| Abstract: | Consumers are increasingly searching for beautiful memories. Memory is not solely the work of the mind retrieving a “true” past. People represent their unique past to (re)construct their identity and seek social links with others who share the remembered events. Through visual analysis of the web posting of war photographs by Vietnam veterans, this paper explores how people consume representations in remembering, reconstructing identities and building a mnemonic community. The analysis suggests that individual remembering is nested within collective remembering. A conceptual framework viewing remembering as mediated action helps to explain how consumers use representations in remembering. This process is carried out not only by individuals but also by cultural institutions. American Vietnam veterans use consumer products including private photographs, movies, books, travel trips and the Internet as tools to assist in the on‐going process of remembering. They add their own voice into the social representation system to create representations that further express who they are and to connect with their community. The constructed memory shapes consumers' present. This in turn modifies their representation of their pasts which become involved in changing the larger social representation system. |
