Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Cadernos EBAPE.BR |
Texto Completo: | https://periodicos.fgv.br/cadernosebape/article/view/83370 |
Resumo: | Nostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective. |
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Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing¿Nostalgia como práctica? Releyendo la investi gación sobre la nostalgia en el campo del MarketingNostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do MarketingNostalgiaPractice TheoriesConsumer Culture TheoryNostalgiaTeorías de la prácticaTeoría de la cultura del consumidorNostalgiaTeorias da PráticaConsumer Culture TheoryNostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective.La nostalgia es un poderoso recurso de Marketing y ha ido introduciendo nuevas formas y dinámicas en la escena contemporánea que desafían sus interpretaciones clásicas. Teniendo en cuenta que se ha cuestionado la comprensión del fenómeno del consumo, cabe preguntarse si las explicaciones actuales sobre nostalgia explican adecuadamente el fenómeno en el contexto del consumo. Así, el objetivo de este trabajo es reflexionar y proponer nuevas posibilidades para investigar el fenómeno de la nostalgia en el campo del Marketing desde las teorías de la práctica. El artículo presenta dos aportes principales: al revisar la literatura sobre la nostalgia en el campo, organiza conceptualmente la investigación en dos enfoques, el sentimental y el cultural. Finalmente, el trabajo también reflexiona sobre las posibilidades de reinterpretar la investigación de la nostalgia desde las teorías de la práctica.A nostalgia é um poderoso recurso de Marketing e vem apresentando novas formas e dinâmicas no cenário contemporâneo que desafiam suas interpretações clássicas. Considerando que o próprio entendimento do fenômeno do consumo vem sendo revisto, cabe questionar se as explicações atuais sobre nostalgia explicam adequadamente o fenômeno no contexto do consumo. Assim, o objetivo deste trabalho é refletir e propor novas possibilidades de investigação do fenômeno da nostalgia no campo do Marketing a partir das Teorias da Prática. O artigo apresenta duas contribuições principais: ao revisitar a literatura sobre nostalgia no campo, organiza conceitualmente as pesquisas em duas abordagens, a sentimentalista e a cultural. Por fim, o texto também reflete sobre possibilidades de releitura da pesquisa sobre nostalgia a partir das Teorias da Prática.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2021-08-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8337010.1590/1679-395120200109Cadernos EBAPE.BR; Vol. 19 No. 3 (2021); 524-537Cadernos EBAPE.BR; Vol. 19 Núm. 3 (2021); 524-537Cadernos EBAPE.BR; v. 19 n. 3 (2021); 524-5371679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/83370/79142https://periodicos.fgv.br/cadernosebape/article/view/83370/79143Henriques, Flávio MedeirosSuarez, Maribel Carvalhoinfo:eu-repo/semantics/openAccess2021-08-12T22:43:00Zoai:ojs.periodicos.fgv.br:article/83370Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:21.841605Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true |
dc.title.none.fl_str_mv |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing ¿Nostalgia como práctica? Releyendo la investi gación sobre la nostalgia en el campo del Marketing Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing |
title |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
spellingShingle |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing Henriques, Flávio Medeiros Nostalgia Practice Theories Consumer Culture Theory Nostalgia Teorías de la práctica Teoría de la cultura del consumidor Nostalgia Teorias da Prática Consumer Culture Theory |
title_short |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
title_full |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
title_fullStr |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
title_full_unstemmed |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
title_sort |
Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing |
author |
Henriques, Flávio Medeiros |
author_facet |
Henriques, Flávio Medeiros Suarez, Maribel Carvalho |
author_role |
author |
author2 |
Suarez, Maribel Carvalho |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Henriques, Flávio Medeiros Suarez, Maribel Carvalho |
dc.subject.por.fl_str_mv |
Nostalgia Practice Theories Consumer Culture Theory Nostalgia Teorías de la práctica Teoría de la cultura del consumidor Nostalgia Teorias da Prática Consumer Culture Theory |
topic |
Nostalgia Practice Theories Consumer Culture Theory Nostalgia Teorías de la práctica Teoría de la cultura del consumidor Nostalgia Teorias da Prática Consumer Culture Theory |
description |
Nostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-08-12 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/83370 10.1590/1679-395120200109 |
url |
https://periodicos.fgv.br/cadernosebape/article/view/83370 |
identifier_str_mv |
10.1590/1679-395120200109 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/83370/79142 https://periodicos.fgv.br/cadernosebape/article/view/83370/79143 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
dc.source.none.fl_str_mv |
Cadernos EBAPE.BR; Vol. 19 No. 3 (2021); 524-537 Cadernos EBAPE.BR; Vol. 19 Núm. 3 (2021); 524-537 Cadernos EBAPE.BR; v. 19 n. 3 (2021); 524-537 1679-3951 reponame:Cadernos EBAPE.BR instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Cadernos EBAPE.BR |
collection |
Cadernos EBAPE.BR |
repository.name.fl_str_mv |
Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
cadernosebape@fgv.br||cadernosebape@fgv.br |
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1798943213237567488 |