Editing Nostalgia (section)

==Other aspects==

===As a medical condition===
{{Further|Homesickness}}
[[File:La Laitemaire.jpg|thumb|left|A rural landscape in [[Vaud]], [[Switzerland]]. The term "nostalgia" originally referred to the homesickness felt by [[Swiss mercenaries]].]]

The term was coined in 1688 by Johannes Hofer (1669–1752) in his dissertation in [[Basel]]. The word nostalgia was compound of the ancient Greek words nostos (return home) and algia (pain). Hofer introduced ''nostalgia'' or ''mal du pays'' "[[homesickness]]" for the condition also known as ''mal du Suisse'' "Swiss illness", because of its frequent occurrence in [[Swiss mercenaries]] who in the plains of [[Switzerland]] were pining for their landscapes. Symptoms were also thought to include fainting, high fever, and death.

English ''homesickness'' is a [[loan translation]] of ''nostalgia''. [[Joseph Banks|Sir Joseph Banks]] used the word in his journal during the first voyage of [[Captain Cook]]. On 3 September 1770 he stated that the sailors "were now pretty far gone with the longing for home which the Physicians have gone so far as to esteem a disease under the name of Nostalgia", but his journal was not published in his lifetime.<ref>[[John Beaglehole|Beaglehole, J. C.]] (ed.). The Endeavour Journal of Joseph Banks 1768–1771, Public Library of New South Wales/Angus and Robertson, Sydney, 1962, vol. ii, p.&nbsp;145</ref> Cases resulting in death were known and soldiers were sometimes successfully treated by being discharged and sent home. Receiving a diagnosis was, however, generally regarded as an insult.

In the eighteenth century, scientists were looking for a locus of nostalgia, a nostalgic bone. By the 1850s nostalgia was losing its status as a particular disease and coming to be seen rather as a symptom or stage of a pathological process. It was considered as a form of [[melancholia]] and a predisposing condition among suicides. Nostalgia was, however, still diagnosed among soldiers as late as the [[American Civil War]].<ref>Wisconsin Public Radio, ''To the Best of Our Knowledge'', "Svetlana Boym on Nostalgia", 2002 November 3</ref> By the 1870s interest in nostalgia as a medical category had almost completely vanished. Nostalgia was still being recognized in both the [[World War I|First]] and [[World War II|Second]] World Wars, especially by the American armed forces. Great lengths were taken to study and understand the condition to stem the tide of troops leaving the front in droves (see the [[BBC]] documentary ''[[Century of the Self]]'').

Nostalgia is triggered by something reminding an individual of an event or item from their past. The resulting emotion can vary from [[happiness]] to [[sorrow (emotion)|sorrow]]. The term "feeling nostalgic" is more commonly used to describe pleasurable emotions associated with, or a longing to return to, a particular period of time.

===Romanticism===
Swiss nostalgia was linked to the singing of [[Kuhreihen]], which were forbidden to Swiss mercenaries because they led to ''nostalgia'' to the point of desertion, illness or death. The 1767 ''Dictionnaire de Musique'' by [[Jean-Jacques Rousseau]] claims that Swiss mercenaries were threatened with severe punishment to prevent them from singing their Swiss songs. It became somewhat of a ''topos'' in Romantic literature, and figures in the poem ''Der Schweizer'' by [[Achim von Arnim]] (1805) and in [[Clemens Brentano]]'s ''Des Knaben Wunderhorn'' (1809), as well as in the opera ''Le Chalet'', by [[Adolphe Charles Adam]] (1834), which was performed for [[Queen Victoria]] under the title ''The Swiss Cottage''. The Romantic connection of ''nostalgia'' was a significant factor in the enthusiasm for Switzerland and the development of early [[tourism in Switzerland]] that took hold of the European cultural elite in the 19th century. German Romanticism coined an opposite to ''Heimweh'', ''Fernweh'' "far-sickness", "longing to be far away", like ''[[wanderlust]]'' expressing the Romantic desire to travel and explore.

