It’s not nostalgia.Stranger Things fuels his 1980s pseudo-nostalgia

The 1980’s are back. Nothing beats the nostalgia of Season 4 of Stranger Things.

Kate Bush’s ‘Run Up That Hill’ is now a number one hit on SpotifySince the season finale of Stranger Things, Metallica’s Master of Puppets has joined Bush at the top of the charts.

Bora is back. Billy Hargrove (played by Perth’s Dacre Montgomery) is rocking hairstyles, as are Miley Cyrus and Little Mix’s Lee Ann Pinnock. , this season also features perms (pre-wave waves) worn by Nancy (Natalia Dyer) and Karen Wheeler (Karl Buono).

Dacre Montgomery as Billy in Stranger Things.

A key feature of modern marketing is the development of products and services that incorporate new themes into old ideas.calledretro marketingit is the reboot or revival of a product or service from a historical period, which marketers typically update to ultra-modern standards of function, performance, or taste.

Yes, nostalgia sells, but what retro marketers are really trying to induce is the sentiment of “pseudo-nostalgia.”

Young consumers of these revived products and services have never experienced the original, which is why we call it pseudo-nostalgia. Generation Z was not there.

In fact, they are buying retro products and services that have little to do with the reality of the 1980s.

read more:
Fantastic, Evocative, Original: Why Kate Bush’s Music Endures Through Generations

1980s details

Stranger Things costume designer Amy Paris and her team have collaborated with Quiksilver on five apparel collections. Based on 1980s fashionThe Torquay-inspired surf-inspired apparel brand was an integral part of the ’80s look.

Stranger Things isn’t the only thing that evokes the 1980s. Ghostbusters: Afterlife (2021) not only brought back the wildly popular film, but also recreated the Staypuft his Marshmallow Man as a new consumer-friendly “Mini Puft.”

Thor: Love and Thunder takes Beastmaster (1982), Conan the Barbarian (1982), and 80s California graffiti as visual inspiration, and has a unique 80s adventurous feel. It creates great effects and entertainment.

play a role

Of course, Generation Z, born after 1996, can’t really miss the 1980s.

As young consumers become pseudo-nostalgic for the 1980s, they seek to relive that decade through “compensatory re-consumption.” They immerse themselves in ’80s pop culture to deal with their wistful love and sentimental longing for this period in the past. By consuming 1980s-inspired products and services, they can pretend they were actually part of that era.

read more:
‘Satan Worship, Sodomy, and Even Murder’: How Stranger Things Revived ’80s America’s Satanic Panic

For Stranger Things fans, buying retro products and services can help fans go to the 1980s in their mind’s eye and empathize with their beloved characters.

This re-enactment of the 80s leads to the transformation of the decade itself.

TV series and movies like Stranger Things, Ghostbusters and Thor change the relationship between consumers and historical one we interviewed put it:

The original canon is unaffected by what I have lived through.It is no longer possible to distinguish between the living things […] from what [see] Original.

In other words, when Zomers feel nostalgic for the 1980s, they play being part of that decade. They consider themselves experts with a true understanding of historical times and their connections.

Painful memories or new love?

It’s not just mullet and pop songs.

The 1980s was also the heyday of the Trabant car, the state car of the German Democratic Republic before the fall of the Berlin Wall.

The laughing stock of Europe, the ‘Travi’ was a small but sturdy car that could barely gather 100 kilometers per hour. Due to the communist planned economy, it could take more than 10 years from order to final delivery.

So, electric Trabant nT or “new babywas released as a concept car. Better equipped than the old Trabi and in true capitalist style it comes with all the mod cons.

yellow trabant

Is the Trabant really the car you want to bring back?
Wikimedia Commons

Is the old relationship with Trabi too comical or painful? Or will drivers love the new Trabi as a symbol of where East Germany started and how far it’s come?

If the Quiksilver collection is any indication, drivers will love the new Trabi.Just a year ago, he couldn’t have imagined that neon and oversized clothes would make a comeback in fashion, but now with the collaboration of Quiksilver and Stranger Things. neon purple hat And this pastel mishmash nylon oversized windbreaker Sold out worldwide.

The 1980’s are back, but it’s worth remembering that these aren’t the real 1980’s. No matter how big fashion’s failures were, consumers who now embrace his 1980s revival go to that era through pseudo-nostalgia and compensatory re-consumption.

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