The New Consumer Culture of Object Histories and Nostalgia | Knowledge #14

Do you ever feel that 'memories are beautified'? Especially 'nostalgic memories' often feel beautiful, heartwarming, and profound compared to other experiences.

In this article, we articulate the reasons for the emotional value of nostalgia in everyday objects and delve into its role in the new consumer culture.

Yesterday's trend is today's vintage. The objects we use daily carry invisible histories. Items like old clothes, film cameras, and books, which seem to have lost their value, are being reevaluated in a retro context, creating different values. Why do object histories create cultural value?

From an anthropological perspective, Indian cultural anthropologist Arjun Appadurai's 'The Social Life of Things: Commodities in Cultural Perspective' mentions the cultural value surrounding second-hand goods. Arjun Appadurai pointed out that objects, like people, have life histories, and their exchange value must be understood within the broader cultural context involving the processes of exchange, gift-giving, and ownership.

Let's take 'Natsume Soseki's fountain pen' as an example. Even if the pen is broken and loses its utility value, it would likely be highly valued. If a story like 'Natsume Soseki wrote a letter to his lover while gazing at the moon' is associated with it, its value would increase further. In this way, cultural values such as 'romance' in the history of objects can determine their value. They reflect stories, romance, and sometimes a longing for a lost era, beyond mere material utility.

For example, compact digital cameras, film cameras, and vintage clothing. Even the flea markets where you can find these treasures. It is undoubtedly a culture born from consumption behavior based on cultural value.

Our consumption behavior is based on simple utility and usability, while also valuing more personal and meaningful contexts. Object histories and nostalgia are central to the new consumer culture, where the stories and emotional connections of individual objects are emphasized. The objects around us are not just items of use but means of expressing individuality.

Finally, from December 15, 2023, to January 15, 2024, the 'Me and Vintage Clothing' photo contest sponsored by SPINNS is being held. The clothes you wear every day may hold more meaning than just being items of use and could provide cultural inspiration to someone. Please share your stories with your vintage clothing.