In the thesis, I aim to analyze how people remember their past in changed political circumstances, what and who affect that memory, and why and how does rapture between social memory and historical narratives come about. My subject of inquiry is the personality of Josip Broz Tito and above that the period of socialism and the years of his reign. Studying these my intention is not in writing his biography, rather I use him as an object through which I can get a closer look at the production of a new social memory. I analyze my ethnographic data by using the theory of collective memory and politics of memory theory. Those two main analytical tools are combined with more concepts and hypotheses. The inquiry is done on multisited places, by doing multi-local ethnography namely in Croatia and Serbia. I argue that the mnemonic communities like nations, social groups or power elites influence how people perceive their past and consequently remember historical facts. In times of unstable political circumstances like the change of communist order into capitalistic one, people tend to make sense of their complex past by producing different narratives which are often contested.

The diploma thesis deals with the motivation of users of Polaroid and Instagram, under the assumption that both media have nearly immediate result and may have a very similar visual stylization. The theoretical part of this thesis is devoted to a brief summary of the history of photography and philosophical opinions on that topic. It introduces Polaroid and Instagram and outlines the possible motivations of their users, using both the scientific literature, as well as personal blogs, articles and interviews. The practical part of the thesis describes the design and process of the original research, which consists of a standardized questionnaire, and its results. With its help we confirm or disprove our hypothesis.

The diploma thesis deals with the motivation of users of Polaroid and Instagram, under the assumption that both media have nearly immediate result and may have a very similar visual stylization. The theoretical part of this thesis is devoted to a brief summary of the history of photography and philosophical opinions on that topic. It introduces Polaroid and Instagram and outlines the possible motivations of their users, using both the scientific literature, as well as personal blogs, articles and interviews. The practical part of the thesis describes the design and process of the original research, which consists of a standardized questionnaire, and its results. With its help we confirm or disprove our hypothesis.

In the Swedish peasant society, the church was an important venue. In areas were the church in the parish was located nearby a lake, the easiest way to reach the church was by boat. This was the case in several parishes around the lake Siljan in the province Dalarna, which is the focal point of this study. The villages were large, and the villagers would organise themselves in large boats, so called church-boats. Due to technological innovations, as one important aspect, there were no longer any need for the church-boats at the time of the turn of the 20th century. Some decades into the new century the old boats were once again taken into use and new boats of the same type were taken into production. In 1936 an organized racing competition with church-boats was initiated, and this still lives on today. This study examines the contemporary customs surrounding church-boats on Siljan in the character of competition as well as journeys to the church. The main part of the material is collected through ethnological fieldwork, conducted through interviews and observation/participant-observation, supplemented with a wide range of other material such as internet sources as well as textual and visual material. Aspects that are highlighted is the different characters of the custom, how the custom today is expressed in relation to the past, how local identity is expressed through the custom and what role its performers see for the custom today and for the future. One aspect that is highlighted is the stagnated interest in the usage of the church-boats but narratives with a positive tone are given room as well. A crucial proposition of the study is how the custom in its era as revitalized cultural heritage is filled with new values. Its historical purpose is no longer of relevance and today the usage of the church-boats comes with other purposes such as a cultural historical interest, tourism and sport. It is also shown how changes and preservation both serves as necessary components for the further existence of the cultural heritage. Crucial theoretical frameworks that is used, apart from cultural heritage and revitalization, are performance and nostalgia.

The focus of this study is on the contemporary phenomenon of the adaptation the motifs of the European turn-of-the-century fashion – Edwardian fashion (1901-1910) – to daily or a near-daily sartorial practice, defined by the author as neo-Edwardian style. On the premises of ethnographic study, this thesis explores how people transform and embody their identities through garments by living images and motifs of ‘past’ to negotiate the meanings of their clothing, appearances and personalities in the present. There is a scarcity in academic studies on the subject of styles inspired by historical fashion and in particular the neo-Edwardian style as a form of identity formation and representation. By applying a multi-methodological approach, including both historiographic and ethnographic research, the thesis strives to define the role of the neo-Edwardian style as an embodied sartorial practice and motives for its adaptation in the 21st century. The findings show that the neo-Edwardian style serves as an alternative style choice, reflecting an individual taste and should be understood as a visible marker of identity narrative and connected to the sense of ‘true self’ expressed in the personal style.

