- Machining emotional manipulation through nostalgic reminiscence
Here are images showcasing a seemingly carefree era: tourists on Rügen's beach, a corner store, lively cafes in the city center - all noticeably aged, presumably captured in the 1960s or 1970s. The caption reads, "I wish it could be like this again." These images garner significant attention on social media platforms, particularly on Facebook. Nostalgia seems to be surging, particularly among the elderly.
Numerous comments reflect users' reminiscences. Memories of grandma's cozy kitchen with a tile stove, a sweeter taste of Fanta during childhood, and fewer material possessions yet a greater happiness. It appears to be an idealized portrayal of the past that bears little resemblance to reality upon closer scrutiny. For users, it serves as a trip back to their own past or adolescence. For some page administrators posting these images, it seems to be a business venture. Some aim to sell something, while others manipulate followers politically with subtle innuendos.
Nostalgia Posts on Facebook: Reminiscence versus Contempt for Contemporary Society
At first glance, the pages may seem innocuous. Names like "Old Memories," "Good Old Days," or "Grandma's Best Recipes." They appear like a time capsule from the past century. Scenes of tables adorned with vine-patterned tablecloths, meatballs on communal platters, yellow payphones near the roadside. But a closer look at the comments of these posts raises suspicion. It's not merely about sharing memories, but often an expression of contempt towards modern society.
Benjamin Krämer, a communication science professor specializing in media use and media history at Ludwig-Maximilians-Universität München (LMU), has insight into this phenomenon. In an interview with stern, he explains: "There's a distinction to be made between sentimentalizing the past and drawing political conclusions from it. But you can also exploit this change and blame immigration or liberal social policy for no longer having what you supposedly once had."
This is exactly what takes place in many comment sections of such nostalgia posts. Under an image of a 1970s cityscape, a user writes: "It was safer back then. Everything was still clean and the borders were closed! Today, you don't feel safe going out anymore, with all the invaders." His racist comment received numerous likes. Similar remarks appear under an image of a swimming pool, apparently from the 1980s. "It was safer back then to go to public pools without fear of being assaulted by foreigners." Openly xenophobic opinions, contrasting the cherished memories of the past.
"For such posts to be effective, a certain familiarity is needed. The ground must have been laid elsewhere. The interpretations must already be well-established and deeply ingrained with the audience for such statements to be immediately interpreted in a certain way," explains Krämer.
"This kind of communication stirs up dissatisfaction with present-day life"
A tactic the New Right has been utilizing for years: so-called "coded messages." The explicit message doesn't necessarily have to be stated because everyone is aware of the underlying meaning. It was most successfully employed with the song "L'amour Toujours" by Gigi D'Agostino, which the far-right adopted with the slogan "Germany for the Germans, foreigners out." Today, simply the melody of the song, without its hateful lyrics, is enough to convey the message.
But why does such an approach work with seemingly harmless, nostalgic images?
This type of communication, according to Krämer, elicits a dissatisfaction with present-day life. "Especially popular among the New Right," he states, "it frequently revolves around traditional gender or family values. Historical examples are drawn from art and architecture, suggesting that there was once a golden age of the West that is now in decline."
However, on its own, this does not generate political capital, Krämer believes. The romanticization of the past may stir up a sense of euphoria and unity, but it doesn't really inspire political action. "It requires a crisis, a sense of emergency, to motivate people to engage politically and vote. There must be a perceived threat."
And this perception of threat has been crafted by the far right for years. Whether it's refugees, corrupt elites, or heat pumps. In this narrative, it's clear: some are attempting to take something away from "the common man" and subjugate him.
But behind these fears, Krämer notes a more profound concern: "Ultimately, it's about recognition. Is one's own life or identity worth anything?" Currently, parties like the AfD are using these identity questions to campaign. For instance, when Thuringia's state leader Björn Höcke poses on an old East German motorbike with the slogan "Simson instead of cargo bike."
But this is not new, as Krämer stresses: "You can find similar recognition promises in all types of political ideologies. Even in former social democratic or socialist politics. There, it was about constructing a better society and providing recognition for the identity of workers and their way of life."
Many memories from the past are often glamorized in hindsight, appearing more radiant than they actually were. Some remarks under nostalgia posts echo this sentiment. One individual mentioned, "Always this nostalgia... You wouldn't last a minute in this contemporary world. Unleaded fuel, physical disciplines in schools, and absolutely no comforts at all. The recollections might be enchanting. The era, however, definitely wasn't."
Users often reminisce about simpler times in their comments, such as the taste of Fanta during childhood or grandma's cozy kitchen. These nostalgic recollections serve as a retreat from contemporary societal issues for many users. However, some comments also reveal a sense of contempt towards modern society, often expressing desire for a past that never truly existed. For example, one user comments, "It was safer back then. Everything was still clean and the borders were closed!"
The romanticization of the past and its use as a criticism of contemporary society is a tactic often employed by the far-right. According to communication science professor Benjamin Krämer, such communication stirs up dissatisfaction with present-day life and is particularly popular among the New Right, often revolving around traditional gender or family values. However, Krämer stresses that the romanticization of the past on its own does not generate political capital. It requires a perceived threat to motivate people to engage politically and vote.
