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Coral Cenizo
Universidad San Pablo CEU
España
https://orcid.org/0000-0003-1484-6763
Biografía
Vol. 25 Núm. 2 (2021), Monográfico diciembre 2021. Retromarketing , páginas 24-43
DOI: https://doi.org/10.17979/redma.2021.25.2.8706
Enviado: sep 22, 2021 Aceptado: nov 12, 2021 Publicado: dic 14, 2021
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Resumen

La nostalgia es un rasgo inherente en la sociedad posmoderna cuyo arraigo se ha afianzado con el desarrollo del llamado retromarketing. El objetivo de la investigación es analizar qué elementos se utilizan en la película Ready Player One para transmitir nostalgia al espectador y de qué forma estos son utilizados para generar este sentimiento. Para ello, se lleva a cabo un análisis de contenido de cuatro componentes de la mencionada ficción audiovisual: situaciones dramáticas, personajes, escenarios y objetos. Los resultados demuestran que estos cuatro elementos se utilizan de forma constante para trasmitir nostalgia. Su asociación con hechos u objetos del pasado crea a lo largo de toda la cinta una permanente nostalgia que permite al espectador construir un vínculo emocional más fuerte con la historia y con los personajes por el recuerdo evocador que le provocan. Así, la nostalgia puede imbricarse en diferentes y muy diversos aspectos de un producto de marketing para generar una mayor conexión con los consumidores.

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