[pt] Estudos recentes investigaram a existência de um sentimento nostálgico em relação a objetos, pessoas ou lugares que marcaram suas vidas quando elas eram jovens. A relação do consumidor de mais de 30 anos com a comida traz à tona mais do que uma simples descrição de um prato em especial. O contexto e as pessoas envolvidas no evento também são importantes em suas lembranças. Por meio de entrevistas, este estudo faz inferências relativas aos aspectos nostálgicos ligados à comida e ao contexto que a envolve, para entender como a nostalgia pode afetar o comportamento do consumidor e seus hábitos alimentares. / [en] Recent studies have investigated an existence of a nostalgic feeling with regard to objects, people or places popular when they were young. The relation between consumers over 30 years of age and their food consumption go beyond the mere description of a special meal. Events and people associated with consumption of food at earlier ages have a special influence in people´s memories. This study through qualitative research draws inferences concerning the nostalgic bond in food events in order to understand consumer behavior and eating habits.

Modernity has changed the world and subsequently has caused emotional wounds and a sense of nostalgia for those pleasant times and places left in the past. In fact, nostalgia and modernity were two principle notions that people face in the early 20th century. This study calls on the notion of nostalgia defined by J. Wilson, which suggests that hard life situations and modernity enforcing unwanted changes in life, bring a feeling for the past like missing something left behind. Taking Wilson’s definition as a point of departure, this study analyses the protagonist's nostalgic feeling and nostalgia in the novel Coming Up For Air written by George Orwell. It also compares Coming Up For Air with two other Orwell’s writings which demonstrate that a grief for legacy of the past is recurrent in his writings. In addition, this study argues that nostalgia is not only a sentimental motion or mourning for the lost past but it also creates a pleasant space for the protagonist to recover from hardships caused by the modern life in the early 20th century. This study investigates the protagonist’s returning to his childhood town to make his dream of home real. The notion of Place Attachment by Ben Dowler is applied in this study, which demonstrates that the hometown means happiness and a safe place for the protagonist because he was in connection with a sense of happiness and joy in that place. In addition, Abraham Maslow’s theory about human basic needs, which demonstrates that the protagonist looks for a safe place because of his aroused basic need of being secure in the war times, is addressed. Furthermore, this study applies Sigmund Freud’s theory of Mental Structure. The theory is about the three layers of mind from instinct to mature and demonstrates that three different layers of the protagonist’s mind lead him to reply differently to his need of returning home. The main claim of this theory is that although the protagonist has no control over his aroused basic need for security, the mature one makes him more connected to the real world and helps him to cope with his nostalgia.

Nostalgia in consumer behavior is shown to be effective. Every generation has their own views of nostalgia. Their ability, proneness and intensity to process nostalgia is different for each generation. The Chinese one-child generation in terms of their special growth environment and characteristics was chosen as the object of study. The thesis begins with the model of nostalgic consumption. The model includes the indirect factors towards nostalgia proneness, the direct factors towards nostalgia intensity and the consumption of nostalgic products. Two qualitative methods were used to collect data, which are the focus group and the individual interview. Two nostalgic brands, one Finnish brand Nokia and a Chinese brand Arctic Ocean Soda (AOS) were used to encourage the discussion of the focus group. There are some surprised results came from the focus group and the following individual interview. These results helped to refine the model. Finally, some suggestions were given to Nokia and AOS companies about how to attract Chinese one-child generation.

[pt] O turismo pode reviver experiências e momentos que ficaram no passado. Este estudo identifica dimensões por meio das quais experiências memoráveis provocam nostalgia em relação a locais de turismo. Foram conduzidas quinze entrevistas em profundidade, analisadas com base em métodos da filosofia fenomenológica. Experiências memoráveis que remetem a sentimentos nostálgicos não parecem ser necessariamente relacionadas aos locais ou destinos, mas à reprodução de sensações e emoções ali vivenciadas, ou à lembrança de momentos passados com familiares, amigos próximos ou parceiros românticos. / [en] Tourism may relive experiences and moments from the past. This study identifies dimensions from memorable tourism experiences which can lead to nostalgia related to tourism locations. We proceeded fifteen interviews that were analyzed based on phenomelogical method. The main findings show that memorable experiences which create nostalgic feelings don t seem to be necessarily related to locations or touristic destinations, but to sensations and emotions lived there, or moments experienced with family, with closer friends or in romantic relationships.

