The Analysis of Nengajo (Japanese New Year's Greeting Card)

Abstract

The act of giving and receiving New Year’s greeting cards in Japan was born out of the traditional practice of visiting family and friends on New Year’s Day to exchange greetings. These cards are usually sent to colleagues, friends, and relatives; generally anyone who has looked out for you during the year, as a form of appreciation. It can either be designed from scratch or chosen from a broad range of pre-printed designs. The card usually depicts some familiar imagery such as Mount Fuji or blooming cherry blossom branches, and also included the zodiac animal of the year. These elements or signs are then examined based on a semiotic theory, breaking it down to a signifier and signified which will then be categorized to the Denotative and Connotative sign system. The goal is to better understand the cultural meaning and symbolism in nengaj?.

Keywords: greeting card, japanese, tradition, new year, Roland Barthes