JIBS United Winter Issue 2022

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WORDS FROM THE DEAN

In the business school world, we tend to focus mostly on the future. We educate future leaders and we are concerned with preparing our students for what will come next. We talk about return on investment and we never hesitate to put ourselves through challenges if we think those will generate future benefits.

I have lived with such a mindset for a large part of my life. I have always been hesitant to enjoy the present. I have postponed celebrations, and I have never looked back. The older I get, however, the more I have learned to enjoy the moment, and the more I have realised that looking back is both enjoyable and rewarding.

I was therefore excited when I heard that the theme of this issue would be nostalgia and that there would be texts about childhood memories, childhood dreams, movies, cartoons, and trends from the past; realising that “the past” for me is not the same as the past for the average reader of this magazine.

I experienced two moments of nostalgia recently. The first was when I cleaned my summerhouse and decided to devote a room to my record collection, since decades packed in boxes in a storage room and almost forgotten. I grew up in a village close to Hultsfred where there used to be one of Europe’s largest music festivals in the 1980s and 1990s. Growing up in such a place gave access to the latest trends in music (this was before the Internet and the world was much bigger).

One of the founders of the festival also had a record store, and I spent all my money there. Music was played on vinyl records and compact discs. One thing that struck me when I revisited my collection is that we have dramatically changed the way we listen to music. At that time a song was just part of an album, it was the album rather than the song which carried the expression. Our attention span was longer.

The second moment of nostalgia was when I visited the Husqvarna factory museum. My kids do not like museums, so I had to convince them to join. Once there, it was like entering a world of magic. For them it was science fiction in reverse, for me it was memory lane. We were equally excited. Each room at the museum displays a product category from the amazing history of Husqvarna. From shotguns, sewing machines and wood stoves to lawn mowers, motorcycles and the first prototypes of microwave ovens. Each room brings to life a childhood memory for me, remembering the house and barn at my grandparents place (now the summerhouse with my record collection) and each room brings excitement to my kids, revealing the link between past and present.

Nostalgia or not, I encourage you to allow yourselves to look back sometimes, listen to albums, not just songs, and to visit museums. We need such moments of joy to maintain our focus on future challenges and achievements.

Jerker Moodysson

WORDS FROM THE EDITOR

The time has finally come to present to you the 2022 Winter Edition of the JIBS United Magazine! I hope you will enjoy reading it as much as the team has enjoyed producing the designs and content over these past few months. I would like to thank each and every one member that has contributed to the creation of this beautiful magazine. Without them, this release could not have been possible. I would also like to extend my thanks to everyone that has engaged with the magazine and our podcast, as well as the JSA Board which have been of enormous support this semester.

I am immensely grateful for having the opportunity to become the Project Manager of JIBS United; an association that I hold very dear. Just a year ago I was a writer for the magazine, a position which I thoroughly enjoyed. I was able to explore my creative side and create content for others to enjoy. If you had asked me back then if I would see myself managing the magazine, I would have undoubtedly said no. When I agreed to becoming PM, I knew that the task at hand would not be easy. Now as I write these words, it has not gotten any easier. I can tell you this though, this experience has been incredibly rewarding. The more that I continue working in this position, the more I enjoy it. I have 3 incredible managers to thank that for; 3 individuals that have always been fully involved and willing to make JIBS United, united. Alex, Stella and Lovisa for that, I thank you.

This edition’s theme is Nostalgia. While reading the magazine, we want you to think about nostalgic moments in your lives. Live back the times when you had less responsibilities and anxieties surrounding the world. We have all had a tough few years but instead of dwelling on the worst of it, let’s focus on the fond memories of simpler times.

In this magazine, you will find articles related to fashion, history and music as well as our recurring Coffee Break article with an amazing alumni of JIBS. You may also be able to reminisce with the help of our Nostalgia Word Search!

We at JIBS United sincerely hope you will enjoy this edition of the magazine.

