- Manipulating emotions through nostalgia: A guide
Here are the paraphrased images and their descriptions: Pictures depict a leisurely world filled with Pleasure seekers lounging on Rügen beach, a neighborhood corner shop, lively city cafes – all slightly deteriorated, presumably captured during the 1960s or 70s. Above them, the words "I wish it was like this again" are written. Sharing vastly on social platforms, especially Facebook, these photos spark a reminiscing boom, especially among the elderly.
People share their memories in the comments. Recalling the warmth of Grandma's kitchen with the old tile stove, how pleasant Fanta tasted as a kid, and the happiness in people's faces with fewer possessions. This idyllic portrayal of the past might bear little resemblance to reality upon closer inspection. For users, it becomes an escape into their childhood or early adulthood. For Facebook page operators uploading these images, it appears as a business venture for some, while others aim to manipulate followers politically with undertones.
Nostalgia on Facebook: Sharing Memories and Contempt for Modern Society
The Facebook pages might seem innocent initially, like "Old Memories," "My Childhood, What a Blast," or "Grandma's Best Recipes." They resemble a relic of the last century with vintage flower patterns on tablecloths, meatball spreads on buffets, and yellow phone booths alongside the roadside. However, a glimpse at the comments sections of these posts raises plenty of doubts. It's rarely about reminiscing, but instead, a contempt towards modern society.
Professor Benjamin Krämer, specializing in communication science with a focus on media study and history at Ludwig-Maximilians-Universität München (LMU), understands this phenomenon. He explained in conversing with stern: "One can romanticize the past without having to draw additional political conclusions. But one can also instrumentalize this change and blame current issues like immigration or liberal society policies for the perceived losses."
Exactly this tactic is applied in the comment sessions of numerous nostalgia posts. In response to a picture from the 70s cityscape, a user comments: "Back then, the city was safe. Everything was beautiful, and the borders were closed. Today, even going to the city feels dangerous, with the invasion." This racist statement received numerous likes. Similar comments appear beneath a photograph of an 80s swimming pool. "The public pool was safe back then, without fear of getting mugged by foreigners." The unrefined populism contrasts with the joyful memories of yesteryears.
"These posts need a pre-existing understanding to slide through. You must promote the groundwork elsewhere, allowing audience members to easily associate these statements with a specific ideology. It doesn't work as an 'entry drug,' but rather an add-on," explains Krämer.
This type of communication ignites a dissatisfaction with the current era. A strategy that the New Right has been employing for years: commonly called "dog whistles." While the actual message doesn't often have to be vocalized anymore, the meaning behind it is universally understood.
But why do such strategies work despite the innocent nature of the images?
This type of communication seems to stir dissatisfaction with the present time, per Krämer. "Sharply prevalent in the New Right. Often centered around traditional gender or family images. Historical examples are often drawn from art and architecture, suggesting a once-prosperous golden age of Western civilization that's now in decline."
However, merely revering the past might not lead to any significant political impact, Krämer believes. While it might generate a sense of euphoria and unity, it doesn't really motivate people politically. "A crisis, a state of emergency, is required for people to mobilize and go to the polls. A sense of threat is needed."
And this feeling has been constructed by the far-right for years. Whether they speak of refugees, corrupt elites, or eco-friendly appliances. For these various groups, the adversary is clear: "the little man" is facing oppression.
However, according to Krämer, these fears hide an even deeper question: "Ultimately it's about recognition. Does one's own life or identity have any value?" Current politicians, such as the AfD, capitalize on these identity questions for their campaigns, for instance, Thuringia's state leader Björn Höcke riding an old East German moped with the slogan "Simson instead of cargo bike."
But this is not a new phenomenon, as Krämer emphasizes: "Recognition offers can be found in all imaginable political directions. Even in the early days of social democratic or socialist politics. It was about creating a better society and recognizing the dignity of workers and their lifestyle."
A lot of what's often glorified in reflection appears shinier than reality actually was. Some contributions under nostalgia posts even acknowledge this. A user remarks: "Always this nostalgia... You wouldn't make it a day in this modern world. Unleaded gas, no physical punishment in school, and absolutely no luxuries whatsoever. The memories might be charming. The era, however, was far from it."
The nostalgic portrayal of the past on Facebook serves as a escape into early adulthood for many users, offering a sense of unity and euphoria. However, these posts often hide deeper questions about identity and recognition, leading some to make controversial comments laced with contempt towards modern society.
Despite the innocent nature of the images, Professor Benjamin Krämer notes that these comments work as an add-on to a specific ideology, using dog whistles to promote dissatisfaction with the present time.