Aim: This study aims to explore the Chinese consumer's perception and preference for the use of traditional Chinese cultural elements (TCCEs) in marketing from two aspects: nostalgia formation and nostalgia preference. Methods: This study adopted the method of qualitative research. The data was collected by the students from the Zhejiang University of Technology through video semi-structured interviews. The four cases of TCCEs products are bottled water, lipstick, pajama, and stationery. They were used in the semi-structured interview. Result & Conclusions: This study concluded that age, gender, and personal experience could influence the formation of nostalgia. Besides, nostalgia advertisements and products can stimulate consumers’ positive emotions, thus generating nostalgia preference. Contribution & implication: From the perspective of companies, nostalgia marketing needs to be customized according to the characteristics of target consumers, i.e., their gender, age, and personal experience. Additionally, the connection between the product and TCCEs should be considered carefully in order to improve the understanding and acceptance of TCCEs products from consumers.

[pt] Esta pesquisa pretende abordar o que o filósofo Walter Benjamin tem a dizer sobre crítica e magia - exploradas na linguagem - para chegar a uma concepção monadológica do tempo e da matéria. Dialogando com inúmeros pensadores, obras e coisas, sua filosofia busca conceber através de ensaios (contrários aos textos acadêmicos e sistemáticos) o que ele chama de ciência da origem, tocando tempo, forma e matéria como que condensados em fragmentos da história. Esses fragmentos são como pequenos cacos de um grande mosaico ou vitral sagrado reivindicando mística ao materialismo. / [en] This research aims to address what philosopher Walter Benjamin has to say about critic and magic - explored in language - to get to a monadological comprehension of time and matter. In dialogue with numerous thinkers, works and things, his philosophy attempts to conceive through essays (contrary to academic and systematic texts) what he calls science of origin, touching time, form and matter as it condensed into fragments of history. These fragments are like little pieces of a mosaic or sacred stained glass claiming mystic to materialism.

