Nostalgia on Douyin: How the COVID-19 Pandemic Drove Chinese Social Media Users to the Past
The COVID-19 pandemic dramatically reshaped our lives, impacting not only our physical health but also our mental well-being. Social isolation, economic hardship, and the constant fear of the unknown created a breeding ground for psychological distress. In the face of these unprecedented challenges, individuals sought solace and coping mechanisms in various ways. This article explores the significant increase in nostalgic social media use, specifically focusing on the consumption of nostalgic music on Douyin, the Chinese version of TikTok, during the pandemic.
Social media platforms have become increasingly intertwined with our emotional lives, influencing how we experience and express feelings. Nostalgia, a sentimental longing for the past, offers comfort and a sense of continuity, particularly during times of crisis. With the world in turmoil, it was perhaps inevitable that people would turn to social media to connect with the past. This phenomenon, known as nostalgic social media use, involves using platforms like Douyin to engage with nostalgic content, such as reminiscing over old photos, rewatching cherished videos, or listening to music from bygone eras.
The COVID-19 pandemic, with its associated lockdowns and social distancing measures, created a fertile ground for nostalgia to flourish. Existing research has shown a strong correlation between pandemic-related stressors, such as loneliness and isolation, and increased nostalgic feelings. This study delves into the specific case of Douyin, one of China’s most popular social media platforms, to investigate how the pandemic impacted nostalgic engagement, particularly through music consumption.
This research employed a novel approach to quantify nostalgic social media use. Leveraging Douyin’s publicly available Search Index, which reflects the search volume for specific keywords, the study analyzed the weekly search volume for keywords related to nostalgic songs. This innovative method addressed methodological limitations of previous studies that relied on arbitrary definitions of nostalgia, such as simply using the age of a song. By focusing on actual search behavior, the researchers gained a more accurate measure of users’ active engagement with nostalgic music.
The results of the interrupted time series analysis were striking. A significant and immediate surge in nostalgic social media use was observed immediately following the initial lockdown in Wuhan, the epicenter of the pandemic in China. This initial spike was then followed by a continued, albeit slower, increase in nostalgic song searches throughout the study period. Furthermore, the study identified two additional peaks in nostalgic song searches coinciding with subsequent waves of COVID-19 outbreaks in China, suggesting a direct link between pandemic-related stress and the desire to connect with the past.
The findings of this study contribute significantly to our understanding of the complex interplay between social media and emotional coping during times of crisis. While previous research has documented the increased use of social media during the pandemic, much of this has focused on instrumental motivations, such as staying informed or maintaining social connections. This research highlights a different driver: the use of social media as a platform for self-soothing and emotional regulation through nostalgia. This study also offers valuable methodological insights for future research on nostalgia, demonstrating the potential of leveraging digital data to quantify complex psychological constructs.
However, it is important to acknowledge the limitations of this study. The data is limited to Douyin, potentially excluding individuals without access to the platform. Furthermore, focusing solely on nostalgic song consumption doesn’t capture the full spectrum of nostalgic social media use. Future studies can strengthen these findings by incorporating other expressions of digital nostalgia and employing multi-platform analysis. While this research doesn’t fully disentangle the influence of increased general social media use from specifically nostalgia-driven use, it offers valuable insights into how individuals navigated the emotional challenges of the pandemic. The study’s findings offer valuable implications for public crisis management, suggesting the potential of nostalgia-based interventions delivered through social media platforms to support mental well-being during future crises.