When Generational Media Memories Meet the Internet: The Case of Jugonostalgija on Instagram
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Social media represent a space that allows users to collect memories and, by sharing them, to connect with those who think and feel the same about the past. In this paper we analyze the intergenerational case of Jugonostalgija on Instagram where users are rebuilding a socio-cultural yugoslav sphere in a tension among ‘culture of nostalgia’ and ‘nostalgic culture’ (Velikonja, 2008), playing different languages and aesthetics, producing content that refer to the same cultural references of the past. This allows them to respond to the need of reaffirming a common ‘we sense’, a feeling of belonging above the borders, prohibited by the national states. By a qualitative contents analysis of 52 Instagram accounts related to Yugoslavia, we observed the generational relation between media and time in Jugonostalgija. The findings of this work allow us to build a theoretical framework combining the nature of media content (UGC and mainstream media) with the temporal dimension the content refers to (Yugo and post-Yugo). This produces four areas ‒ Belonging, Competence, Creativity and Distance ‒ assembled in two pairs according to the kind of content they use, operationalising the dimension of restorative and reflective nostalgia (Boym, 2001).
keywordsGenerations; memory; social media; Jugonostalgija; generational we sense.
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