In case you’ve been living under a rock, the highly anticipated film adaptation of the Broadway musical Wicked hit theaters, and it’s all anyone is talking about. This two-part cinematic spectacle brings the magical Land of Oz to life, reimagining the classic story of the Wicked Witch of the West. The movie, titled Wicked Part 1, covers the first act of the musical and tells the story of Elphaba, the misunderstood green-skinned girl who becomes the Wicked Witch, and her complex relationship with Galinda, the popular and bubbly witch who later becomes Glinda the Good Witch.
Wicked is the first movie in a long time that has gotten everyone and their mother back to the movie theaters. The film stars Cynthia Erivo as Elphaba and Ariana Grande as Glinda. Wicked Part 1 is already a box office success with positive reviews from critics. Beyond the visuals and musical numbers, the Wicked movie is successful because it also taps into a powerful emotion: nostalgia.
Watching a familiar story unfold on screen can evoke strong feelings of longing for the past. For those who grew up with the musical or the original book by Gregory Maguire, the film serves as a portal back to cherished memories. It does the same for those familiar with The Wizard of Oz, but what exactly is nostalgia? Is it good? Or is there something Wicked going on?
What is Nostalgia?
Nostalgia is a sentimental longing or wistful affection for the past. It's often triggered by sensory experiences like music, scents, or familiar narratives that transport us back to a time and place filled with positive emotions. While predominantly positive, nostalgia can also be bittersweet, tinged with sadness for what's been lost.
The Pros of Nostalgia
Nostalgia is more than just a sentimental feeling; it can have a profound impact on our well-being. Research has shown that nostalgia can:
Increase social connectedness. When we reminisce about the past, we often think about loved ones and meaningful social interactions. This can make us feel closer to those people, even if they are no longer physically present. Nostalgia has even been shown to be transferable between generations.
Boost meaning in life. By reminding us of times when we felt loved, valued, and connected, nostalgia can reinforce a sense of purpose and significance.
Promote self-continuity. As we age, we inevitably experience changes that challenge our sense of self. Nostalgia can help bridge the gap between our past and present selves, reminding us of our core values and the experiences that have shaped us.
The Cons of Nostalgia
While nostalgia offers many benefits, there can also be drawbacks:
Pathological nostalgia can hinder personal growth. In some cases, an excessive focus on the past can prevent us from fully engaging with the present and moving forward in our lives. This can lead to a state of stagnation and prevent them from addressing current challenges.
Nostalgia can be used to manipulate. Marketing and media often leverage nostalgia to sell products or promote certain agendas. This can lead to a distorted view of the past and prevent critical engagement with history.
Nostalgia can be a source of negative social consequences. Recent research has shown that nostalgia can, in certain circumstances, foster negative outcomes such as bribe-taking. More research is needed to understand the consequences of nostalgia's social effects.
Now Wicked itself may not be employing these tactics, but working in marketing, I like to be careful when I’m exposed to something I know I already like. With nostalgia, comes the ability to put people at ease. It’s not the manipulation we expect that we fall victim to. The manipulation we fall for is the manipulation that makes us feel good first.
Sources:
Nostalgia: An impactful social emotion: Jacob Juhla and Marios Biskasb
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