Submitted by Francisca Flávia Plutarco Lopes (flaviaplutarco@hotmail.com) on 2015-10-05T15:59:21Z No. of bitstreams: 1 Tese Francisca Flávia Plutarco Lopes.pdf: 3993456 bytes, checksum: 341c14f4df179085fede73ab7acd5719 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2015-10-05T19:53:59Z (GMT) No. of bitstreams: 1 Tese Francisca Flávia Plutarco Lopes.pdf: 3993456 bytes, checksum: 341c14f4df179085fede73ab7acd5719 (MD5) / Made available in DSpace on 2015-10-06T12:12:12Z (GMT). No. of bitstreams: 1 Tese Francisca Flávia Plutarco Lopes.pdf: 3993456 bytes, checksum: 341c14f4df179085fede73ab7acd5719 (MD5) Previous issue date: 2015-09-08 / This study analyzes the influence of nostalgic appeal (in products and messages) in consumer attitude. I provide a literature review on the concept and studies about nostalgia to develop hypotheses and variables related to nostalgia. To investigate the relationship between the nostalgic appeal of the message and the product and the attitude toward the advertising, the attitude toward the product and purchase intention, a qualitative research through interviews with thirteen people, six consumer and seven professionals related to the theme. The analysis of interviews were conducted by content analysis. The results were categorized and resulting proposals of the interviews were developed on the mark whit nostalgic appeal and influence on consumer identification and purchase intention, the time of the relationship in a social group with proneness to nostalgia of the group members and the purchase intention and the nostalgic appeal (in products and messages) and purchase intention moderate by the appreciation level of consumer for its culture. This research, with the literature review, served as empirical basis for the quantitative study and hypotheses related to the nostalgic appeal in the product and in the message moderate by involvement with the product and proneness to nostalgia and the influences in attitude toward the ad, attitude toward the product and purchase intention. For the quantitative work were realized two studies, one study was pilot test, were conducted with three experiments each that allowed the test of hypotheses through analysis of variance and covariance analysis. Among the results, it was observed that the combined use between nostalgic appeal in the message and in the product has a better effect on the presentation of an advertisement which facilitates the consumers understanding. The nostalgic appeal in the product directly influenced the attitude towards the advertisement, attitude toward the product and purchase intention. The differences between genders and social classes in the respondents and the finding concerning the involvement with the product and the proneness to nostalgia as covariates were highlighted. In the end, the final considerations, the theoretical and practical implications, limitations and future directions. / O presente trabalho teve por objetivo analisar a influência do apelo nostálgico na atitude do consumidor. O trabalho foi iniciado com uma revisão de literatura sobre a conceituação e os estudos sobre a nostalgia, em seguida, o desenvolvimento das hipóteses e possíveis variáveis relacionadas à nostalgia. Para verificar a relação entre o apelo nostálgico da mensagem e do produto e a atitude em relação à propaganda, a atitude em relação ao produto e a intenção de compra, foi desenvolvida uma pesquisa qualitativa por meio de entrevistas com treze pessoas, seis consumidores e sete profissionais de áreas relacionadas ao tema. A análise das entrevistas foi realizada pela análise de conteúdo. Os resultados foram categorizados e foram desenvolvidas proposições advindas das entrevistas sobre a marca com apelo nostálgico e a influência na identificação do consumidor e a intenção de compra, o tempo de relacionamento de um grupo social com a propensão à nostalgia dos membros do grupo e a intenção de compra e o apelo nostálgico (em produtos e mensagens) e a intenção de compra moderados pelo nível de valorização do consumidor pela sua cultura. Esta pesquisa, juntamente com a pesquisa bibliográfica, serviu de base empírica para o estudo quantitativo e para as hipóteses da pesquisa relacionadas ao apelo nostálgico no produto e na mensagem moderados pelo envolvimento com o produto e a propensão à nostalgia e as influências na atitude em relação à propaganda, atitude em relação ao produto e na intenção de compra. Para o trabalho quantitativo foram realizados dois estudos, um estudo foi de caráter piloto, com três experimentos cada que permitiram o teste das hipóteses por meio de análise de variância e análise de covariância. Entre os resultados, observou-se que o uso combinado entre o apelo nostálgico na mensagem e no produto possui um efeito melhor na apresentação de uma propaganda o que facilita a compreensão dos consumidores. O apelo nostálgico no produto influenciou diretamente na atitude em relação à propaganda, atitude em relação ao produto e na intenção de compra. As diferenças entre os sexos e as classes sociais dos respondentes e o achado em relação ao envolvimento com o produto e a propensão à nostalgia como covariáveis foram evidenciados. Ao final, são apresentadas as considerações finais, as implicações teóricas e práticas, as limitações e direcionamentos futuros.

This study explores the relationship between media and nostalgia – the longing of a home and a time left behind – among Brazilian citizens who live in Stockholm. At present, the flow of immigrants is characterized by a high level of interconnection. Contemporary immigrants, especially those who live in global cities such as Stockholm, have easy access to the latest technologies, which significantly increases their access to home country media and also communication with home country though social networks. Which a Media Ethnographic approach including survey and short interviews, it shows how the respondents use Information and Communication Technologies in order to get information from Brazil.

