The History of Objects and the New Consumer Culture of Nostalgia | Knowledge #14

Have you ever felt that "memories are romanticized"? Especially when it comes to "nostalgic memories," they often feel more beautiful, heartwarming, and evocative compared to other experiences.

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

Yesterday's trend is today's vintage. The objects we use daily are imbued with invisible histories. Items such as vintage clothing, film cameras, and books—once thought to have lost their value or utility—are being reappraised within a retro context, generating new forms of value. Why does provenance give rise to cultural value?

Anthropological research offers some answers. In 'The Social Life of Things: Commodities in Cultural Perspective,' Indian anthropologist Arjun Appadurai discusses the cultural value of secondhand goods. Appadurai points out that, like people, objects have life histories, and their exchange value must be understood within the broader cultural context of their exchange, gifting, and ownership processes.

Take, for example, "Natsume Sōseki's fountain pen." Even if the pen is broken and no longer functional, it would likely command a high value. If, for instance, the pen were associated with the story that "Natsume Sōseki wrote letters to his lover while gazing at the moon," its value would increase even further. In this way, the 'romance' embedded in an object's provenance can determine its value. Beyond mere material utility, objects reflect stories, romance, and sometimes a longing for a lost era.

Consider compact digital cameras, film cameras, and vintage clothing, or even the flea markets where such treasures are found. These are all part of a culture born from consumption behaviors rooted in cultural value.

Our consumption behaviors are based not only on simplicity and high usability, but also on more personal and meaningful contexts. Provenance and nostalgia are at the heart of the new consumer culture, where the stories and emotional connections attached to each object are highly valued. The objects around us are no longer just utilitarian items—they have become means of expressing individuality.

Lastly, from December 15, 2023 (Fri) to January 15, 2024 (Mon), the sponsored photo contest "Me and Vintage Clothing" is being held. The clothes you wear every day may hold significance beyond mere utility for someone else, offering cultural inspiration. We invite you to share your own stories and experiences with vintage clothing.