Industrija nostalgije: komodifikacija jugonostalgije u digitalnom okruženju

master's thesis

• Title (english): Nostalgia Industry: Commodification of Yugo-Nostalgia in a Digital Environment
• Author: Ema Pavlović
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Committee member: Davorka Vidović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U radu je postavljen teorijski okvir industrije nostalgije, komodifikacije, digitalnog okruženja i jugonostalgije. Metodom studije slučaja i kritičke analize diskursa analizirani su Instagram profili i objave jugonostalgičnog sadržaja, kao i hrvatska humoristična TV serija Crno-bijeli svijet i reklama za limitiranu seriju tenisica brenda Adidas u čast 75. obljetnice KK Jugoplastika. Većinu analiziranih objava odlikuje neostalgija iliti nostalgija iz druge ruke, kako ju naziva prof. Mitja Velikonja, a odgovaraju kategoriji eskapističke/utopijske nostalgije koja je komercijalni fenomen prema Zali Volčič. Rad je prvi takve vrste koji se posvećuje analizi jugonostalgije u digitalnom okruženju u kontekstu hrvatske akademske zajednice i kao takav ima veliki potencijal za daljnja istraživanja.

Abstract (english)

The paper sets out the theoretical framework of the industry of nostalgia, commodification, digital environment and Yugonostalgia. Instagram profiles and posts of Yugoslav nostalgic content, as well as the Croatian humorous TV series Black and White World and an advertisement for a limited series of Adidas sneakers in honor of the 75th anniversary of BC Jugoplastika were analyzed using the case study method and critical discourse analysis. Most of the analyzed publications are characterized by neostalgia or second-hand nostalgia, as stated by Mitja Velikonja, and correspond to the category of escapist / utopian nostalgia which is a commercial phenomenon according to Zala Volčič. The paper is the first of its kind dedicated to the analysis of Yugonostalgia in a digital environment in the context of the Croatian academic community and as such has great potential for further research.

• Keywords: industrija nostalgije; komodifikacija; digitalno okruženje; jugonostalgija; metoda slučaja; kritička analiza diskursa
• Keywords (english): nostalgia industry; commodification; digital environment; yugonostalgia; case study method; critical discourse analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:372012
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-02-07 11:50:44