A theoretical approach to vintage: From oenology to media

The term ‘vintage’ is common in our modern-day vocabulary. The concept to which it refers is familiar in the fields of oenology and fashion studies but has also, more recently, appeared in those of media and cultural studies. However, a theoretical and historical exploration of its evolution prior to the 20th century is still missing from much literature. This article is a first attempt to fill this gap by discussing patterns of vintage in contrast to retro and kitsch (notions with which it is often blurred). Vintage and its relationship with nostalgia and media are then analysed as part of the discourses and practices that engage with contemporary obsessions with the past. An examination of historical and more recent vintage patterns also leads us to discuss the uses and production of analogue and digital vintage objects. On a more general level this reflection on vintage within media studies might also be inspiring for other research or professional domains.