction Within A Denigrated Cultural Form, Emily West
A Taste For Greeting Cards: Distinction Within A Denigrated Cultural Form, Emily West
Emily E. West
Greeting cards are a denigrated product category in the United States, and yet consumers use them at high rates across taste formations. Consumers with relatively high cultural capital place a premium on originality in their self-expression, hence greeting cards present a consumption problem because they are a mode of expressing the self through mass-produced means. Based on interviews with 51 people, I show that consumers with higher cultural capital are more likely to prioritize card design over sentiment; select smaller, simpler designs and sentiments; prefer cards that are handmade, look handmade, or remind them of fine art; and are more …
Mass Producing The Personal: The Greeting Card Industry’S Approach To Commercial Sentiment, Emily West
Mass Producing The Personal: The Greeting Card Industry’S Approach To Commercial Sentiment, Emily West
Emily E. West
The greeting card industry manages the challenge of mass-producing images and texts for use in interpersonal communication through both specific production techniques and narratives that “make sense” of this seemingly paradoxical task. The mass production of the personal is negotiated in the processes of writing sentiments and creating designs, as well as in identifying sending situations for cards. At Hallmark, the approach to creating emotional, relational communication for anonymous others is captured by the phrase “universal specificity,” which suggests that people’s emotions are essentially universal, and that the industry can meet the nation’s social expression needs by customizing these core …