Developed from a desire to explore alternative ways of addressing aspects of architecture, the project After the Architects tells the story of the KTH School of Architecture building through the eyes of me - one of its many users. The project consists of a film, an exhibition and a hand book with mental excercises. Investigating the tools we have at hands as architects in the context of storytelling as a mean of communication, I wanted to dissect the many layers of interpretation and experiences a building consists of. It is often said that the core of a building is what it does and how it does this. Since buildings, rooms and spaces are experienced differently by everyone, I think the active use of subjectivity is the best way of approaching this theme. The KTH School of Architecture building has been my second home for five years. It has hosted architecture education since 1970, but after the summer of 2015, it is entering a new phase as the school is moving to a new building. Therefore, as a student leaving the building, I’m using my subjectivity as a tool for investigating the relationship between the course of time, the school building, and myself.  Which effects and stories has it staged over the years and how has the building affected me, on an intellectual-, as well as on a personal level? Some of the themes I’ve been working with are; the aspects of time, memories and nostalgia, the different roles of a building, spaces as references, and the interplay between perspective, interpretation and meaning. / Sprunget ur en önskan att undersöka alternativa sätt att diskutera arkitektoniska aspekter skildrar projektet After the Architects historien om KTH arkitekturskolans byggnad sett genom mina ögon i egenskap av en av dess många användare. Projektet består av en film, en utställning och en handbok med tankeövningar. Genom att använda mig av formen av historieberättande vill jag belysa den mängd av lager av tolkningar och upplevelser som en byggnad skapar förutsättningar för. Det sägs att kärnan i vad en byggnad är består av det den gör och hur den gör detta. Eftersom vi upplever byggnader, rum och platser på olika sätt anser jag att en aktiv användning av det subjektiva perspektivet är det bästa sättet att ta sig an detta ämne. KTHs Arkitekturskola har varit mitt andra hem de senaste fem åren. Sedan 1970 har det inrymt arkitekturutbildningen i Stockholm, men efter vårterminen 2015 går byggnaden in i en ny fas, då skolverksamheten flyttar till en ny byggnad. I egenskap av en student som lämnar byggnaden använder jag mig av min subjektivitet som ett analysverktyg för att undersöka relationen mellan tidens gång, byggnaden och mig själv. Vilka upplevelser och historier har den iscensatt genom åren och hur har byggnaden påverkat mig; både på ett intellektuellt- och på ett känslomässigt plan? Några av de teman jag arbetat med är: tiden & byggnaden, minnen & nostalgi, byggnadens olika roller, platser som referenser, och sambandet mellan perspektiv, tolkning och meningsskapande.

This master's thesis deals with the British political Conservative discourse on Global Britain in the years 2016-2020 and the United Kingdom's place in the post-Brexit world. After the unexpected results of the EU referendum, the British government introduced the concept of Global Britain as their new foreign policy orientation. This paper assumes that the idea of the UK opened to the whole world and embracing old friends and new allies alike is built upon the imperial nostalgia and the idealisation of their past. It focuses on the various ways in which nostalgia manifests itself in the Conservative discourse of 2016-2020, specifically in the public speeches of its key representatives and election programs. In the theoretical part, this paper explores the academic debate on Global Britain and the role of history in the post-Brexit world. It uses the memory studies and operationalisation of the concept of nostalgia as a framework for the source analysis. The empirical chapter presents the research results in two ways - based on the thematic categories and individual speakers. The former follows the various ways in which the nostalgic manifestations are used to create a vision of a post-Brexit global Britain, while the latter focuses on the individual approaches in the efforts to communicate that image.

Este trabajo estudia el recurso de la nostalgia dentro de la narrativa publicitaria y su efecto en la recordación a largo plazo de la marca, particularmente durante un contexto de crisis, tal como la pandemia de COVID-19. Se trata de un estudio cualitativo y de diseño de un estudio de caso, ya que se analiza específicamente el spot ‘Pacho’, que pertenece a la campaña “Hoy conectados, mañana juntos” de Entel, lanzado en los primeros meses de la imposición de restricciones tales como distanciamiento social e inamovilidad social en el Perú. Se realizaron 20 entrevistas semi-estructuradas a consumidores de Entel pertenecientes al rango de 45 a 55 años de edad. El principal resultado consta en que el uso de la nostalgia durante este contexto social efectivamente fue un factor determinante en la recordación de la publicidad de Entel y de la marca como tal, ya que se trató de una circunstancia que generó muchas emociones negativas en la sociedad, la cual consecuentemente se vio más propensa a pensar con melancolía en lo que le gustaría recuperar del pasado. Ante esto, el utilizar el recurso de la nostalgia como narrativa publicitaria resultó, para los espectadores, en una llegada de esperanza, compañía y empatía, que se reflejó en el surgimiento de determinadas emociones y actitudes positivas de ellos hacia la marca, resultando, finalmente, en una recordación de esta a largo plazo. / This work studies the recourse of nostalgia within the advertising narrative and its effect on brand recall, particularly during a crisis context, such as the COVID-19 pandemic. It’s a qualitative study with a case study design, since it specifically analyzes the spot ‘Pacho’ that belongs to the campaign “Hoy conectados, mañana juntos” by Entel, which was released in the first months of the restrictions’ imposition such as social distancing and social immobility in Peru. 20 semi-structured interviews were conducted with Entel consumers, belonging to the ages between 45 to 55 years old. The main result is that the use of nostalgia during this social context was indeed a determining factor in the remembrance of Entel’s advertising and of the brand as such; since it was a circumstance that generated many negative emotions in society, which consequently was more prone to think with melancholy about what they would like to recover from the past. Given this, using the resource of nostalgia as an advertising narrative resulted, for viewers, in an arrival of hope, company and empathy, which was reflected in the emergence of certain positive emotions and attitudes towards the brand, ultimately resulting in a long term recall of it. / Tesis

