The Transformation of Written Congratulations Etiquette in Early XXIst-century Russia

Abstract

The article explores the transformation of written congratulations etiquette happening in early XXst-century Russian culture. We are using an example of the etiquette of written greetings to highlight the changing aspects of this etiquette situation (spatial and temporal characteristics; actors and their status roles; communication media; communication objectives; etiquette attributes). We argue that etiquette as a normative system is developed cumulatively, while undergoing a number of communicative transformations regarding the concrete elements of written congratulation situation: a rising importance of communication channels, a transformation of communication objectives, an increased attention to a formal side of etiquette attributes, etc. At the same time, the greeting card is transformed both in its content (which today includes many new festive events and dates) and in its form, which becomes much more diverse in structure, color palette, etc.