This thesis investigates the influence of nostalgic content on TikTok on shaping audience perceptions of the Barbie brand. Utilizing Stuart Hall’s Reception Theory, the study examines how TikTok users interact with and interpret nostalgic content, highlighting the intersection of digital nostalgia and brand perception. The research is particularly concerned with how personal experiences and cultural backgrounds affect the reception and interpretation of nostalgic content on TikTok, a platform predominantly utilized by younger demographics. 

The research employs a mixed-method approach, including surveys and interviews, to gather qualitative data. The results indicate that nostalgic content significantly enhances the emotional connection between users and the Barbie brand, often evoking a strong sense of nostalgia that can alter perceptions and increase brand affinity. However, findings also reveal a complexity in responses, influenced by factors such as cultural background and previous experiences with the brand. While some users resonate strongly with the nostalgic portrayal, aligning closely with the "dominant" reading of Hall’s model, others exhibit "negotiated" or "oppositional" readings, reflecting a more critical engagement with the brand. 

This study contributes to media studies, marketing, and communication by demonstrating the powerful role of nostalgia in digital marketing and the nuanced ways audiences interact with branded content on social media platforms. It offers insights into the strategies that can enhance consumer engagement and emotional response through nostalgic content, suggesting that brands like Barbie can leverage nostalgia effectively to reinforce and reshape brand perception among contemporary audiences. 

The research highlights the potential for further studies to explore a broader array of brands and media types, examining the long-term effects of nostalgic content and its capacity to influence consumer behavior and cultural trends. Additionally, this thesis highlights the need for a deeper understanding of the encoding/decoding process in a digital context, proposing adjustments to traditional media theory to better encompass the dynamics of modern digital interactions.