viz.

Image Credit: minted.com

Choosing a holiday card is apparently a big deal. I was not aware of this until my sister (married with two children) called me in distress over designing her card. As we talked and I pressed her to explain how this could possibly be stressful, I learned that the tradition of sending out greeting cards around the holidays isn't just about spreading good cheer. The rise of the photocard has made holiday salutations into an important opportunity for families to make a positive visual impression on friends and relatives.  This surprised me a little because I had naively assumed the intent was to express one's hot-cocoa-induced feelings for the cards' recipients. But considering that media today is increasingly social, targeted, and customizable, the practice of creating a visual brand for one's family and sharing it with others should come as no surprise at all.

Image Credit: minted.com

What's interesting about the way this tradition has evolved is its correspondence to an emphasis on carefully mediated photography in popular social media (Facebook, Instagram, Pinterest, etc.).  The photocard puts the family portrait front-and-center, replacing seasonal or religious iconography with family faces; and the photos that are included are often professionally taken, or at the very least posed, cropped, edited, and thoughtfully arranged. In my sister's circle of thirty-something friends, it's much more common to exchange customized photocards than store-bought cards with a candid snapshot thrown inside.  Her friends use custom stationary sites like minted.com and tinyprints.com to create their distinct family look with carefully chosen photos and a prominent byline (see "The Jones Family 2012," and "The Laurants" above). Affixing the family name to a controlled, manufactured image of its members gives the card a corporate feel; the examples above could easily be ads for clothing stores (just replace "The Laurants" with Eddie Bauer or J. Crew).

These cards aren't very subtle about their aims. Their purpose is to construct a familial identity just as Facebook pages and online bios construct identities for individuals.  The fact that they perform an authorized, identity-building function for families--groups as opposed to individuals--makes them fascinating and unique social objects.  As I looked through pages of sample cards on the aforementioned sites, I tried to think of other widely-observed rituals or spaces in which families present carefully crafted images of themselves. Aside from engagement photos, and possibly birth announcements, which these photocards clearly draw upon, I could not think of many other occasions for publicly presenting a pre-fab image of the nuclear family. And then I remembered those stick figure families.

Image Credit: gorestruly.com

You know, the pictographic sticker-inventories of families displayed on the back of cars (see above). At first these bare representations might strike you as fundamentally different than the holiday photocards, which include a much more intimate portrait of the family.  But I suspect that the decision to put these stickers on the back of one's car is related to the basic impulse behind the photocard: to advertise that you have a family, indicate its size, show that it is happy and thriving, and embrace group identity over individuality.

Image Credit: minted.com

Holiday cards that double as yearly newsletters seem to combine intimate presentations of the family with statements about their size, uniformity, group behavior. In the past, families might have sat down together during the holidays to write a long, usually humorous missive about what they experienced or accomplished that year.  Now, sites like Minted encourage us to create and share infographics that measure our family's growth in stats and figures.

And now I will try my hardest not to leave you with an anti-commercialist, Grinch-like message, nor a moralizing one (even though these are two of my favorite postures).  I will admit that after spending time on the virtual Hallmark aisle of our day, I can understand where my sister is coming from.  Projecting an image of one's family is a delicate affair, and not an easy thing to opt out of. Almost any card, whether it's store-bought, handmade, digital, or photographic, will say something about how you want your family's values, traditions, class and lifestyle to be perceived.  So choose wisely, and have a wonderful holiday season.