Nostalgia marketing and routes to enchantment
| Description and mode | Re-instantiation | Re-enactment | Re-appropriation |
|---|---|---|---|
| Description | Past-themed market resources inject consumers into a past condition achieved by reminiscing and reclaiming a romanticised sense of belonging | Past-themed market resources facilitate a symbolic return to selected morally valuable aspects and consumption practices of a past | Past-themed market resources render a past condition as a site for hedonic, ludic, playful and ironic engagement and creative patchwork |
| Consumers valorize past-themed offerings as reverberations of a better, happier condition and as identity salves that can symbolically re-instantiate a past lifeworld | Consumers valorize past-themed offerings as symbols of moral superiority that can be used to shape a better present and future | Consumers valorize past-themed offerings purely as ironic, hipsterian and quirky fashion items that can enliven the present | |
| Dominant nostalgia mode | Reluctant nostalgia | Progressive nostalgia | Playful nostalgia |
| Here understood as an era-focused melancholy and negative nostalgia that mourns experienced belonging and is firmly focused on past times | Here understood as a productive, reflective and anchoring nostalgia that brings past and present into dialogue | Here understood as foregrounding the fun, ironic and ludic dimensions of nostalgia as cultural style and retro markers of taste firmly focused on the present |
| Description and mode | Re-instantiation | Re-enactment | Re-appropriation |
|---|---|---|---|
| Past-themed market resources inject consumers into a past condition achieved by reminiscing and reclaiming a romanticised sense of belonging | Past-themed market resources facilitate a symbolic return to selected morally valuable aspects and consumption practices of a past | Past-themed market resources render a past condition as a site for hedonic, ludic, playful and ironic engagement and creative patchwork | |
| Consumers valorize past-themed offerings as reverberations of a better, happier condition and as identity salves that can symbolically re-instantiate a past lifeworld | Consumers valorize past-themed offerings as symbols of moral superiority that can be used to shape a better present and future | Consumers valorize past-themed offerings purely as ironic, hipsterian and quirky fashion items that can enliven the present | |
| Here understood as an era-focused melancholy and negative nostalgia that mourns experienced belonging and is firmly focused on past times | Here understood as a productive, reflective and anchoring nostalgia that brings past and present into dialogue | Here understood as foregrounding the fun, ironic and ludic dimensions of nostalgia as cultural style and retro markers of taste firmly focused on the present |
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