This thesis examines nostalgia as a central literary trope of burgeoning modernisation in the mid-Victorian historical novel. Nostalgia began as a pathological form of homesickness and rapidly engaged with the perceived distancing from the past brought about by accelerated modernisation. This thesis suggests that literary representations of social, cultural and technological change echo nostalgic reactions of loss and longing. Charles Dickens, William Makepeace Thackeray, Elizabeth Gaskell and George Eliot are the primary focus of this study. Selected works by these authors are situated within the wider context of Victorian historical fiction which – following Walter Scott’s phenomenal success at the beginning of the century – became, as Franco Moretti put it, a ‘key genre’ in the Victorian era. Nostalgia’s first victims were soldiers and students displaced from home by new opportunities for mobility and new reasons to travel long distances and live away from home; it was a disease that responded to modernisation or, as Kevis Goodman has put it, ‘historical growing pains’. Nostalgia’s combination of historical and psychological dimensions, I argue, made it an aesthetic peculiarly suited to the historical novel. This thesis suggests that nostalgia was an important novelistic trope during the nineteenth century and argues that it quickly became enmeshed with the historical novel in a way that has seldom been acknowledged. Because of its medical origins, alongside its continued development as a poetic trope, nostalgia provided a language with which to intertwine emotional and psychological reactions to change with the fictional representation of real historical events. The thesis begins with a detailed account of nostalgia’s etymological history, scientific entanglements and early literary manifestations; the introduction establishes the theoretical and historical framework for the thematically organised chapters that follow. Chapter 1 explores the interlacing of personal and historical subject matter in Thackeray’s historical fiction. This chapter suggests that these interactions took place in Thackeray’s historical fiction through the mingling of nostalgic tropes in the person of his central protagonists. These figures frequently follow Scott’s Edward Waverley in being insipid spectator-participants who have been displaced from their homes and (directly or indirectly) mediate events from a perspective of nostalgic exile. Chapter 2 considers the transformation of landscape as a node of nostalgic representation. It explores the confusion of time and place in the original case studies collected by doctors studying nostalgia as a disease in relation to nineteenth-century representations of past landscapes. It suggests that part of the historicising potential of geographical places comes from this instinctive association of time with place. This overlap is exploited in the historical novel to represent changing times via changing places. Chapter 3 takes George Eliot’s Romola, frequently criticised both by contemporary commentators and subsequent critics for being too full of minutely researched objects, as a illustrative example of how things can become ‘memorative signs’ around which to build a narrative. This ‘clutter’ is reinterpreted as a system of souvenirs, artefacts and mementoes through which public history is reconstructed from excavated fragments of private life. Chapter 4 explores how mid-Victorian historical fiction tested the limits of its own nostalgic tropes. It uses Sylvia’s Lovers to probe the point at which forgetfulness overtakes the most carefully memorialised people and events. It discusses the ways in which these novels use nostalgia to represent a perilous closeness between memorialisation and erasure. It considers whether a trope premised on loss might require the threat of encroaching historical oblivion to complete its own metaphors. The thesis concludes with a coda looking forward to later nineteenth-century uses of nostalgia in historical fiction through a reading of Thomas Hardy’s The Trumpet Major (1880) and The Mayor of Casterbridge (1886).

Set up as a visual investigation, the research explores how the addition of paint and graphite materials onto the surface of found and discarded photographs, creates a visual and conceptual disjuncture by punctuating and altering the temporal frame of the photograph. The research is positioned in relation to Susan Sontag’s description in On Photography (1977) as to how the photograph can at once “transfix” and “anesthetize” the subject matter, which through the passage of time serves to create an “aesthetic distance,” and Roland Barthes’ observation in Camera Lucida (1980) that the photograph is “platitudinous.” The tendency to project nostalgic sentiment onto the found vernacular photograph is explored, drawing on Susan Stewart’s notion of the authentic object in On Longing (1984), which, it is argued, when expressed in the form of the found photographic object, becomes an emblem of loss, further exaggerating the sense of distance and impenetrability. Working specifically with the found photograph prompts a questioning of previous critical commentaries concerning painting over photographs, as in Gerhard Richter’s ‘Overpaintings,’ where Joannes Meinhardt (2009) suggests that the addition of paint intensifies the essential “speechlessness” of the photograph. This research extends these discourses and contributes a counter critical position, supported and articulated through an original body of work. It proposes that the applied paint on the surface of the found photograph punctures the essential “speechlessness” and unknowability magnified within this subset of photography. The very physical materiality and difference offered by the paint medium ruptures the perception of distance and mediates the tendency towards nostalgic interpretations, bringing a level of stability and certainty in the face of the uncertain, fluctuating meaning and temporal plane of the found photograph.