Deviance,deference, and demeanor: Birthday cards as ceremonial tokens

The present paper examines the incidence of deviant messages and images in one of the most widely used modes of interpersonal communication, i.e., birthday cards. The sample consists of 535 birthday cards randomly selected from fourteen retail outlets in a metropolitan (SMSA) area. Each outlet represented a geographically distinct high‐traffic area varying in type of establishment (discount, drug, dime, department, grocery and card stores) and socioeconomic level of the community. Both the incidence and type of deviance, the characteristics of cards in which deviance is represented, and the characteristics of the sender/receiver population are discussed within the context of Goffman's concept of ceremonial activity.