ABSTRACT

Consumer understanding of the past often revolves around myths or sanitized versions of history. Consumers resort to these fantasies to connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is the case with the Viking myth, which has been misappropriated by white supremacists. Using Derrida’s concept of “hauntology” as a theoretical lens, findings suggest that the Viking myth, in addition to nostalgia, may evoke feelings of collective guilt when inscribed in a present-day ideological landscape. Findings also show that consumers can resolve such mythological tension by employing atonement as a self-authenticating act. The theoretical framework of collective guilt as a hauntology explains relationships between consumer myth-making and nostalgia that have not been recognized by prior research on past-themed consumption.

摘要

消费者对过去的理解通常围绕着神话或历史的净化版本。消费者诉诸这些幻想来与他们认为在现代生活中丢失的价值观联系起来。然而，经过解释，这种想象也可能引发道德困境。在一家以维京人为主题的餐厅进行现场采访的结果表明，维京神话就是这种情况，该神话已被白人至上主义者盗用。使用德里达的“鬼魂学”概念作为理论镜头，研究结果表明，维京神话除了怀旧之外，当铭刻在当今的意识形态景观中时，可能会引起集体内疚感。调查结果还表明，消费者可以通过将赎罪作为一种自我认证的行为来解决这种神话般的紧张局势。