MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
and understanding. He focuses more on the inconspicuous emerging
tendencies and phenomena than on the obvious motives of social life.
Maffesoli’s theory is stemming from the assumption of symbiotic
coexistence of archaisms (tribalism, nomadism) and new technology
(internet, social networks), which allows and supports the hedonistic
“co/-existence” of the members of society and revives the interest in
the “us” and the “others”. Maffesoli states that some archaic elements
are returning to the current social life, such as tribal social system/
tribalism, nomadism, Dionysian orgies, ambient paganism or savageness.
Paradoxically, archaisms then co-exist with new technologies in
symbiosis and synergy. 31
3.1 Application of method
To each segment relevant from the perspective of nostalgia, a table listing
the components of nostalgia belongs, as evidenced by the common
labelling of the text and the table:
A/ Type of occurrence: rhetoric
“The paradigm of the network can then be seen as the re-actualization
of the ancient myth of community; myth in the sense in which something
that has perhaps never really existed acts, effectively, on the imagination
of the time. This explains the existence of those small tribes, ephemeral in
their actualization, but which nevertheless create a state of mind that, for
its part, seems called upon to last. “ 32
Table 2 (A)
Topic Sources Triggers Mode of
expression
tribalism
antic
community
contemporary
tribes and
networks
(internet, social
networks)
metonymy
Object
community
which has
never really
existed/ myth
of community
31 BENCZEOVÁ, B.: Špeciiká postmoderných sociálnych teórií. In GAŽOVÁ, V.
(ed.): Kulturológia: kreativita, kultivácia, kultúrnosť. Bratislava : Univerzita
Komenského, 2014, p. 131.
32 MAFFESOLI, M.: The Time of the Tribes. London : SAGE Publications, 1996,
p. 148.
300