I’m all for nostalgia — hell, most of my online presence is built around it these days — but I’m becoming increasingly tired of social media accounts that are nothing but what I’m going to call “nostalgia fluff”. What I mean by this is that they post something that effectively says “This is a thing that existed.” and then don’t provide any sort of additional commentary or context. To put it another way, they are indulging in the exact behaviour depicted in this excellent video from the one and only Mr Biffo of Digitiser:
There’s a simple explanation for this, of course: it’s engagement bait, as is 90% of anything on any social media platform these days. By posting “Count Duckula is a cartoon series that was once on television”, the poster is counting on people showing up in the replies by the score to say “Wow! I remember this!” and “SO NOSTALGIC!” and suchlike.
Trouble is, all of that is completely fucking meaningless. It rarely starts a meaningful discussion, and the person who posted the thing in the first place certainly isn’t interested in leading a discussion, otherwise they would have posted something more substantial in the first place. So why do it at all?
Number go up, of course. Those sweet likes and shares. The cynical would note that many engagement bait accounts aim to attract large numbers of views, comments and shares so they can then sell on the account to someone else, but this doesn’t always happen. Some people really are convinced that their context and commentary-free acknowledgements that something indeed existed at some indeterminate point in the past are “good content”. Some of these people will even get snippy if someone “steals” their “content”, by which I mean posting something about the same thing they posted.
There’s a difference between this sort of thing and what I do. When I write an article or make a video about something, I’m not doing so just to go “this existed, look how knowledgeable I am for knowing this thing existed”. Rather, I do so for one of two reasons: one, to introduce the thing to other people, and that requires some additional context and commentary to explain why the thing is noteworthy; and two, to share my personal recollections of the thing in question, which often ties in with the first point.
That takes effort, though. That requires researching beyond a simple glance at Wikipedia to make sure you got the date right. That requires actual knowledge and experience, and a willingness to do something beyond the bare minimum to cater to the lowest common denominator online.
I often find myself annoyed at the perception that you “shouldn’t” post anything too long or in-depth online, “because people won’t bother to read/watch it”. This, to me, just leads to a situation where you are encouraging something undesirable. By assuming everyone is as stupid as an attention-deficit social media addict who can’t read more than a paragraph without wanting to Alt-Tab into Roblox, we just make that the norm. And that’s what these low-effort nostalgia engagement bait accounts are doing: making the bare minimum the norm.
I find the idea that you should make things as short as possible “because people will click off within 3 seconds” or whatever kind of insulting. It’s insulting to the people who don’t click off within 3 seconds to assume that everyone’s attention span is as addled as the worst people on the Internet, and it’s insulting to me to suggest that if the thing I’ve done isn’t “interesting” within 3 seconds it has no value. So far as I’m concerned, if someone is incapable of reading more than a paragraph of text or digesting a video that is more than 30 seconds long, I don’t really want them looking at my stuff anyway. It’s not for them.
That may sound gatekeepery but honestly I don’t give a shit any more. I hate how much the Internet has become a race to the bottom, and I fear it’s reached a point where it is actively harmful to both community and culture.
So I will keep going into things in as much depth as I damn well please, and if you don’t have the attention span to deal with it, that is 100% your problem.
(I know none of you reading this fall into this category, of course. Keep being excellent.)
Want to read my thoughts on various video games, visual novels and other popular culture things? Stop by MoeGamer.net, my site for all things fun where I am generally a lot more cheerful. And if you fancy watching some vids on classic games, drop by my YouTube channel.
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