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Capitalist Necromancy: The Danger of Nostalgia as Merchandise



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Sources

Essays:
River Quintana, The Cult of Yesterday, Capitalism, Necromancy, and the Dark Side of Nostalgia, 2024

Mark Fisher, Hauntology, Nostalgia and Lost Futures, Interviewed by V. Mannucci & V. Mattioli

Tom Vanderbilt, The Nostalgia Gap, 1993

Books:
Mark Fisher, Capitalist Realism, 2009
Guy Debord, The Society of the Spectacle, 1967
Baudrillard, The Transparency of Evil: Essays on Extreme Phenomena, 1990
Fredric Jameson, Postmodernism: The Cultural Logic of Late Capitalism, 1989

Tags: indie sleaze, mark hunter, the CobraSnake, remakes, sequels, prequels, biopics, nostalgia, trump

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45 Comments

  1. Niche comment but I strongly believe that this is the subtext behind the game Kingdom Hearts. It seems like Nomura was predicting/trying to comment on our new reality of repackaged media and franchised nostalgia. The story not only comments on what it does to the media being copied but also what that does to us as humans: The concepts of “nobodies” and “heartless” are about what happens when culture is split or removed from the motivations (heart) that spawned it.

  2. This video came just in time for me as a millenial (turning 32) who lived the 2008 you Gen-Zers are nostalgic about while I myself am currently nostalgic for the 80s Thrash Metal Era that I was never a part of 😀

  3. I remember the whole 1960s/70s garage rock comeback in then mid 2000’s.. and hated it lol 😂 Lately I’ve been noticing a lot of high school and early 20 year olds wearing clothes that mimic those of the mid 1990s. A mix of grunge/hip-hop I guess. Baggy faded hoodies with baggy denim jeans and dirty white shoes. It’s pretty cool!

  4. This is the third video in a month I've watched that's referring to simulacrum and spectacle, and Guy Debord. I'm wondering what recommended reading list y'all are on. Or maybe this is fundamental reading for a study track I just wasn't on?

  5. Capitalism has canceled The futur the thirst and hope of it being anythinelse then wath it is now has been canceled .The syntetic past is the onlything that is allowed.Today is a contruct that was Curated to prevent the futur being anything else.Transparence made everything a syntetic remake of nothing.Revelution had a soundtrack .clicks fashion values mainly revolve arround music styles.Skateboarding being the alternative to football.was illegal AND a meli melo of the underground.bringnig punk and hip hop togeter.It was a rebelious thing from the get go. prevented mainstream It was something that was novelty. this being like hardchore punk was dangerous to capitalalism and the speculative fiction Trasher skateboard a magasine that was sold allongside swank and juggs.Preserving the essence of the underground was not something that could be monetised . then came TRANSWOLRD Skateboarding.Filled with adds and chiping away at it .the Dead kennedys got the first parental advisory sticker like public enemy where labeled antisemitic and (canceled)Because it reached suburbia and it told a satyrical truth of wath was (amirican history) this was the futur they could not have.So they made the x games and it became olympic and soon gatorade said is it safe to monetise now. Toymachine made owning a business vool again .And powell parelta dissapeared and there videos that had only the essence of skating to sell. Became A thing of the past.Then jackass became hollywood and the steeve o persona veterenary medicine as far removed from the essence of rebelion . I remember that epoq has a gut feeling of things not being the futur .A FEELING that i have tonight .you see just this comment is cling to wath i considered the last vestige of not becoming our parents .They had there take on the same feeling in the 70. It hangry this music.Because the futur is on the edge of a precipiss and the powers at hand have double down on cancelling any futur but theres .Now i dont see mainstream music raising any hairs on an arm.Our grandmothers got pegnant when swing was born.It was raw and didint need lyrics it was the universal language of rebelion.Now the we have this present is your futur outcomes are predicted and manipulated monetised devoid of giving birth to anything novel.clicks and infuencers being arround products and political duality.We grasp that the empty box and the share holders bottom line is the only futur that is allowed.Empty and devoid of anything The RaDio god is finally off spotify made taylor swift or slipknot both being syntetic monetisable mainstream and tonight the futur is cancelled.going ape shit and eating the rich Is all in the past now.And the share holders have bought tecnology. Transmiting only the mold our kids will have .Solvable and willing to be.credit scores and transparency will be used to procuce a sociopathical consumer that care not about essence individual coolness but only wath others think of him.When filmed without the subject being aware you can get essence .if not you say cheeze .Not real cheese but process singles.Comfort food and cum farts

  6. 😂😂😂 This is nothing new. In the 70s American Graffiti was one of the top movies Happy Days was one of the top shows. Nothing was less cool than joining a college fraternity, they were literally dying out, then a movie called Animal House came out that was set about fifteen years in the past. "Scenes" & trends last about five years or less, get co-opted by the mainstream & mass media and then bleed into a new trend, and so on and so on.