Yuki Baciu-David

90s Fashion is Coming Back!

The historical background of 90s fashion with cargo pants, stripped sweaters, bucket hats, mom jeans

Coffee Break

Meet the JSA Board

- Words From The President - Childhood Objects

Nostalgia: From Diagnosis to Desire

Nostalgia is viewed as quite a positive feeling nowadays but history has viewed it differently

Pictures From JUBEL Event

Top 10 90s Movies

A must watch list that will make you feel nostalgic

To Beat a Dead Cartoon

19 23

Word Puzzle

27

Yuki Baciu-David

- Project Manager

- From Bucharest, Romania

- SED, 3rd yr

- “Time you enjoy wasting is not wasted time.”

- Favourite song: Everybody Everybody by Black Box

Alexandros Bitzarakis

- Managing Director

- From Heraklion, Greece

- Marketing Management, 2nd yr

- “I know what I’m not. I’m searching to find what I am.”

- Favourite song: Autumn Leaves (the Chet Baker version)

Stella Malka

- Events Manager

- From Helsinki, Finland

- SED, 2nd yr

- “Maybe took one, maybe not. (Ehkä otin ehkä en)”

- Favourite song: Video Games by Lana Del Rey

Lovisa Olsson

- Marketing Manager

- From Älvsbyn, Sweden

- Marketing Management, 2nd yr

- “Whatever you do, always give 100%. Unless you’re donating blood.”

- Favourite song: September by Earth Wind & Fire

Aser Hmeidi

- Writer

- From Jordan / Palestine

- International Management, 1st yr - “Veni, Vidi, Vici.”

- Favourite song: False Night by Yorushika

Amrita Bhowmik

- Writer

- From India / Malmö

- International Management, 1st yr - “Fake it till you make it.”

- Favourite song: Needed Me by Rihanna

Julia Stoy

- Proofreader

- From Rappottenstein, Austria

- Global Management, 1st yr

- “The best plans start without a plan.”

- Favourite song: Yellow by Coldplay

-

Aya Henawi

Marketer

- From Jordan / Falköping

- Civilekonom, 1st yr

- “Treat people how you want to be treated.”

- Favourite song: Indigo Night by Tamino

Vidhula Atchishankar

-

Marketer

- From India / Lund

- International Economics, 1st yr

- “Everything happens for a reason.”

- Favourite song: Bad Liar by Selena Gomez

Irene Lixing Esteban Sánchez

- Marketer

- From Valencia, Spain

- MSc in Digital Business, 1st yr - “Karma is a bitch if you are.”

- Favourite song: Impossible to Tell (according to Spotify “Apocalypse”Cigarettes After Sex)

Hongjian Li

- Graphic Designer

- From Ningbo, China - New Media Design, 2nd yr - “Live well”

- Favourite song: Murky Turkey by Vladimir Cosma & Richard Sanderson

Fabio Garcia Jr.

- Photographer

- From São Paulo, Brazil

- Marketing Management, 2nd yr - “Deixa acontecer naturalmente. (Let it happen naturally)”

- Favourite song: Bad Day by Alvin & The Chipmunks

90s Fashion IS Coming Back!

The historical background of 90s fashion with cargo pants, stripped sweaters, bucket hats, mom jeans

WRITER Amrita Bhowmik

As 90s fashion is making a comeback and all the legendary styles have a major revival across social media platforms, it is starting to look nostalgic. Some of the most popular trends for 2022 that you should jump on go from cargo pants and stripped sweaters to bucket hats and mom jeans. The origin of these popular fashion trends, their development, how they are worn, and some styling types are explained below:

Cargo pants originated in the early 90s when they were designed for the British Army to hold field dressings, maps, and other items. However, in 2022 cargo pants can be seen as a staple in almost every fashion enthusiast’s wardrobe. Many influencers such as Bella Hadid and Hailey Beiber can be seen sporting it on the streets, which can be both seen as fashionable and functional due to its multiple pockets. Cargo pants look good with almost anything but they are more often worn with hoodies, sweatshirts, or oversized t-shirts. Nonetheless, they would pair well with a bomber, leather jackets, and even blazers.

