With the emergence of digital cameras on phones, photography has become a popular routine. For some people, it is close to a form of ritual, every moment of the present is preciously archived and possibly shared to relatives on social media. This consumption of photography contrasts radically with the one practiced 20 years ago. Analogue photography was more occasional, because it is more time-consuming and also more costly. However, we observe today a resurgence of analogue photography and more particularly among young generations. This phenomenon goes hand in hand with the popularity of transforming contemporary pictures into old-looking ones with services like Instagram. Therefore, there is a regain of popularity for old devices and old aesthetic among young generations which indicates the existence of nostalgic behaviours among these consumers. The present study aims to explore these two phenomena in order to identify patterns of consumption about nostalgic behaviour among young generations. In order to achieve this, a comparative design is adopted to evaluate the differences and similarities between analogue photography and Instagram practice. This study generates knowledge about the changes in consumption since the digitalization of photography. Indeed, Instagram and analogue photography are rooted in the need to provide alternatives to digital photography which has made photography pervasive and less personal. Instagram and analogue consumers express different attitudes to achieve this desire to create meaning. Thus, the findings reveal that Instagram consumers give value to their everyday life experience by using nostalgic effects. This is interpreted by the fact that old-looking pictures are perceived as more narrative so they have more power to tell stories. Conversely, analogue users renew old practices in order to give more meaning to their photographic experience. It allows them to be more involved in a process of creation which does not exist anymore in digital photography.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2015-07-15T14:41:24Z No. of bitstreams: 1 Alex Lopes Granja.pdf: 1836199 bytes, checksum: ca995ccaa69209516f2a87b9095c29f5 (MD5) / Made available in DSpace on 2015-07-15T14:41:24Z (GMT). No. of bitstreams: 1 Alex Lopes Granja.pdf: 1836199 bytes, checksum: ca995ccaa69209516f2a87b9095c29f5 (MD5) Previous issue date: 2015-02-28 / Memory is a strategic important asset and has been used gradually and indirectly in the marketing of football clubs. For these roles it plays and the present and future potential of the memory usage of football clubs is that the objective of this study is to identify how the memory can be used in the marketing of football clubs. The theoretical references were presented the concepts of memory, collective memory and organizational memory, and was used to concepts of invention of tradition, organizational identity and nostalgia to understand how memory can be used in football clubs by marketing departments. We present also the consideration of the post-modern marketing and the retro marketing that are theories in marketing that essentially use memory. The methodology was qualitative exploratory with literature and in-depth interviews with consumers of the four clubs most twisted of São Paulo. To analyze the data we used the technique of content analysis. The results of this study enable football clubs to target their marketing activities that are supported in aspects of the past for the development of products, goods and services that meet adequately the concerns of its consumers and serving to identify what the past and how the past should be exalted in the actions that are anchored in the past of football clubs. / A memória é um importante ativo estratégico e tem sido utilizada gradualmente e indiretamente no marketing dos clubes de futebol. Por estes papéis que desempenha e pelo potencial presente e futuro da utilização da memória nos clubes de futebol é que o objetivo deste estudo é o de identificar como a memória pode ser utilizada no marketing dos clubes de futebol. Como referências teóricas foram apresentadas as conceituações de memória, memória coletiva e memória organizacional, bem como se utilizou os conceitos de invenção de tradição, identidade organizacional e nostalgia para entender como a memória pode ser utilizada nos clubes de futebol pelos departamentos de marketing. Apresentam-se, também, as considerações sobre o marketing pós-moderno e o retromarketing que são as teorias em marketing que, essencialmente, utilizam a memória. A metodologia adotada foi à qualitativa exploratória com pesquisa bibliográfica e entrevistas em profundidade com os consumidores dos quatro clubes de maior torcida do estado de São Paulo. Para analisar os dados foi utilizada a técnica de análise de conteúdo. Os resultados apresentados neste estudo possibilitam que os clubes de futebol direcionem suas ações de marketing que estejam amparadas em aspectos do passado para o desenvolvimento de produtos, bens e serviços que atendam, adequadamente, os anseios de seus consumidores e que sirvam para identificar o que do passado e como o passado deve ser enaltecido em ações que estejam ancoradas no passado dos clubes de futebol.

This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.