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Master Thesis

Les enjeux sociaux et communicationnels du phénomène rétro

Abstract : Born at the transition of the XXIst century, I have grown in a society enriched by the cultural evolutions, inherited by the actions, or more precisely by the fights leaded by the previous 78 generations. Democracy has known real progresses, with, among other things, the change of women status, the reduction of working hours and the introduction of some free time, leaving little room for passions and pleasures. Technologies, fast-growing, transformed also the every-day life in facilitating the information access and erasing human barriers. Youth, at the beggining of the century, has apparently nothing to envy to the past. However, some sort of nostalgia seems to persist. To make this statement, a look at my cultural behaviors and my friend's ones is enough. We stride across bric-a-brac and second-hand shops to complete our vinyl record collection, when we don't buy reeditions. Polaroïd is our new camera and, for want of anything better, we give some vintage effect to our digital clichés with platforms like Instagram. Our fashion icons come from the Hollywood golden age and we just have to go to any department store to find the complete new James Dean or Audrey Hepburn look. Examples are abundant, in our generation but in our parent's too. To join and understand this movement, I have been, for a week-end, to the Spring/Summer edition of the twelfth Marché de la Mode Vintage, in Lyon. This world-renowned event occured as a perfect opportunity to do some interviews and learn new thing about retro lovers, their tastes and their vision of the phenomenon. Then, this knowledge has been highlighted by the different strategies deployed by marketing managers to convince this target. Professionnals have actually well understood the stakes of the retro and find nowadays some old values and esthetics to restore, for varied industries like fashion, design, automobile, culture or alimentation. Because far from being backward-looking or old-fashioned, retro seems to bring new responses. The need for people to distinguish theirself, through their style and attitude, in a society blamed for uniformizing everyone, or the desire to find again some point of references in the past, when the future is menacing, are so many factors that push to wonder : retro communication isn't a way to temporise technical and social stakes by diluting them in the nostalgic memory ?
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Master Thesis
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Submitted on : Monday, October 7, 2013 - 3:12:27 PM
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  • HAL Id : dumas-00870550, version 1


Coralie Gardet. Les enjeux sociaux et communicationnels du phénomène rétro. Sciences de l'information et de la communication. 2013. ⟨dumas-00870550⟩



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