===In rhetoric and communication===
Nostalgia has been frequently studied as a tool of rhetoric and persuasion. Communication scholar Stephen Depoe,<ref>{{cite journal|last1=Depoe|first1=Stephen|title=Requiem for Liberalism: The Therapeutic and Deliberative Functions of Nostalgic Appeals in Edward Kennedy's Address to the 1980 Democratic National Convention|journal=Southern Journal of Communication |date=1990|volume=55|issue=2|pages=175–190|doi=10.1080/10417949009372786}}</ref> for example, writes that in nostalgic messaging: “a speaker highlights a comparison between a more favorable, idealized past and a less favorable present in order to stimulate [nostalgia]. . . . [linking] his/her own policies to qualities of the idealized past in order to induce support” (179). Rhetorician William Kurlinkus<ref>{{cite journal|last1=Kurlinkus|first1=William|title=Nostalgic Design: Making Memories in the Rhetoric Classroom|journal=Rhetoric Society Quarterly |date=2021|volume=51|issue=5|pages=422–438|doi=10.1080/02773945.2021.1972133|s2cid=244136140}}</ref><ref>{{Cite book|title=1. Nostalgic Design: Rhetoric, Memory, and Democratizing Technology|last=Kurlinkus|first=W.|publisher=U Pittsburgh Press|year=2019|isbn=9780822965527}}</ref> taxonomizes nostalgia on this foundation, arguing that nostalgic rhetoric generally contains three parts:
# A loss or threat in the present: the chaotic change that nostalgia responds to. Though some theorists<ref>(Davis)</ref> argue that the ideal must truly be lost, other scholars including Kurlinkus argue that the ideal may simply be threatened to trigger nostalgia.
# A nostalgic crux: a person, group, corporation, et al. that is blamed for the loss of the nostalgic ideal. To perform such scapegoating, the nostalgic crux is usually presented as a force of newness and change. Defeating this outsider is positioned as a source of recovering the good memory. Such cruxes have include groups from polluting corporations to immigrants.
# Hope: Finally, Kurlinkus argues that though nostalgia is often performed ironically it almost always has a true hope for recovering the good memory (whether this means some kind of true restoration or a more symbolic recovery of an ethic). Such hope differentiates nostalgia from similar emotions like melancholia, which contains all of nostalgia's longing for lost ideals without a desire to move out of that past.

Kurlinkus coined the term "nostalgic other" to describe the ways in which some populations of people become trapped in other people's nostalgic stories of them, idealized as natural while simultaneously denied sovereignty or the right to change in the present. "Nostalgic others differ from other scholarly discourse in that their alterity is not primarily based in race or ethnicity." Kurlinkus wrote. "Rather, in concurrent identifications and divisions, the nostalgic other is distinguished from the rhetor by time. We live in the present; they live in the past. The creation of the nostalgic other allows mainstream populations to commodify the racial purity and stability of the past but refuses the community agency to change in the present by highlighting its negative traits.

=== As an advertising tool ===
In [[Media (communication)|media]] and [[advertising]], nostalgia-evoking images, sounds, and references can be used strategically to create a sense of connectedness between consumers and products with the goal of convincing the public to consume, watch, or buy advertised products.<ref>{{Cite book|title=Mediated Nostalgia|last=Lizardi|first=R.|publisher=Lexington Books|year=2015|location=Maryland}}</ref> Modern technology facilitates nostalgia-eliciting advertising through the subject, style, and design of an advertisement.<ref>{{Cite book|title=Media and Nostalgia|last=Niemeyer|first=K.|publisher=Palgrave Macmillan|year=2014|isbn=978-1-137-37588-9}}</ref> The feeling of longing for the past is easily communicated through social media and advertising because these media require the participation of multiple senses, are able to represent their ideas entirely, and therefore become more reminiscent of life.

Due to efficient advertising schemes, consumers need not have experienced a specific event or moment in time in order to feel nostalgic for it. This is due to a phenomenon referred to as [[wikt:vicarious|vicarious]] nostalgia. Vicarious nostalgia is a feeling of [[Depression (mood)|wistful]] yearning for a moment that occurred prior to, or outside of, the span of one's memory, but is relatable (has sentimental value) due to repeated mediated exposure to it.<ref name=":0">{{Cite journal|last=Merchant|first=A|date=2013|title=Effects of advertising evoked vicarious nostalgia in brand heritage|journal=Journal of Business Research|pages=66}}</ref> The constant propagating of advertisements and other media messages makes vicarious nostalgia possible, and changes the ways we understand advertisements and subsequently, the way consumers use their purchasing power.