Stripped sweaters or Bretton cotton jerseys were mainly worn by sailors and the French navy during the 19th century. They were made with thick local wool to protect fishermen and naval officers from the wind at sea. This sweater has become integral to Scandinavian fashion and has been notably popularised by Swedish influencer Matilde Djerf. Stripped sweaters are versatile and can be casually worn with blue jeans or dressed up with beige/brown trousers. Some other ways of wearing this sweater would be with a black skirt or leggings and faux leather trousers.

Bucket hats were first introduced in the early 1900s and were initially made of wool felt. They were traditionally worn by Irish fishermen and farmers as a way of protection from the rain. Recently, bucket hats have been seen not only on runways but also on the streets worn by many influencers including Emma Chamberlain and Cindy Kimberly. It is also not only fashionable but rather functional as it can protect your face from hot and cold weather. Hence, it is definitely a wardrobe essential. Bucket hats go exceptionally well

when worn with baggy jeans as it is reminiscent of the 90s. However, the ladies can also pair a bucket hat with a sundress or crop top and jeans.

Mom jeans became fashionable in the late 1990s but were mainly worn by adult American women. However, recently they are being worn by women and even men of all ages as these jeans naturally accentuate the person’s curves, providing balance and definition, while they are also perfect for dressing up or down. Some of the best ways to wear mom jeans are either with a simple white t-shirt or with any knitted sweater as can be seen worn by many models when off duty, such as Gigi Hadid and Kendall Jenner.

Overall, 90s fashion has seen a revival this year with many designers, celebrities, and social media influencers revamping and wearing these styles. It is important to acknowledge that the evolution of most of these fashion trends is indicative of how functionality has been embraced by the fashion realm. Sustainability has also been embraced by the fashion industry, with much encouraging shopping at thrift stores or small, ethical fashion companies, rather than shopping from large fashion giants that push fast fashion and contribute greatly to the enormous textile waste and pollution of the planet.

NOSTALGIA

From Diagnosis to Desire

WRITER ASER HMEIDI

As we approach exam season, I see myself looking back to better times and reminiscing about mornings I spent procrastinating at the library without a worry in the world and nights I spent throwing back one too many shots at Aka. Retrospection is a past time I’m sure most of us engage in from time to time. The feeling created out of the combination of fondness we have for memories of our past and a touch of sadness creates an appreciated escape for us when life gets tough and overwhelming. This familiar feeling is nostalgia.

I’m sure most of us end up indulging in nostalgia often. Whether it be the longing for days when life was easier or reminiscing about the presents you got when you were young. All of us have that desire to go back to a time we look fondly back on. However, nostalgia has not always been seen as a pastime for people to recall fond memories.

The word ‘nostalgia’ is derived from the Greek words for ‘returning home’ and ‘pain’. This fact is likely new to a lot of people, me included, because nostalgia nowadays is often, if not always, associated with the desire to go back to a better time. The yearning for home is something I’m

sure a lot of us, especially international students, have experienced this year. However, this desire to go home is rarely labeled as pain when people talk about their homesickness. So how come this is a commonly used word when we want to try and communicate longing is made up of one half pain? To answer that we are going back to the 17th century.

Back in the day, nostalgia was viewed as quite a serious medical condition. People who suffered from nostalgia quite strongly were soldiers, who would miss their homes desperately enough they would end up breaking down and being unable to fulfill their duties. As a result, armies would try and cure nostalgia in different ways. The French, for example, tried a “Scare it out of them” strategy in which doctors inflicted pain and terror on patients in the hope that the nostalgia would stop. This, unsurprisingly, did not work in the least

Nostalgia is viewed as quite a positive feeling nowadays but history has viewed it differently

and ended up with a multitude of issues and was quickly stopped. The Americans on the other hand tried to “Shame it out of them” approach. Nostalgia was seen as something only weak-willed, unpatriotic men would have. The American treatment for it involved ridiculing the patients, bullying as well as administering a healthy dose of public humiliation. This treatment of nostalgia, much like the French one, led nowhere and only made people suffering from nostalgia isolate themselves even more.

