Agora 40 (2):109-133 (2021)

Jorge Montesó Ventura
Centre D'Estudis Antropològics ACAF
En los últimos años, al menos en las llamadas sociedades occidentales, se ha consolidado una clara tendencia a consumir productos que pretenden promover un estado de nostalgia en el consumidor: moda, cine, televisión... Todo lo que atañe al consumo de masas, en su estética, se viste con elementos que intentan evocar parte del pasado de su target, y funciona. En este artículo analizaremos, entendiendo el consumo solo como la expresión más patente, qué nos motiva a buscar estímulos que evoquen el pasado, qué nos empuja a él y cuánto tiene que ver en ello el estado de angustia al que nos arrastra el tipo de circunstancia que vivimos. Intentaremos demostrar cómo la nostalgia, más allá de tópicos, se ofrece como el efugio más accesible y eficaz para enmascarar temporalmente esa angustia provocada por un medio percibido como inhóspito y fragmentado, y sin necesidad de renunciar a sí mismo. / In recent years, at least in the so-called western societies, a clear trend has been es- tablished to consume products that aim to promote a state of nostalgia in the consumer: fashion, cinema, television... everything that concerns mass consumption, in its aesthetics, it dresses with elements that try to evoke part of its target's past, and it works. In this article we will analyse, understanding consumption only as the most obvious expression, what motivates us to seek stimuli that evoke the past, what pushes us to it and how much does the state of anguish to which the type of circumstance draws us have to do with it that we live. We will try to demonstrate how nostalgia, beyond topics, is offered as the most accessible and effective refuge to temporarily mask that anguish caused by a medium perceived as in- hospitable and fragmented, and without the need to renounce itself.
Keywords nostalgia  anxiety  past  circumstance  loneliness  phenomenology
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DOI 10.15304/ag.40.2.6775
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References found in this work BETA

Past Forward: Nostalgia as a Motivational Force.Constantine Sedikides & Tim Wildschut - 2016 - Trends in Cognitive Sciences 20 (5):319-321.
The Idea of Nostalgia.Jean Starobinski & William S. Kemp - 1966 - Diogenes 14 (54):81-103.

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