O consumo transgeracional de Stranger Things : as diferentes recepções nostálgicas entre os Millennials e a Geração Z

Abstract

Marketing strategies focused on the affective relationship of consumers with nostalgic products have gained constant strength in the contemporary advertising market. This trend, termed as retromarketing, stands out for the ability to engage people from different generations through a universal feeling. Media products, such as the series Stranger Things, have shown to be a phenomenon among generations, who feel motivated to watch the work due to the nostalgia for the 80s shown in the series. However, when considering how even the younger audience, who did not experience the era, consumes the series through a particular nostalgia, this study aims to perform a comparative consumption analysis between generations Z and millennials. In addition, the objective is to understand the strategies of Netflix in directing the work to conquer different generational groups.