BASIC AND APPLIED SOCIAL PSYCHOLOGY, 1981, 2 (2), 115-119 Greeting Cards as Data on Social Processes

The choices that individuals make when purchasing greeting cards influence what designs and sentiments are subsequently available. This suggests that the nature of the available greeting cards can be used as an archival data source to gauge social attitudes and interpersonal communicative processes. A study is presented to illustrate a method in which greeting cards axe used to examine how parents communicate with their children on special occasions. The advantages and dis-advantages of the approach are discussed. "Greeting cards are a measure of society, a gauge ofthe times [Public Relations, Hallmark Cards, Inc., 1977]." The exchange of greeting cards in our society represents a unique interpersonal communication process that occurs on special occasions. It provides a previously unexplored archive for investigators studying theoretical and practical aspects of social processes. Tbe purpose of the present paper is to illustrate the use of greeting cards, specifically, birtbday cards for sons and daughters, as an archival data base for research on social processes. The Nature of the Archive Although sending written expressions of affection on special occasions is an old custom, it was not until England adopted the Uniform Postage Act in 1840 that mail service was made available to everyone, and greeting cards became a custom for people of all socioeconomic classes. In current times, the National Association of Greeting Card Publishers has estimated that approximately six billion greetin