The evocation of nostalgia in audiovisual fictions: the case of Ready Player One
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Abstract
Nostalgia is an inherent feature of postmodern society and has become even more deeply rooted with the development of retromarketing. The aim of this study is to analyse the elements used in the film Ready Player One to convey nostalgia to the viewer and how this feeling is generated. The study consisted of a content analysis of four components of the film: dramatic situations, characters, settings and objects. The results showed that all four elements are used throughout the film to convey nostalgia. Their repeated association with events or objects from the past creates a sense of nostalgia that allows the viewer to form a stronger emotional bond with the story and the characters as a consequence of the memory they evoke. The study demonstrates that nostalgia may be embedded in different and very diverse aspects of a marketing product in order to create a greater connection with consumers.
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