Abstract
Greeting cards are a form of communication between people that are used to exchange messages or sentiments for special occasions that are culturally or personally significant. Studies on greeting cards vary and range from those based on design, function, purpose, and impact. The purpose of this study was to identify the non-linguistic features of Malay Raya e-cards and the rationale of using the features especially in terms of its sociocultural and religious beliefs and practices in this genre. To explore non-linguistic features, 70 Malay Raya e-cards obtained from official e-mails between 2020 and 2021 were analysed using Kress and Van Leeuwen’s (1996) Multimodality Theory. The theory explains the relationship between social practice and written discourse and denies linguistic choice as the only device in meaning-making. The findings of the study revealed several non-linguistic features which are significant to portray the uniqueness of Malay culture, and the Malaysian corporate culture. It is clear from the finding that Malay Raya e-card is a venue worth researching as it may provide many information that may be useful to the future of greeting card in society. It is also hoped that there will be more studies conducted to explore more on the non-linguistic side of the language use
Highlights
The arrival of the postman during Ramadan in the past was much awaited
With the advent of sophisticated technologies, the physical Hari Raya cards are being increasingly replaced by electronic greeting cards sent through the social media including WhatsApp, Telegram and Facebook
Electronic greeting card is known as e-card, i-card, digital postcard, cyber greeting card or digital greeting card
Summary
As apart from the usual letters, he would deliver Hari Raya greeting cards from relatives and friends near and far. With the advent of sophisticated technologies, the physical Hari Raya cards are being increasingly replaced by electronic greeting cards sent through the social media including WhatsApp, Telegram and Facebook. Electronic greeting card is known as e-card, i-card, digital postcard, cyber greeting card or digital greeting card. The advantages of these virtual cards include the ease of sending them to many recipients, being environmentally friendly compared to paper or hard copy cards and highly customizable content. Virtual card recipients will receive the card via email. The card can be viewed, played, copied, printed, and so on
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