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Commodification of the collective memory: Yugonostalgia as a marketing strategy
Vukčević, Jovana ; Pullmann, Michal (advisor) ; Vojtěchovský, Ondřej (referee) ; Maurel, Marie Claude (referee)
COMMODIFICATION OF THE COLLECTIVE MEMORY: YUGONOSTALGIAAS A MARKETING STRATEGY Jovana Vukcevic EHESS Paris, Charles University Prague Abstract: This paper focuses on a specific type of contemporary nostalgia for the Yugoslav past, emerging in recent years across the post-Yugoslav space - Yugonostalgia. This nostalgia creates a new Yugoslavia from the ashes of the old - a depoliticized Yugoslavia, not a state or an ideology, but a life story, a personal and social history that happened to take place within the former state. It is argued in the paper that Yugonostalgia can be understood as a longing for the solidarity, sociability and dignity of the socialist life-style, and even as a critique of the consumerist aesthetics of modern capitalism. However, in no way has it been a call to re-establish a Yugoslav state or to validate its ideological propaganda. Furthemore, in the intersection of capitalist profit-making and communist heritage, nostalgia has became more than a simple discursive construction, emerging from the idealized collective memory - it turned into a veritable marketing strategy exploiting Yugonostalgic symbols. Media campaigns that instigate warm feelings for Yugo-commodities and positive associations with the former state create new patterns of consumptions seeking to commercialize the...
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