In this issue of Amplify, writer Madeleine White talks about packaging our past for present-day consumption
But don’t discount the fact that nostalgia was the secret ingredient here. We all know our favourite content on social platforms is the stuff that makes us feel warm and fuzzy. AndThis same energy translated into real life, as moviegoers innately understood that they must wear pink to. This is no easy task for a Jaded Old Person™ like myself, given that my closet is mostly black, white and beige .
Moviegoers wait their turn to take a picture with a life-sized Barbie box in Rio de Janeiro last week.And that is one of the positive powers of nostalgia: It makes us happy. It gives us connection and community, which is increasingly hard to do in our individualistic, polarized society. According to a 2021 study, reflecting on nostalgic memories is actually a form of self-care. Researchersthat there was a positive effect for people who engaged more in “nostalgic reflection” than in “ordinary reflection.”
That’s great. But let’s also not forget that nostalgia is also a convenient tool for capitalism. Packaging our love for the past into consumable bits of culture is not new. ThinkBut what the new millennium has brought us is nostalgia with an onslaught of specific tie-in products: Transformers, Lego and now Barbie are just the tip of a millennial-childhood-merchandise iceberg, as Mattel has
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