It was not until the Swiss doctor Johannes Hoffer that a cure for nostalgia was developed. It took a series of trials and conversations with soldiers for Hoffer to discover the cure. The only cure for nostalgia was to send the soldiers back home. It was that simple. The only consistent way to cure nostalgia was to have soldiers return to what they missed so much.

Now that Christmas is just around the corner, I find myself reveling in memories of the Christmas holidays I spent with my family. The lavish dinners and alcoholfueled discussions we had over blasting Christmas carols is something that makes me very nostalgic . I’m sure many of you feel the same way. Whether you are a Swedish student or an international student, Christmas is one of the most nostalgic times of the year. We have people and places with whom we associate so many meaningful memories that to be separated from them at such a happy time is just plain miserable.. But unlike the soldiers of the 17th century, today we have ways to connect with our loved ones.

Throughout my unqualified and often clumsy research into this topic I have

developed my own kind of cure for nostalgia. It’s hard to be alone during such nostalgic times, and for some of us, it’s also impossible to visit the places and people that make us nostalgic. So let us use this Christmas to create fresh memories with new people that we can look back on and be nostalgic for in a few years. Even though I will still find myself thinking back to the “good old days” I hope that, much like it has been for me, the longing of nostalgia is quenched by the new friendships you made during this year.

COFFEE BREAK Exploring and achieving childhood pursuits

WRITER Yuki Baciu-David

Icaught Stella during one of her breaks on a particularly chilly Thursday afternoon, as we meet online. She agreed immediately to be the interviewee for this Winter Edition of the magazine! As our theme is Nostalgia, the main focus of this Coffee Break is exploring and achieving childhood pursuits and if/ how they have changed. Stella and I sit in front of our computers and reconnect about our university experiences. Most notably, she also was part of the magazine during her time here at JIBS! I hope that her words and experience are as absorbing to you as it was for me, a student ready to embark on a journey through adulthood. Stella hails originally from Germany but has also lived in Sweden and Spain. She studied at JIBS only until recently, as she graduated this year, in 2022.

In her free time, Stella is an avid reader and writer. From a young age, she was a blooming creative, taking singing classes and reading even as many as 2 books a day. Ever since, she keeps these hobbies private. She says there are too many creatives in the world at the moment and studying to improve her knowledge is not feasible in this decade. ‘’In my next life, I will be a singer. I don’t have any regrets.’’

However, she has never let go of her dreams of writing and her creativity continues to flourish in her day to day life. In fact, she is already a published author! Her creative soul led her into marketing which is also a personal pursuit. She tells me how marketing is imperative for a book’s success and that in some ways it is very much compatible with her creative pursuits. Despite only having graduated approximately 5 months ago at the time of writing, she has already embarked on a career in the business industry.

Presently, she works as a Business Development Associate for Gartner, in HR sales. You may recognize that name, and rightfully so, as Gartner is best known for its management consulting services. It has an extensive presence around the globe with a workforce of approximately 16000 employees in 100 offices, worldwide. Stella encountered this opportunity while pursuing her double degree in Spain and started to work right after her graduation. Working in sales helps her fuel her personal interests and improve the skills she needs to succeed in the publishing industry. She loves her job but her connection to writing is more intimate and personal; her personal endeavours are more meaningful. Nevertheless, in her position, she learns a lot related to her interests.

‘’People now more than ever want to do the jobs they have always dreamt of. A lot of them are doing their jobs in order to fulfil what they wanted to be in their younger days’’

You may have noticed a pattern in this article already, it always goes back to her writing and personal hobbies in her childhood.

