Updates hate

"Diss on updates" made by Russian blogger sndk, is a video-clip with rap song that praises nostalgia for 00's and denies necessity of updates. Video starts with a short story of three guys getting in contact with each other. The first hero named Sienduk was sitting at home at the computer, when it got blue screen of death, so he called his friend Poperechny, who have been making photos on his "Nokia" mobile phone, and purposed to go to the computer club together. Poperechny called another guy, who have been making a video blog on his camera, and asked him to go all together. Then these three guys went to the club, and asked a girl named Kate on the street to join them. This intro ends when owner of the computer club shuts down all computers, and advises the group to update themselves, so Sienduk starts to hate updates in a rap form, and all four heroes are taking turns in this song. The whole video ends as an advertisement for new Windows 10.

Despite this video clip being a good example of reflective nostalgia, it also has some uncanny and simulacra as well.

Reflective nostalgia seems to be very clear in "Diss on updates", since it has three main points - it keeps past in past, creates aesthetic individuality, it is oriented on the plot and details and it is humoristic and sarcastic.

As an example of keeping past in past, one of the heroes after filming his video says: "That's it! Now we digitize it, then edit, post-synching, and 3 weeks after the video is ready!", and modern viewer feels tree things at the same time. Firs of all it is a joke, and it is funny to see so much excitement about a video being ready in tree weeks. Secondly, of course, it is nostalgic, since it reminds viewer of how it was before. And thirdly, it is confusing, because nowadays video could be simply edited even on the phone for few minutes. Because of that, viewer gets thoughts like "haha, I remember that, this time was great, but I don't want to go back". 

Also, since it is reflective nostalgia, instead of fully aiming to recreate the past, it creates the aesthetic of the 00's. The way how it was filmed, the visual effects during the song, locations and the style of the heroes - all of it is not a reference to a concrete time period on recreation of someone's life, but more as collective image of 00's atmosphere. Because of that, the video creates uncanny feeling as well. The amount of references, and concentration of this 00's energy, and also since video was made in 2017, makes it nostalgic and a bit fake and "too much" at the same time. It also might be uncanny for people from other countries, since is would be familiar, but also really different from their own experience. 

The video is fulfilled with nostalgic details, just as it should. Starting from locations with plenty of elements and ending up with mentioning lots of things and phenomena, that were common before, such as speed dial, rewinding tapes with pencil, curled monitors and etc. All of this things are also used to make humoristic effect. As an example, when one of the heroes says "Cause I'm fed up with Vista, baby" in Russian it sounds almost as "Hasta la Vista, baby" from the Terminator 2, and this reference is very familiar to Russian people and sounds funny. Another example is when Kate sings "The screen stains your eyes? At least I can't see the need for update" what is also funny and sarcastic. So all mentioned makes this video and song not a real worshiping on past and hate for updates, but a joke that makes viewer comfortable and nostalgic.

Finally, as it was mentioned before, this music clip also creates simulacra feeling. Probably it mostly applies for younger people who have never had this experience or it was a small part of their childhood. Some people feel nostalgic for 00's without ever living in that time period because of the atmosphere it creates. This could be seen in some of comments under the video, such as "They were trying to make it old and vintage, but that's exactly what is popular now".