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Archived Post or Archived Past? A Qualitative Study on How Gen Z Interprets and Reconstructs Digitally Mediated Pasts

Magister-uppsats

Jaimes Guerra, Adriana Geraldine, Garfield, Mallory

Lunds universitet/Företagsekonomiska institutionen

Publicerad: 2026

Språk: Engelska

Nyckelord

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⌕Business and Economics⌕Gen Z⌕consumer culture⌕Digitally Mediated Nostalgia⌕Nostalgia Without Lived Memory⌕Algorithmic Curation⌕Aesthetic Mediation⌕Collective Validation

Sammanfattning

The study reveals that Gen Z consumers construct nostalgia for unlived eras through four interconnected processes: platform and algorithmic exposure, aesthetic simplification, collective validation, and identity reconstruction. Nostalgic content becomes meaningful when platforms make selected versions of the past visible, when aesthetic cues such as music, filters, fashion, and visual styles make the past emotionally recognizable, and when user interactions collectively validate nostalgic feelings. The findings further show that Gen Z uses idealized representations of the past to critique contemporary digital life, particularly feelings of overstimulation, performativity, and digital fatigue.

Information

Författare
Jaimes Guerra, Adriana Geraldine, Garfield, Mallory
Lärosäte / institution
Lunds universitet/Företagsekonomiska institutionen
Publiceringsdatum
2026
Uppsatstyp
Magister-uppsats
Språk
Engelska
Nyckelord
⌕Business and Economics⌕Gen Z⌕consumer culture⌕Digitally Mediated Nostalgia⌕Nostalgia Without Lived Memory⌕Algorithmic Curation⌕Aesthetic Mediation⌕Collective Validation

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