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Media, Communication and Nostalgia What Do We Talk About When We ISSN 0259-7446 EUR 6,50 medienmedien Kommunikation in Vergangenheit und Gegenwart && zeitzeit Topic: Media, Communication and Nostalgia What Do We Talk About When We Talk About Media and Nostalgia? Not Every Vinyl Retromaniac is a Nostalgic Hills, Old People, and Sheep “Why? Because It’s Classic!“ Nowstalgia Experienced Mood and Commodified Mode Activating Nostalgia Postcolonial Posts on Colonial Pasts Nostalgia Commodified Editors: 44/2016/2016 Manuel Menke & Christian Schwarzenegger Jahrgang 31 m&z 4/2016 medien & zeit Content Media, Communication and Nostalgia Finding a better tomorrow in the yesterday? Impressum Manuel Menke & Christian Schwarzenegger 2 MEDIENINHABER, HERAUSGEBER UND VERLEGER Verein „Arbeitskreis für historische Kommunikationsforschung What Do We Talk About When We Talk About (AHK)“, Währinger Straße 29, 1090 Wien, ZVR-Zahl 963010743 Media and Nostalgia? http://www.medienundzeit.at Ekaterina Kalinina 6 © Die Rechte für die Beiträge in diesem Heft liegen beim „Arbeitskreis für historische Kommunikationsforschung (AHK)“ HERAUSGEBERINNEN Not Every Vinyl Retromaniac is a Nostalgic Manuel Menke, Christian Schwarzenegger A social experiment on the pleasures of record REDAKTION BUCHBESPRECHUNGEN listening in the digital age Gaby Falböck, Roland Steiner, Thomas Ballhausen REDAKTION RESEARCH CORNER Steffen Lepa & Vlasis Tritakis 16 Erik Bauer, Christina Krakovsky, Barbara Metzler LEKTORAT & LAYOUT Diotima Bertel, Barbara Metzler, Daniela Schmid & Hills, Old People, and Sheep Diotima Bertel, Christina Krakovsky Reflections of Holmfirth as the Summer Wine town PREPRESS & VERSAND Lynne Hibberd & Zoë Tew-Thompson 31 Grafikbüro Ebner, Wiengasse 6, 1140 Wien, ERSCHEINUNGSWEISE & BEZUGSBEDINGUNGEN medien & zeit erscheint vierteljährlich gedruckt und digital. “Why? Because It’s Classic!“ Heftbestellungen: Negotiated knowledge and group identity in the Einzelheft (exkl. Versand): 6,50 Euro retrogaming-community “Project 1999” Doppelheft (exkl. Versand): 13,00 Euro Jahresabonnement: Jakob Hörtnagl 40 Österreich (inkl. Versand): 22,00 Euro Ausland (inkl. Versand auf dem Landweg): 30,00 Euro Jahresabonnement für StudentInnen: Nowstalgia Österreich (inkl. Versand): 16,00 Euro Articulating future pasts through selfies Ausland (inkl. Versand auf dem Landweg): 24,00 Euro Info und Bestellung unter [email protected] and GoPro-ing sowie auf http://www.medienundzeit.at Ezequiel Korin 50 Bestellung an: medien & zeit, Währinger Straße 29, 1090 Wien oder über den gut sortierten Buch- und Zeitschriftenhandel Experienced Mood and Commodified Mode ADVISORY BOARD Forms of nostalgia in the television commercials of Prof. Dr. Stefanie Averbeck-Lietz, Bremen Manner Prof. Dr. Markus Behmer, Bamberg Dr. Tomas Birkner, Münster Mario Keller 61 Prof. Dr. Hans Bohrmann, Dortmund Prof. Dr. Rainer Gries, Jena, Wien Activating Nostalgia Univ.-Prof. Dr. Hermann Haarmann, Berlin Prof. Dr. Susanne Kinnebrock, Augsburg Cinemagoers’ performances in Brazilian movie theatres Univ.-Prof. Dr. Arnulf Kutsch, Leipzig reopening and protection cases Prof. Dr. Maria Löblich, Berlin Talitha Ferraz 72 Univ.-Prof. Dr. Ed Mc Luskie, Boise/Idaho Dr. Corinna Lüthje, Rostock Prof. Dr. Rudolf Stöber, Bamberg Postcolonial Posts on Colonial Pasts Prof. Dr. Martina Tiele, Salzburg Constructing Hong Kong nostalgia on social media VORSTAND DES AHK: Dr. Gaby Falböck, Obfrau Gabriele de Seta & Francesca Olivotti 83 Prof. Dr. Fritz Hausjell, Obfrau-Stv. Dr. Christian Schwarzenegger, Obfrau-Stv. Nostalgia Commodified Mag. Christina Krakovsky, Geschäftsführerin Mag. Diotima Bertel, Geschäftsführerin-Stv. Towards the marketization of the post-communist Dr. Norbert P. Feldinger, Kassier past through the new media Kim Karen Gößling, Bakk., Kassier-Stv. Marek Jeziński & Łukasz Wojtkowski 96 Julia Himmelsbach, Bakk., Schriftführerin Barbara Metzler, Bakk. BA BA, Schriftführerin-Stv. Dr. Thomas Ballhausen Prof. Dr. Wolfgang Duchkowitsch Reviews 105 Barbara Fischer, Bakk. Ing. MMag. Dr. Johann Gottfried Heinrich, BA Mag. Bernd Semrad Mag. Roland Steiner 1 ISSN 0259-7446 m&z 4/2016 Editorial Media, Communication and Nostalgia Finding a better tomorrow in the yesterday? Manuel Menke & Christian Schwarzenegger Today is grey skies, tomorrow is tears you’ll have to wait till yesterday is here Tom Waits n 2016, it appears, the promise of a good negative reading. Against this backdrop, the Ifuture was increasingly sought for in the papers comprised in this issue are sensitising our past and by invoking the spirit of a faded prior understanding of what nostalgia actually means for exceptionality. In the Brexit campaign or the people and what they do with it in vibrant media US elections, to name but a few of the most environments. They offer conceptualisations