Marketing Post-Communist Nostalgia in Romania: A Case Study on Contemporary Anniversary Events
Journal Title: STYLES OF COMMUNICATION - Year 2018, Vol 10, Issue 1
Abstract
This article explores the concept of “post-communist nostalgia” in Romania within the younger, post-communist generations, focusing on specific leisure practices such as communist themed parties organized by nightclubs. The first part of the paper focuses on the theoretical framework of the study and on the more general subject of nostalgia, to question the place of postcommunist nostalgia in the broader context of collective memory. The second part examines the communist themed parties related to alternative memory practices in the Eastern European countries, and views this phenomenon from a local perspective, using a case study approach combining field research, participant observation and content analysis. The results indicate the “post-communist nostalgia” theme to be more of a marketing argument, rather than the expression of youngsters’ attachment to a bygone era, while also raising new questions on the emergence of this theme in the local popular culture.
Authors and Affiliations
Alexandra Bardan
Keywords
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