Överkonsumtion är ett stort problem som växt fram som konsekvens av klimatförändringarna och samtidigt har medvetenheten kring hållbarhet ökat. Greenwashing har blivit allt vanligare samtidigt som storytelling förekommer oftare i reklamkampanjer. Den ökade medvetenheten om hållbarhet och de negativa aspekterna av en ohållbar konsumtion sätter krav på företagen. Syftet med studien är att undersöka hur en stor samhällsaktör förstärker sin varumärkesidentitet och kommunicerar hållbarhet genom sina reklamkampanjer för att positionera sig på marknaden.  Analysens studiematerial består av två reklamkampanjer från Ikea Sverige vid namn Kretsloppet och Möbler som följer med när livet förändras. Kampanjerna innehåller varsin annons och reklamfilm som kommer att studeras för att uppnå syftet. Metoden som har tillämpats för att uppnå detta är en retorisk analys, där analysschemat som har utformats grundar sig i både retorik och visuell retorik. Studien stöds av teorierna varumärkesidentitet, positionering och nostalgi.  Resultaten av studien visar att Ikea Sverige använder storytelling och nostalgi i sina reklamkampanjer för att kommunicera hållbarhet och att alla analysobjekt grundar sig i samma budskap. Vidare visar analysen att reklamfilmerna spelar på pathosargument medan annonserna spelar på logosargument. Ytterligare resultat visar att reklamkampanjerna stärker företagets varumärkesidentitet. / Over-consumption is a major problem that has emerged because of climate change and at the same time the sustainability awareness has increased. Greenwashing has become more common and at the same time storytelling occurs more often in advertising campaigns. The increased awareness of sustainability and the negative aspects of an unsustainable consumption result in demands being placed against the companies. The research aim of the study is to investigate how a major societal actor strengthens its brand identity and communicate sustainability through its advertising campaigns to position itself on the market. The material of the analysis consists of two advertising campaigns from Ikea Sweden: Kretsloppet and Möbler som följer med när livet förändras. The campaigns each contain one advertisement and one commercial that will be analyzed to achieve the purpose. The study has been conducted by a rhetorical analysis and the analytical model used is designed based on both rhetoric and visual rhetoric. The study is supported by the theories brand identity, positioning and nostalgia. The results show that Ikea Sweden use both storytelling and nostalgia in their advertising campaigns to communicate sustainability and that all objects analyzed are based on the same message. Furthermore, the analysis show that the commercials are based on pathos while the advertisements are based on logos. The study also found that the advertising campaigns strengthen the company’s brand identity.

La présente étude est une ethnographie du boulevard Saint-Laurent qui a duré 11 mois et au cours de laquelle j’ai intégré ce que l’on qualifie aujourd’hui le « cœur » du boulevard, la portion allant de la rue Sherbrooke à l’avenue Mont-Royal. Me basant sur des observations, des entretiens avec des résident.es et des commerçant.es, des brochures touristiques et les installations éducatives longeant l’artère, j’entreprends une entreprise de démystification : comprendre la réalité du boulevard contemporain en la substituant à l’aura énigmatique et mystérieuse que l’on retrouve dans les écrits historiques et les discours populaires. En menant des entretiens, je dénote une « nostalgie moderne » chez les résident.es et les commerçant.es de l’artère et montre leur utilisation différenciée de qualificatifs comme « gentrification » et « effervescence ». Par mes observations de tableaux éducatifs longeant les trottoirs, je fais l’expérience d’une « nostalgie post-moderne » et révèle les intérêts des sociétés de développement quant à la transformation commerciale du boulevard. Je perçois que les sens attribués à l’imaginaire du boulevard contemporain se définissent selon un rapport temporel et critique. Ma méthode d’enquête est à la fois phénoménologique, dans la mesure où elle reprend la figure du flâneur de Walter Benjamin comme posture d’observation, et « empirique », notamment par l’utilisation du feuilleton sociologique inspiré de Siegfried Kracauer, approche qui insiste sur la matérialité du quotidien, les discours et les observations. / The current study is an ethnography of Saint-Laurent Boulevard, which lasted 11 months and during which I integrated what is now called the “heart” of the boulevard, the portion between Sherbrooke street to Mont-Royal avenue. Based on observations, interviews with residents and shop owners, tourist brochures, and historical posters installed along the boulevard, I undertake an enterprise of demystification: to understand concretely the reality of the contemporary boulevard by going beyond an enigmatic and mysterious aura perpetuated in historical writings and popular discourses. In conducting interviews, I note a “modern nostalgia” among residents and shop owners of the boulevard and show their differentiated uses of words like “gentrification” and “effervescence”. Through my observations of historical boards lining the sidewalks, I experience a “post-modern nostalgia” and reveal the interests of development associations in the commercial transformation of the boulevard. I perceive that the meanings attributed to the imagination of the contemporary boulevard are defined according to a temporal and critical relation. My method of inquiry is both phenomenological, as it takes up Walter Benjamin’s figure of the flâneur as a posture of observation, and “empirical”, in particular through the use of sociological feuilletons inspired by Siegfried Kracauer, an approach which stresses the importance of the materiality of everyday life, discourses and observations.