PHD Perspectives: Experiments in Nostalgia - Kelsey-Lee LeGassick - MediaBizBloggers

Interested in Contributing Your Regular Blog to wwwMediaBizBloggerscom Contact Jack Myers at jmjackmyerscomAs digital continues to redefine how consumers create share and validate there39s been an interesting trend in how traditionalnostalgic pieces of work are being digitally reimagined Undergoing experiments in nostalgia consumers are revamping classic characters and stories in new ways in order to translate morals from aged wellknown tales into digital language for today39s audiencesWith digital users can easily take apart and put back together pieces of classic movies A mashup video of Disney39s Mary Poppins does just that Viewers can rewitness and rediscover parts of their childhoods through digital eyesAnother example of this fusion between digital and classic is in Coldplay39s Life in Technicolor video in which band mates become puppets and play to an audience of awed children and parents In this scenario the band takes the form of the iconic puppets Punch and JudyOne of the most interesting digital reinventions comes in the form of Alice in Wonderland Both Tim Burton39s anticipated remake of the film and a mashup video of the film illustrate the journey of discovering and sorting our many digital identitiesLike Alice who exclaims quotI know who I was when I got up this morning but I think I must have been changed several times since thenquot in this digital wonderland one struggles to answer the question quotWho in the world am Iquot Caught in a bit of an identity crisis consumers have become spliced across so many digital channels that they often have trouble recognizing themselvesAccording to Iconoculture quotConsumers are increasingly exploring and discovering multiple identities virtual and physical as they maintain an everwidening number of separate selves that all connect back to one fragmented evolving mequot There are so many digital outlets for expression amp8211 video photo social networks blogs microblogs mobile apps amp8211 that it becomes impossibly difficult to manage where one39s digital identities within these fields stand alone and where they merge and create hybrid channel identities People ask themselves should I only tweet stories relevant to my work or career Should my Facebook be just for friends or coworkers as well I have three different blogs so how do I distribute appropriate content and still manage to be quotmequot At what point do I overwhelm my networks with repetition and duplication of thoughts One must ask where various digital identities overlap and how they weave together to write the story of who we areExperiencing classic stories in a digital environment jumpstarts the digital acculturation process Digital is its own unique language so it therefore has its own unique culture amp8211 a way to experience and tell stories The stories characters and places of one39s childhood are a part of what gives people a feeling of belonging amp8211 to family friends groups etc There39s a sort of confusion and disassociation when one finds the icons of one39s childhood in a digital landscape a place so unexpectedSo when digital disrupts seemingly unchangeable classics consumers challenge what it means for something to be iconic what it means to create something original and what it means to identify with themselves as well as others Acculturating into digital consumers perform quotdigital experimentsquot on the classics of their first language in order to understand how to adapt to the culture of the digital worldBrands and agencies must acknowledge the presence of these multiple personalities and recognize the acculturation process consumers are currently experiencing Even as media practitioners we had better learn to let go of our quotmedia speakquot in favor of the digital language while exploring the digital world We need to define our own process of acculturation into the digital world and understand the importance of digitally characterizing and dimensionalizing our identitiesKelseyLee LeGassick is a research analyst at PHD Media an Omnicom company You can follow PHD at httptwittercomPHDisSmartMediaRead all Kelsey39s MediaBizBloggers commentaries at PHD Perspectives MediaBizBloggers

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PHD Perspectives: Experiments in Nostalgia - Kelsey-Lee LeGassick - MediaBizBloggers

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