The Viking myth: nostalgia and collective guilt

• DOI: 10.1080/10253866.2022.2054807
• Publication Date: 2022-03-24T21:50:14Z
• Authors: Jonatan Södergren
• Keywords: Atonement; Consumption

Consumer understanding of the past often revolves around myths or sanitized versions history. Consumers resort to these fantasies connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is case Viking myth, which has been misappropriated by white supremacists. Using Derrida's concept "hauntology" as theoretical lens, findings suggest addition nostalgia, evoke feelings collective guilt when inscribed present-day ideological landscape. show consumers can resolve mythological tension employing atonement self-authenticating act. The framework hauntology explains relationships between consumer myth-making and nostalgia have not recognized prior research on past-themed consumption.