Digital Metamorphosis of The Valentine’s Day
About a decade ago the valentine day scenario was highlighted and underscored by the element of unknown degree that accompanied a greeting card presented by your valentine with roses and chocolates, you remained impatient to learn what was written inside. That irrepressible desire to find a safe corner to open the card and cherish the words has waned as the electronic digital media has taken over,the exquisite feel of the paper in your hand has been replaced by the impersonal touch of the key board. The intoxicating aroma of a greeting card to mechanical creation of a computer or phone, the human element has gone out of the window. The ostentatious characters of Valentine’s Day have become even more prominent and the display of amount of money has taken over the earthy romanticism of yesterday.
The much celebrated, and a wee bit controversial, Valentine’s Day is round the corner. Social media will be soon awash with romantic greetings and various degrees of courting or wooing. The advent of social media metamorphosed various dimensions of our daily living. Among all those changes the silent death of the personal touch has been the biggest. Valentine’s Day has over the years been a huge occasion for exchanging greeting cards. Greeting card stores used to be teeming with young teen buyers as well as not-so-young customers. The greeting cards used to fly off the shelves like hot cakes.
Archies cards used to be the overwhelming favourite among the buyers. The written content was generally articulate as well as lucid. Young impressionable minds used to pounce upon them to choose the right message for their respective Valentines. There were other players too in the race with brightly coloured cards and soul stirring messages but Archies stood out.
However, those days slipped into oblivion surreptitiously after the nation got digitised at a breakneck speed. Slowly, over the last few years, the computer savvy Gen X, Y and Z started sending E-cards to their near and dear ones. And as social media sites like Facebook and Instagram took a vice-like grip on the youth paper greeting cards went out of circulation.
It is not only that the medium changed but the very essence of the Valentine’s Day went through a sea change. The digital chill replaced the personal warmth. The individual creativity that was associated with traditional greeting cards has transformed into assembly line monotony. Social media has brought people closer to each other from various corners of the planet. This has led to numerous romantic liaisons which, in turn, means a significant boost to the exchange of Valentine cards albeit digital ones. However, the feel and smell of a paper card have become history.