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492 Lilia Uzlowa are expressed and whether they correspond to the views and outlooks of the majority, that is—how much the “acquired” otherness of the new environment fits into the characteristics of its own socialness. Marcus Banks states: “Clearly it is not merely a question of looking closely but a question of bringing various knowledges to bear upon the image. While such a reading way helps us towards understanding what the image is of, it still tells us nothing about why the image exists. To do that, we must move beyond the content, and consider the image as an object. It is in fact a postcard, printed upon relatively thick and rather coarse card” (2015: 3). A person or a family sends a large number of postcards at different times and reflects a changed reality or other events. Dealing with impersonal conventional congratulations is not the aim of this chapter.” In this sense, the texts on the postcards document the experience, conveying simultaneously the individual, personal character of the messages, the complex symbiosis of I-identity/collective and its ideological image twisted with the time. The genesis of the complex of identities is limited to the level “product” of continuously inculcated educational persuasions, the main purpose of which is a transfer of values towards collectiveness/community. Or if we use Kottak’s words: “By means of an ideological system we build an identity and make ourselves secure through knowing that our proper code of behaviour is when relating to others. Consequently, we create a code which defines a reality shared by its participants” (1987: 11). ‘The texts of postcards became unique carriers for travel communication and presentation of Bulgarian culture, nature, and everyday life in connection with self-expression. This is perhaps less obvious from today’s perspective, because the postcards in the archive present only well-known motifs (Black Sea, Golden Sands, Sunny Beach, Nessebar, Pirin, Rila, etc.). Bulgarian reality in tourist messages is more connected to the tourist experiences, less to the everyday life or people. A large group of tourists doesn’t usually move from place to place and send postcards of the same place. Bulgarian reality is missing in the texts because guests most often stay at a spa resort and rarely drive through the country to know people, culture, and everyday life. References Arkarian-Russell PM. 2001. Postmarked Yesteryear. Art of the Holiday Postcard. Portland Oregon: Collection Press Inc. Banks M. 2015. Visual Methods in Social Research. London: Sage. Ettl S. 1984. Anleitung zu schriftlicher Kommunikation. Briefsteller von 1880 bis 1980. (‘Instruction of Written Communication. A Guide to Letter-Writing from 1880 to 1980’). Tübingen: Max Niemeyer Verlag. » Presented archive doesn't include such examples.
