Mahay analyses the that technology has played in advancing the message of holiday cards to include social class and status as well as construct an ideal of what happiness is all about.
The author employs professional analysis to understand the actual message being carried by the digitally constructed photos. She understands very well that such cards were in the past used to wish paper an enjoyable or eventful holidays. However, this is no longer the case in the technologically advanced world where people have been given much power to professionally produce their photos. Her analysis leads her to a number of findings among which include how the holiday cards signify status. For example, she notes that a person’s status is seen through the cultural and economic capital represented in an elite holiday photo card (Mahay). Many photos on holiday cards show pictures of a family in different places enjoying life with their family members. These cards have certainly become a powerful tool used to express oneself. They are no longer sent to only those people who are far away from the sender, but also to the persons they meet on a daily basis. For many, the holiday card is the only communication they have with much of their extended social network (Jenna, 86).
It is this simplicity of bringing out the message that captures the readers’ attention. Even though she applied two methodologies, the qualitative analysis which is reflected in the costly materials, sophisticated designs and modern digital technology, and the quantitative analysis on the displays of these retail websites to gather her information, she only rested on two photo card retail websites. These websites are the Shutterfly and Tiny Prints (Jenna 85). The use of other Medias like the holiday photo card retail shops, magazines and interviews could have given her more support on how the holiday photo card have greatly