BREAK

We are a generation that is incredibly adaptable. We pull inspiration from anything and everything around us and will not stop until we are fulfilled in our private and work life. But often, we may see the beginning of our work lives as the beginning of the end. Our jobs and the opportunities that come along with them should however be a driver rather than an end destination. Being creative does not have an age limit. Do not stop writing, do not stop singing, you just have to continue pursuing it. There will be obstacles on the way, but do not forget what the young you had set out to become in the world.

WORDS FROM THE PRESIDENT

“I wish there was a way to know you’re in the good old days before you’ve actually left them” (Andy Bernard, The Office).

Have you ever seen the movie Ratatouille, in which a rat aspires to become a chef? Please watch it if you haven’t already. The food critic consumes the rat’s meal in a scene, and when he does, he is immediately transported back to the lunch his mother used to cook him when he was a child. This scene in particular does an excellent job of capturing the impact of nostalgia. It can be a sound, a sight, a smell, a taste, or even a touch that makes us relive the “good old days”: the aroma of buttery popcorn transports us back to the cinemas, when we see dogs we think about our own, the feel of a plush pillow reminds us of our childhood favourite blanket, and we are taken back to our best road trip by an old tune.

Use your nostalgia to your advantage whenever it strikes; instead of lamenting not being in the past, celebrate the present because in the future nostalgia will strike about the present you are currently in. The lesson of nostalgia is to treasure the things we have now because we shall miss them in the future. Use your past memories as reinforcement to help you cope with stress. Build Legos, watch a football game or go to the movies, you’ll be transported back and your levels of stress should decline. Take the opportunity to try something new or go on the road trip that your buddies are always talking about. You should use nostalgia as motivation to take on new challenges. Either you’ll have the time of your life or you’ll learn valuable lessons.

Jose Alvarado

JSA BOARD

MEET THE

President Evelynn Engdahl Vice President

Jose Alvarado

Thea Rosenkilde Head of Marketing

Emilia Berg Head of Social

Emilija Mara Roze Head of International

Jesper Jonsson Head of Administration

Margit Mijatovic Head of Internal

Therese Brink Head of External

Douglas Maspers Head of Treasurer

MEET THE JSA BOARD

‘What is something that reminds you of your childhood?’

Margit: Something that reminds me of my childhood are swimming floaties. While growing up in Germany my whole family still made sure that I don’t forget where I come from. So we spend most of our holidays in Croatia at the beach. These floaties did not only keep me alive when my sister tried to drown me, but also helped me swim above the yucky seagrass. Btw I still love my sister hihi. Also, best beach snacks: plazma, burek & lubenica!

Jesper: “Dial up internet. Our flat still had dial up in like 2005. My mom would often shout at my then teenage sisters to “get off the fucking phone” so she could connect to the internet. Besides, British panel shows, we had British channels on our cable subscription and my parents loved that shit and in the end, so did I.”

Emilia B: hönökaka with messmör

Thea: kinder surprise eggs

Therese: oboy and cheese sandwiches after school

Evelynn: indomitable success

Jose: Songs always bring me back to my childhood. But not songs that I search, but the ones that someone else plays and that I’m not expecting to listen to. If they are

connected with my childhood, they will bring me back in time.

Emilija: Occasional day on the weekend in Latvia during summer brings me back the most nostalgia from my childhood: I wake up early in the morning with my family to go help my grandpa in his summer cabin with a wonderful garden and well kept greenhouse. It’s the feeling of getting out of the car after driving for what feels like forever and taking off your shoes to feel the long grass that hasn’t been cut it couple of weeks, still feels a bit wet after the nightly dew and has some fallen apples hiding in it, smell of the small, old summer cabin that hasn’t been aired out for some time and the radio that is so old that you can listen to only one station. The smell of just lit fire wood that gets taken over by a freshly grilled shashlik with just picked tomatoe, cucumber, dill and sour cream salad for lunch. And a quick swim in a cold river down the road to cool off after some work and quick chatt with neighbors. Now in my twenties, I get to visit only few days a year but as a child I

TEXT MEMBERS FROM JSA BOARD

have the warmest memories of spending my summers there and living with my grandparents for a week or so at a time.

