Perpetual Old Loves: The Construction of Narratives Between Material Culture and Memory of the Opala Automobile in the Digital Context

Abstract (English)

This study explores the intersection between material culture, memory, and digital narratives, taking the Opala automobile—an icon of Brazilian automotive history—as its starting point. Produced between 1968 and 1992, being the first car entirely designed and manufactured in Brazilian territory, the Opala transcends its utilitarian function to become an affective and cultural symbol. This narrative is currently solidified across various social media platforms. Drawing on theories of material culture (Miller, 2010), which understand objects as mediators of social and identity relations, and collective memory (Halbwachs, 1992), which emphasizes the social construction of the past, we analyze how digital platforms reconfigure or amplify the cultural significance of the Opala. Thus, it becomes clear that nostalgic discourse transforms the car into an object of group and affective engagement, where individual and collective memories intertwine.
Using digital ethnography (Pink et al., 2016) as the primary methodology, the research immerses itself in online environments to examine how users construct narratives that articulate personal memories, historical meanings, and the uses of digital networks. Furthermore, we employ the framework of digital anthropology (Horst & Miller, 2012), which allows us to understand how technology-mediated practices redefine notions of identity, belonging, and materiality. The Opala is not merely an object of nostalgia but also a catalyst for discussions about history, technology, and national identity. These practices highlight the dichotomies between individual experiences and collective representations, underscoring how memory is constantly negotiated and redefined in the digital environment. Digital anthropology provides tools for reflecting on the impact of technologies in redefining concepts such as materiality, memory, and identity. Finally, this work aims to contribute to broader discussions about the role of digital technologies in transforming cultural and social practices, suggesting that online platforms not only preserve memories but also reinvent them, creating new forms of engagement and belonging.