LE DISCOURS NOSTALGIQUE COMME SIGNE DE CRISE. ÉTUDES CROISÉES ENTRE LA GRANDE-BRETAGNE ET LA TUNISIE
NOSTALGIC DISCOURSE AS A SIGN OF CRISIS: CROSS-STUDIES BETWEEN GREAT BRITAIN AND TUNISIA

Summary/Abstract: This article examines the role of nostalgia as a discursive mechanism in contexts of crisis, comparing post-revolution advertising campaigns in Tunisia with political communication surrounding Brexit in the United Kingdom. How does nostalgia, as a discursive strategy, function both as a tool for collective mobilization around a national narrative and as a symptom of contemporary crises in these two contexts? To address this question, the study adopts a cross-contextual approach, combining semiotic and visual analysis – focusing on signs, symbols, and graphic representations – with discourse analysis, examining communication strategies that draw on collective memory. The results reveal that, despite the diversity of contexts, nostalgia serves as a strategic tool during periods of rupture, capable of mobilizing collective memory, creating an emotional connection, and influencing public behaviour, while also highlighting the social tensions and vulnerabilities specific to each context.

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