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 greeting cards that is most important to other greeting card consumers. I argue that scholars should avoid taking an expressive individualist understanding of authenticity as a standard against which we evaluate mass culture and its consumption.
- Authenticity,
- Sentiment,
- Cultural Capital,
- Communication,
- Self,
- Individualism,
- Ritual,
- Culture Industry,
- Consumption
Available at: http://works.bepress.com/emily_west/15/