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Consumed Nostalgia - Memory in the Age of Fast Capitalism (Paperback)
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Consumed Nostalgia - Memory in the Age of Fast Capitalism (Paperback)
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Nostalgia isn't what it used to be. For many of us, modern memory
is shaped less by a longing for the social customs and practices of
the past or for family heirlooms handed down over generations and
more by childhood encounters with ephemeral commercial goods and
fleeting media moments in our age of fast capitalism. This
phenomenon has given rise to communities of nostalgia whose members
remain loyal to the toys, television, and music of their youth.
They return to the theme parks and pastimes of their upbringing,
hoping to reclaim that feeling of childhood wonder or teenage
freedom. Consumed nostalgia took definite shape in the 1970s,
spurred by an increase in the turnover of consumer goods, the
commercialization of childhood, and the skillful marketing of
nostalgia. Gary Cross immerses readers in this fascinating and
often delightful history, unpacking the cultural dynamics that turn
pop tunes into oldies and childhood toys into valuable commodities.
He compares the limited appeal of heritage sites such as Colonial
Williamsburg to the perpetually attractive power of a Disney theme
park and reveals how consumed nostalgia shapes how we cope with
accelerating change. Today nostalgia can be owned, collected, and
easily accessed, making it less elusive and often more fun than in
the past, but its commercialization has sometimes limited memory
and complicated the positive goals of recollection. By unmasking
the fascinating, idiosyncratic character of modern nostalgia, Cross
helps us better understand the rituals of recall in an age of fast
capitalism.
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