No 7 (2025)

In the context of digitalization and globalization, there is a growing interest in analog forms of communication, among which postcrossing occupies a special place as a form of slow, tangible and symbolically saturated interpersonal communication. Subject of the research: communicative processes and socio-cultural mechanisms resulting from the practice of postcrossing, including the role of symbolic exchange in overcoming cultural barriers and developing intercultural interactions. The object of research is the Postcrossing as a global socio-cultural practice, which is a form of intercultural communication organized through the exchange of postcards between participants from different countries. The purpose of the study is to identify the socio-cultural potential of postcrossing as a form of intercultural communication and a tool for social integration in the context of global challenges. The study focuses on the formation of a deep emotional connection through postcrossing. The methodological basis of the research is an interpretive approach using structured interview methods (n = 39) and questionnaire survey (N = 113,856, n = 384). The data analysis methodology is based on the interpretation of personal data (descriptive statistics, correlations) and qualitative analysis of interviews (thematic coding). The results of the study revealed that postcrossing performs communicative, creative, educational, integrative and identification functions, contributes to the destruction of cultural stereotypes, strengthening weak social ties and the formation of new forms of solidarity in a global society. This article substantiates that postcrossing acts as a mediator of intercultural dialogue and social empathy, as well as as a way of symbolic self-expression and ritualized communication. The practical significance of the research lies in the possibility of applying its results in socio-cultural, educational and integration practice, especially in working with youth and vulnerable social groups. The novelty of the research lies in the multidimensional analysis of postcrossing as a modern form of socio-cultural practice that can compensate for the lack of genuine human interaction in the digital age. For the first time, we consider the impact of traditional postcard exchange on intercultural connections, identities, and social interaction in a globalized world. The present study contributes to the development of the sociological understanding of postcrossing, expanding existing scientific concepts that focused mainly on communicative, cultural, pedagogical and linguistic areas.

The subject of this study is non-material forms of incentive as a component of the sociocultural mechanism for reproducing social hierarchy and maintaining symbolic power. The object is the perception and interpretation of such incentives by different social groups in a post-industrial and stratified society. The author explores how concepts like “recognition,” “respect,” “engagement,” and “value-based labor mission” are constructed in public, managerial, and cultural discourses and differently interpreted by the middle class, elites, and marginalized groups. The analysis spans institutional contexts such as corporate culture, education, and media. Particular focus is given to symbolic asymmetry in access to recognition and legitimate non-material incentives, which may both promote engagement and serve as markers of exclusion and cultural domination. The study applies a sociocultural and discursive approach, with elements of conceptual analysis based on secondary sources. Its scientific novelty lies in viewing non-material motivation not as a neutral management tool but as a cultural mechanism reinforcing social stratification and symbolic boundaries. The author shows that the perception of “soft motivation” is deeply linked to social status, cultural capital, and access to institutional recognition. In contexts of symbolic inequality, non-material incentives like respect and engagement gain selective, rather than universal, meaning—reproducing exclusion and alienation among vulnerable groups. The study concludes that a new symbolic hierarchy is forming, where “non-material privileges” signify social legitimacy. The paper contributes to the sociology of inequality by rethinking the role of non-material incentives in labor motivation through the lens of sociocultural asymmetries and symbolic differentiation.