  7. In Cleveland, nostalgia is a football team who refuses to be a football team, simply donning the name & uniform of that which was exported to Baltimore.

    The owner………………

    A Pittsburgh guy!
    🙄

  8. I tried to watch a remake Rollerball. I couldn't do it. I just found Simulation by Baudrillard in the bookstore that I live over. I had it before but it was stolen. I read the Situationists: Guy Debord, Rauol Veneigem, etc… I fall a victim to my yesterdays. I grew up in the 70s and 80s. It's hard for me to get into "today." I miss "the old days" but when they (whoever they) try to make it again. Nobody can! I don't know how to use my phone right. It's funny.
    I read Society Of The Spectacle in high school. I saw the spectacle and simulacra back then. You're absolutely right about fossils of culture. I subscribed. I want to hear more from you.

  9. Gen X was fed 1950s nostalgia with Back to the Future, Stand By Me, Wonder Years, Dirty Dancing, etc.. I remember in the early 90s, some schools had sock hop themed dances too.

  10. The first nostalgia marketing/merchandising was early '90s Hot Topic/Spencer's. Leaning especially hard on the Misfits. A band that hadn't existed in a decade at that point.
    The first nostalgia sale I remember though was Grease. I was in grade school in the '70s and remember it coming out and all the long hairs cut their hair.

  11. I like your thinking here; however as a kiddie – in the 70's – I recall TV shows and bands who were stuck in the 50's
    As a young rocker in the 80's we looked back at Hendrix and Led Zep as peak… A new summer of love for 87.
    In the 90's the TV shows and retro disco sounds were looking to the 70's.
    2000's = retro 80,s?
    Is it that our earliest memories are lived out in our early 20,s… Maybe.
    Keep up the great vids!
    The bathtub studio is a great hook!

  12. This culture wasnt localized to New York and LA. During 2007, 2008, it was an extremely odd time to become an adult. We were disenfranchised from years of war. We wanted to be grown ups but that felt like we would play into a broken system. Through partying we looked within and formed lifelong bonds with like minded funloving friends. And now we are grown up. Real bonds have been replaced with digital bonds.

  13. There is nothing left to do that hasn't been done before. Everything created today is created on the basis of past achievements. Even the most abstract of art is something we have already seen previously.
    I grew up in the 80s and I'm horrified that all that same stuff is still around 40 years later. In the 80s, everything from the 70s was discarded. The 90s discarded everything from the 80s and recycled some of the 70s. The 00s went back to the late 60s and then at some point decided that nothing was out of fashion except the notion that there was such a thing as fashion.
    The funny thing about the indie-sleaze era was that while watching it from the sidelines in my early 30s (I liked a lot of the music and started buying records again after five years of zero interest – but was way to old to be part of a scene), I found it to be rather nostalgic, rather like the glam to punk and then the hair rock to grunge transitions. And now it's all happening again as goth makes its third comeback.

  14. Short version: every cool thing gets stolen by rich people, and ruined by them if they cant steal it. Lox. Jeans. The country. Education. Music. Art.

    They are allllll toxic. Period. Wealth is directly correlated with sociopathy in study after study, and you know, in our experience.

  15. as a GenX kid they fed us 1960s and 1970s pop culture. Made it seem way more attractive than it was. I think it's just how it is. Now that i'm starting to get old i don't much like current movies or music. I don't care how cool or open minded you are, you eventually reach a point where new stuff doesn't appeal to you as much stuff that came out from your childhood through maybe your college era. Maybe your generation can come up with a new approach. Feed it into AI then do the opposite or something.

  16. I lived through the Indie Sleaze era, and i couldnt stand it. The music was just fake, middle class white boys boasting about being the new Jam, or The Smiths when they were nothing of the sort. But it was the racial gatekeeping that got me. So yeah, it got very consumerist but the nu metal & uk Garage scenes were at least diverse and experimental, yet almost because of that, they were rejected. I think we need to confront the covert racism that played a role in those backlashes. Sorry to sound all 'woke' but..

  17. When I see a trailer for an Alice Glass biopic I'm blaming my paranoia on you.

    That Crystal Castles cover is it's Abbey Road for the era. It's been and will be recreated uninterrupted for all time.

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