that prominent examples for similar developments help broaden our understanding of nostalgia in around the globe, nostalgia fuelled populism and the context of media and communication instead nationalist identity politics. “Take back control” of limiting it to its problematic features, yet, and “Make America great again” were as much without neglecting them. the essence of a nostalgic narrative of a better past as they were a false promise for a better future. Research on Nostalgia The glorious times such politics refer to in their campaigns are hard to trace and likely never Besides its current prominence in political existed in the imagined form. But they are offered and public debate nostalgia was already a as a projection surface for people´s hopes, dreams, trending research topic in many academic fields and fears, harvesting the sentiments and affections investigating its various facets. Academics from of disgruntled parts of the population to capitalise sociology, political sciences, memory studies, them for political success. In the now so anxiously social psychology, and advertising research – to termed “post-truth” era – in itself a reference to a name but a few – are interested in explaining the favourable yet allegedly bygone version of reality omnipresence of nostalgia and its appeal to so – nostalgia is used for orchestrating affects at the many people. But the recent hype about nostalgia cost of facts and rational discourse. The success is more than just a mere fascination for the past in of such political strategies in Western democracies a variety of cultural spheres and contexts. stunned liberals across the globe and the debate And indeed, approaches aim at exploring the about its appeal will have to continue due to numerous other qualities that signify nostalgia the persistent distrust in democracy, media, and as a creative and progressive resource, a tool for politics we are contemporarily witnessing in commodification, or an agent for identity and Europe and elsewhere. community building to articulate cultural or When we decided to do a special issue on nostalgia generational belonging. People recollect and from a media and communication perspective, embrace media formats and communication little did we know, that nostalgia would be technologies of their childhood. We witness a prominently entering the stage of global politics revival of vinyl records and how media design and reveal itself once again in its most criticised adopts new products to the vintage appeal of form – as equally reactionary and restorative. old media technologies. TV dramas, music Hence, many still consider nostalgia solely as styles, advertisements and product design alike dangerous even though there is a broad variety are flirting with the charms and lifestyles of the of nostalgic engagements that comes into play – past. We decorate our apartments with vintage many of which overshadowed by this dominant furniture and rediscover retro-drinks and retro- 2 m&z 4/2016 fashion. People share memories about past that were finally accepted after a thorough two- media practices, commodity brands and other step review process still reflect this diversity: The everyday experiences from romanticized pasts to contributions included in the issue represent the communicate and identify who they are today, work of authors currently affiliated in Hong Kong, and where and how they belong. Nostalgic Brazil, Poland, Germany, Austria, Scandinavia, memories are however not neutral but entangled the United Kingdom, and the USA, nationalities with political orientations, social norms, and of authors still add some further countries to this cultural values; they bear an inherently social list. This does not only allow for a variety of case dimension. This hints to more profound social studies from different cultural contexts but also and cultural developments that this special issue adds to a fruitful de-westernization of theoretical aims to shed light on. and empirical approaches. This collection of articles presents insights This special issue is special in another respect as from multiple fields to paint a holistic picture well: To include all the convincing papers, the of nostalgia as a catalyst for understanding the first time in its history medien&zeit presents a complex entanglements of romanticised pasts, combined print and online edition. All 9 papers present needs and envisioned futures. Only then, are as from now on available open access online we would argue, we are prepared for both the at www.medienundzeit.at (Issue 31/2016 No. positive and negative impact nostalgia may have on 4). Five papers and the abstracts of all articles are our lifeworlds and societies today and in the future. additionally published in the traditional familiar printed journal format of medien&zeit.
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