Postcrossing as a socio-communicative practice and a form of intercultural communication

Author: Bondarenko V.A., Gegel L.A., Frolova Yu.S.

Communicology. 2017. Vol.5. No.2
BONDARENKO Varvara Alekseevna, Bachelor of sociology, Master student at the faculty of sociology, St.Petersburg State University. St.Petersburg, Russian Federation.

GEGEL Lyudmila Arnoldovna, Doctor of Sociology, Professor, Honored Worker of Higher School, Head of Department “Cultural history, youth policy and advertising” of “Moscow Aviation Institute (University of Science Research)” (MAI). Moscow, Russian Federation.

Frolova Yulia Sergeevna, Doctor of Sociology, Professor, Head of Department “Humanities and English” Caspian Institute of Sea and River Transport, branch of “Volga State University of Water Transport”. Astrakhan, Russian Federation.

Abstract: The research is dedicated to such socio-communicative practice as postcrossing, i.e. the international exchange of postcards. The aim of the article is to analyze postcrossing as a form of intercultural communication. In order to do that the characteristic of postcrossing was drown from the perspective of the concept of exchange and reciprocity. The peculiarities and distinguishing features of communication during private postcard swaps were underlined. Together with that, the analysis of the postcrossers’ identity and their social structure was made. In addition, the article employed the model of R. Jakobson so as to analyze postcrossing. The research is based on both theoretical and empirical data. As for methodology, two methods were in use. First of all, the method of participant observation was employed. Secondly, the surveying of postcrosser community was used in order to determine the attitude towards the patterns, which were highlighted during participant observation.

Keywords: postcrossing, communication, practice, exchange, reciprocity, youth social contacts.

Text: PDF

For citation: Bondarenko V.A., Gegel L.A., Frolova Yu.S. Postcrossing as a socio-communicative
practice and a form of intercultural communication. Communicology. Volume 5. No.2.
P. 154-167 DOI 10.21453/2311-3065-2017-5-2 –154-167

1. Armfield D.M. From traditional to digital: understanding Remediation of the postcard through
the case of A dissertation submitted to the faculty of University of Minnesota. 2013
2. James P. Despite the Terrors of Typologies: The Importance of Understanding Categories of
Difference and Identity. Interventions: International Journal of Postcolonial Studies. 2015. 17 (2):
3. Kress, G. (2010). Multimodality: A social semiotic approach to contemporary communication.
New York: Routledge.
4. Merton R. Social Structure and Anomie. // American Sociological Review. — 1938. — Vol. 3. — No 5. — P. 672—682
5. Poore S. Overview of Social Control Theories. The Hewett School. Retrieved on: September 2, 2007
6. Malinowski B. (1922). Argonauts of the Western Pacific: An Account of Native Enterprise and
Adventure in the Archipelagos of Melanesian New Guinea. London: Routledge & Kegan Paul.
7. Salins M. Ekonomika kamennogo veka. M., 1999. [Salins M. Economics of the Stone Age.
Moscow. 1999]. (In Russ.).
8. Moss M. Obshchestva. Obmen. Lichnost. M., 1996. [Moss M. Societies. Exchange. Personality.
Moscow. 1996]. (In Russ.).
9. Jakobson R. Lingvistika I poetika. Strukturalism “za” i “protiv”. M., 1975. S. 193-230. [Jakobson
R. Linguistics and poetry. Structuralism pro and contra. Moscow. Moscow. 1975. Pp. 193-230]. (In
10. Zotov V.A., Lysenko V.A. Kommunikativnyie praktiki kak teoreticheskii konstrukt izucheniia
obshchestva. Teoria I praktika obshchestvennogo razvitiia. #3. 2010. [Zotov V.A., Lysenko V.A.
Communications practices as theoretical constructs of communication studies. Teoria I praktika
obshchestvennogo razvitiia. #3. 2010]. (In Russ.).