In the ever-evolving landscape of social media, a decade-long study by the University of Gothenburg and University West delves into the profound impact of nostalgia and memories on the online experiences of eleven active users
As technology advances, social media has become more than just a platform for sharing; it has become a pivotal tool for documenting and reliving life’s significant moments. The study examines the changing cultural landscape from the 2010s to the 2020s.
Social media: Nostalgia and memories
The study identifies a phenomenon termed “social media nostalgising,” where users actively seek content that sparks nostalgic emotions. Participants described it as a way of “treating themselves” to a nostalgia trip, emphasising the growing significance of reminiscing over constantly generating new content.
Platforms as digital diaries
Social media platforms are evolving into digital diaries, facilitating the reliving of memories. Alexandra Weilenmann, a professor of interaction design, notes that users increasingly prioritise revisiting past experiences over creating new content. The platforms serve as tools to journey back through time, allowing users to reconnect with their history.
Advanced features for nostalgic experiences
To enhance nostalgic experiences, social media platforms incorporate advanced features like personalised music-infused photo albums and reminders of posts from the same date in previous years. The positive reception of these features contributes to users’ engagement and the deliberate strategy to encourage prolonged activity.
The study highlights that it’s not only the content that triggers nostalgia but also the memories associated with social media usage. Participants reminisce about the rewarding nature of intense communication in forums, emphasising how these interactions often translated into real-life meetings—a testament to the profound impact of the platforms on interpersonal connections.
In conclusion, the researchers, including Beata Jungselius, senior lecturer of informatics, assert that their decade-long study provides a unique opportunity to comprehend the evolving usage patterns and attitudes toward social media. Nostalgia and memories, woven into the fabric of online experiences, continue to shape how individuals engage with these platforms over time.
