Nostalgia in Mediatic Popular Culture: A Review on Cultural Satisfaction/ Medyatik Popüler Kültürde Nostalji: Kültürel Doyum Üzerine Bir İnceleme

Abstract

Humans, due to their nature, feel a longing towards the past. They find themselves in their past experiences, practices and habits, especially when they cannot get enough existential satisfaction in the reality of being subjected to an average vital routine. These symbolic experiences are also essential tools for the pursuit of representative satisfaction, especially in the age of the media industry. If so, they try to eliminate the lack of meaning in their lives with representative pleasures. One of the important reasons as to why the tendency towards nostalgia has increased even more in today’s popular media culture may be the commodification of the values that give a meaning to the personal and collective life by losing their originality and depth and the loss of meaning of routine living practices. The phenomenon of nostalgia may also present a kind of positioning, a sense of substitution or sense of belonging for the lost familiarity feeling of the individuals who live in exile in terms of their values, feelings and habits and who have been rooted and displaced in the epidemic of global values, despite the uncertainty of the present and the future. This study, on the basis of the use and satisfaction approach, aims to make a critical analysis of with which types of discourse the nostalgia demand is produced in the focus of visual advertisement samples that are fortified by the effective rhetoric of the media.

Keywords

• nostalgia
• satisfaction
• popular culture
• advertisement
• discourse