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Don Draper Sells Facebook Timeline

Now that Facebook is forcing us to curate our lifetime in photos, quotes, and memorable moments as a sort of constructed totem of selective memory on Timeline, I think it’s appropriate to revisit this wonderful and clever Mad Men remix/commercial for FB Timeline.  If you somehow missed the Draper Timeline video that was traveling around Facebook and beyond, click here.  In the commercial, Don Draper says:

Nostalgia, the pain from an old wound… it’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship; it’s a time machine.  It goes backwards and forwards. It takes us to a place where we ache to go again…

This is the video:

So how do you feel about the new Timeline?  Will you experience Timeline like an outsider looking in on your own life?  Will you become a voyeur keeping maintenance on memory, enviously eyeing your past? Will you feel nostalgic and yearn for a fabricated, selected, and patched together life that never really existed?  As the metaphorical slides click around the carousel, highlighting moments that have been carefully chosen, curated, categorized and tagged, will you feel an oddly nostalgic twinge of sadness for the memories and photos that didn’t make the cut, weren’t highlighted?  Memory is constructed, after all.  And Timeline is the hip new manual memory.  No memory is accidentally stored anymore.  We build our lives backwards on a techno-totem and chisel them into a type-able and eternal Timeline, reconstructing every moment since birth and putting it on display.

Before the mandatory migration to Timeline happens, you might want to click here and check out this article from Time, called “5 Things You Should Know About Timeline Before the Facebook Timeline Switch Happens,” via @2morrowknight.

Click here to read this article in Fast Company, called “Who Owns Your Personal History.”

From the article:

In an era when nearly everything we do is recorded, we have less control over what we choose to remember, and perhaps more crucially, what to forget… there is another, more subtle aspect to the inexorable growth of digital archives that store not only the worst things we have done, but everything we have done. To the extent that the past helps define us, it does so not only in terms of our greatest public triumphs and failures, but also through the mundane actions and daily experiences that in the aggregate can be far more important…  our personal history lies scattered throughout cyberspace. And, as illustrated by Facebook’s late-January decision to require all users to switch to Timeline, which will make it much easier to view the entire history of posts made on the site, we often have less control over that information than we might like to believe…

Perhaps in the future we’ll eradicate forgetting (or we’ll forget that we’ve forgotten).  We’ll become entirely reliant on our digital nervous systems and we’ll manually shape and store our realities in some repository that exists outside of ourselves.  Someday soon, our uber-whittled digital faces, devoid of red eye, photoshopped and slick, will line the totem of Timeline, teaching us to look outward and put borders around mental clippings. We’ll become accustomed to our interchangeable and newly minted mosaic soul-selves, saturated and stylized, as Instagram filters trace cracked patterns over the mind’s eye.




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