Examples of nostalgia used to provoke public interest include nostalgia-themed websites<ref>{{cite web |title=DoYouRemember.com |url=https://doyouremember.com |website=DoYouRemember? |publisher=DoYouRemember? Inc. |access-date=25 October 2019}}</ref> such as  [https://wantnostalgia.com/ Want Nostalgia?], [http://thenostalgiamachine.com/ The Nostalgia Machine], and [https://doyouremember.com/100246/good-humor-ice-cream-trucks DoYouRemember?], and revamps of old movies,<ref>{{cite web |title=Oceans 11 1960 Version |url=https://www.imdb.com/title/tt0054135/ |website=IMDB}}</ref> TV shows, and books. Vintage, rustic and old-fashioned design styles can also be seen in nostalgia-based ad campaigns that companies such as [[Coca-Cola]] and [[Levi Strauss & Co.]] use.<ref name=":0" />

Developed within the marketing discipline, '''forestalgia'''[https://doi.org/10.1080/00913367.2022.2036652], defined as an individual's yearning for an idealized future, serves as a future-focused counterpart to nostalgia.<ref>{{cite journal |last1=Barnwell |first1=R Wixel |last2=Collier |first2=Joel |last3=Shanahan |first3=Kevin J |title=Nostalgia and Forestalgia: Insights, Evaluation, and Implications for Advertising and Product Typology |journal=Journal of Advertising |date=5 April 2022 |volume=50 |issue=5 |pages=19 |doi=10.1080/00913367.2022.2036652 |s2cid=247988600 |url=https://doi.org/10.1080/00913367.2022.2036652 |access-date=8 April 2022}}</ref> Like nostalgia, where only the happy memories are retained, forestalgia explains customers’ intentions to escape the present to a romanticized future where current concerns are no longer an issue. Marketing researchers found that when promoting hedonic and utilitarian products, far-past nostalgia and far-future forestalgia advertisements were most effective in the promotion of utilitarian products. In contrast, hedonic products were better suited for advertisements framed in far-past nostalgia or near-future forestalgia.

===Forms of nostalgia===
'''Decade nostalgia''' existed by the 1930s, when there was nostalgia for the [[Gay Nineties|1890s]].<ref>Rob King. Hokum!: The Early Sound Slapstick Short and Depression-Era Mass Culture. 2017. pp [https://books.google.co.uk/books?id=hbQwDwAAQBAJ&pg=PA160#v=onepage&q&f=false 160] & 161.</ref><ref>Christine Sprengler. Screening Nostalgia: Populuxe Props and Technicolor Aesthetics in Contemporary American Film. 2009. pp 21 & [https://books.google.co.uk/books?id=lGCmqHWeihoC&pg=PA26#v=onepage&q&f=false 26].</ref> Subsequently there has been, amongst others, [[1970s nostalgia]]<ref>Jancovich and Lyons. [https://books.google.co.uk/books?id=VZmFAAAAIAAJ Quality Popular Television: Cult TV, the Industry and Fans]. 2003. p 152.</ref><ref>[https://books.google.co.uk/books?id=vuY8AQAAIAAJ Fashion/cinema]. Electa. 1998.</ref>and [[1980s nostalgia]].<ref>Bob Batchelor. Cult Pop Culture: How the Fringe Became Mainstream. [https://books.google.co.uk/books?id=nuPNEAAAQBAJ&pg=PA47#v=onepage&q&f=false p 47].</ref> There may be nostalgia for a decade before the end of that decade. Decade nostalgia breaks nostalgia into blocks which may cut across genre boundaries, and which may not reflect the actual dates of changes in culture.<ref>Michael Thomas Carroll. Popular Modernity in America: Experience, Technology, Mythohistory. 2000. [https://books.google.co.uk/books?id=WSSARwAmG8kC&pg=PA73#v=onepage&q&f=false p 73].</ref><ref>Ganas. Under the Influence: California's Intoxicating Spiritual and Cultural Impact. [https://books.google.co.uk/books?id=70edtu3bb0sC&pg=PA44#v=onepage&q&f=false p 32].</ref><ref>Bryce McNeil. "Marrying Decade Nostalgia with Nostalgia for the Present: The Transformation of VH1". South-west Texas Popular & American Culture Association Conference. 2007.</ref>