Douglas: One thing that reminds me of my childhood is whenever i hear or read things about the organisation United Nations. When I was in my last year of kindergarten I lived in Pakistan for 1 year

because my dad worked with UN, more specifically with trying to bring peace between two countries that were at war with each other. The mission stretched over one year so he decided to bring the whole family with him, which really was an interesting and unusual experience.

JUBEL EVENT

Top 10 90s Movies

The 90s was a renaissance-like era for movies. It gave the public numerous iconic and classic movies that transformed Hollywood greatly into what it is today. If you are feeling a little nostalgic and want to dive into some of the best 90s movies, here you will find the top ten you must watch!

WRITER Amrita Bhowmik

Clueless is a comedy with a 6.9/10 IMDB score. It is a must-watch if you want to relive the 90s experience of American fashion and the typical high school experience, experienced through the eyes of the protagonist, Cher. There is never a dull moment in this teen flick. Realistically, I would not say that it accurately represents the life of an American teen, nonetheless, it is a funny, clever, and easy-to-watch movie.

Space Jam is a sports comedy with a 6/10 IMDB score. It is a staple movie of the 90s that will be both enjoyed by basketball lovers and looney tunes enthusiasts. Although it might not be the deepest, most perfectly written movie, it is surely a fun, action-packed film with some classic songs like “Space jam” and “I believe I can fly”.

Pretty Woman is a timeless rom-com with a 7/10 IMDB score. It stars the two elite actors, Julia Roberts and Richard Gere, and it centers around a prostitute who falls in love with a rich businessman. It has all the elements that make a classic movie: good acting, romance, comedy, and a lot of emotion.

Notting Hill is one of the great classics of the romance genre with a 7.2/10 IMDB score. It can be easily considered one of the best feel-good movies of that era and I believe that most people would find it entertaining due to its solid storyline. It is nothing short of a classic, and it passes a great message that nothing is impossible in love.

Titanic is an absolute masterpiece and a personal favorite with a 7.9/10 IMDB score. This romance film evolves around an almost Shakespeareanstyle tragedy that glues you to the screen. It will inevitably make you emotional and is like nothing you will ever watch. Overall, the movie has wonderful acting, directing, storyline, and costume design. It just has it all.

Jurassic Park is one of the groundbreaking and futuristic films of the 90s fiction films era with an 8.2/10 IMDB score. It is full of action and outstanding CGI, being a 1992 movie. It is guaranteed to put a mark on you as the plot goes step by step engrossing you in the story. Even though it has some plot holes, I still think it is a movie that makes you think about the ethical side of bringing back dinosaurs. The acting is great, and it has stunning animatronics for the 90s.

The Truman Show is a unique movie with an 8.2/10 IMDB score. Its intelligence will get you questioning reality and wondering if free will is really a thing. This science fiction masterpiece will have you engaged in every moment as it shows how a man’s whole life is a documented TV show without him knowing. It is definitely revolutionary and brilliant, and it will have you hooked until the end.

Goodfellas is a classic “mob film” with an 8.7/10 IMDB score. It is based on the story of the American mobster Henry Hill. It has a compelling and remarkable direction and it definitely gives an accurate picture of how gruesome the nature of New York City was from the 50s to the 80s. Overall, it is an interesting rollercoaster ride that the watcher will definitely enjoy.

1

The Shawshank Redemption is arguably the greatest 90s crime drama with a 9.3/10 IMDB score. Applauded by many film critics, this movie is an engagingly simple goodhearted film, with just enough darkness around the edges to give contrast and relief to its view of human nature. It is based on one of Stephen King’s novels and is a distressing tale about the triumph of the human spirit. A quote from this film that really stood out to me was “hope is a good thing, probably best of all, and good things never die”.

