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Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy
Marketing Theory ( IF 3.4 ) Pub Date : 2020-07-27 , DOI: 10.1177/1470593120942597
Luigi Cantone 1 , Bernard Cova 2 , Pierpaolo Testa 1
Affiliation  

The transition towards a post-postmodern zeitgeist has attracted much scholarly attention over the last decade, highlighting the major traits of the coming post-postmodern condition, such as sincerity challenging irony, reconstruction despite paradoxes, hope despite difficult circumstances and structure counterbalancing anti-structure in lived experience. Nevertheless, we know little about what is happening with regard to nostalgia, a key characteristic of postmodernity, especially in terms of one of its major components, pastiche. From the start of the 1990s, marketing research on postmodern nostalgia and pastiche has largely focused on different models of cars. Through an interpretive analysis focusing on the dual comeback of an Italian car, the Giulia, this article aims to investigate the existence and forms that nostalgia and pastiche take under the new zeitgeist. It highlights a mutation of nostalgia that is becoming regenerative. The major consequence of this is the changing nature of pastiche, from stylistic to essentialist. Our understanding of the coming zeitgeist has also improved: in addition to confirming the major features of post-postmodernity already established in the literature, this study argues that the possibility of a (mini)miracle is another key feature of our times.



中文翻译:

后后时代精神家中的怀旧和趣味:来自意大利的“后车”

在过去的十年中,向后现代时代精神的过渡引起了学术界的广泛关注,突出了即将到来的后现代状况的主要特征,例如诚意挑战性的讽刺,尽管存在悖论的重建,尽管困难的环境中的希望以及结构平衡反结构生活经验。然而,对于后现代的一个关键特征-怀旧,我们知之甚少,尤其是在其主要组成部分之一-仿作方面。从1990年代初开始,关于后现代怀旧和娱乐的市场研究主要集中在不同型号的汽车上。通过针对意大利汽车朱莉娅(Giulia)的双重复出的解释性分析,本文旨在研究在新时代精神下怀旧和模仿的存在和形式。它突显了一种怀旧的变异,这种变异正在变得可再生。其主要后果是模仿的性质从风格到本质的变化。我们对即将到来的时代精神的理解也得到了改善:除了证实文献中已经确立的后现代性的主要特征之外,这项研究还认为,(微型)奇迹的可能性是我们时代的另一个关键特征。

更新日期:2020-07-27
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