So here you go! The top 10 90s movies that will certainly make you feel nostalgic and remind you of your childhood. If you have watched all of these films, you definitely have great taste in movies!

The focus on profit that comes at the cost of creativity

WRITER ASER HMEIDI

To Beat a Dead Cartoon

SpongeBob, Tom & Jerry, Phineas and Ferb. I’m sure that just by mentioning the names of these cartoons, they were able to evoke some nostalgia along with a fond memory of watching one of these series as a child. For many of us, cartoons are something we are very nostalgic about because they remind us of a simpler time when our biggest concern was what would happen in the next episode of the show we were watching. The simplicity of that time combined with nostalgia creates a fondness for every cartoon you watched as a kid. But what if I told you that these nostalgic series are slowly losing the spark they once had?

Recently during one of my usual bouts of procrastination at the library, thoughts about shows I used to watch when I was younger popped into my head as I was trying to escape the economics questions in front of me. SpongeBob, in particular, came to my mind because I had such fond memories of watching my favorite show after a long day of school. Just remembering childhood days spent watching SpongeBob sparked a deep sense of nostalgia, so ditching the questions in front of me I decided to head home to watch the show. After a brief search I was greeted with the new reboot of SpongeBob. Against my better judgment, I decided to dive right into the reboot to try and relive some of my nostalgia. Dear reader, this was probably the worst way I could go about rekindling my nostalgic days. The loveable art style was completely replaced with 3D rendered models for the characters, the writing was incredibly lazy, and above all else it lacked the personality it once had.

irked me greatly, so I decided to look more deeply into reboots of animated series to find out how prominent they are and the reason for this low effort reboot. First, I looked into the prominence of reboots. To my horror, Tom & Jerry, Scooby Doo, and Garfield, among many other beloved cartoons, had received terrible remakes. After a quick search, it was clear it had become something of a trend lately to remake old, popular series and do a terrible job of it. The reason for these reboots was also quite simple: money. Each of these beloved franchises was worth hundreds of millions of dollars. The SpongeBob franchise alone was worth an outstanding $14.8 billion.

This emphasis on profit is evident in the cartoon industry, where everyone is more focused on making money off nostalgic cartoons rather than creating a cartoon that lives up to the nostalgia.

Unfortunately, as the world becomes increasingly capitalist and the importance of the profit motive is stressed, we find ourselves in times where the maximization of profit is most important. In a capitalistic sense it makes sense for you to reuse a beloved franchise that many people are nostalgic about. If a cartoon people loved and were nostalgic about is remade, they are much more likely to watch it than if it is a new cartoon. This allows the owners of the franchise to serve more than one market, as the reboot would appeal to both older people who are nostalgic about the show and kids who watch cartoons.

Seeing a cartoon I had fond memories of being turned into a shell of its former self disappointed me greatly. The reboot felt like a lot more of a cash grab than a creative sequel to a beloved series. This

The unfortunate consequence of this is that we end up with a rushed product that focuses only on capitalizing on nostalgia.

Instead of coming up with new and creative cartoons, companies focus more on marketing their successful cartoons, even if it is at the cost of ruining the legacy they once had. Nostalgia is only as important to these people as the amount of money they can make from it. Rather than capitalizing on nostalgia, we should be creating wonderful cartoons so that the next generation has something to be nostalgic about. Instead of beating a dead horse, we should love and raise a new generation of horses.

NOSTALGIA WORD SEARCH

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“I discovered somewhat to my surprise that when you look in the rearview mirror, you do not see what has gone past, you see what is coming. The rearview mirror is the foreseeable future. It is not the past at all... Nostalgia is the name of the game in every part of our world today, but nostalgia is a kind of rearview mirror. It’s also the shape of things to come. When people have been stripped of their private identities they develop huge nostalgia.”

Marshall McLuhan