Zeitgeist Nostalgia

'From Trump's backward-looking promise to "make America great again" to the hipster's fondness for a pre-industrial age of craft, nostalgia saturates our world. Gandini's book is a remarkable and insightful guide to this phenomenon, laying out the deep roots of its origins and setting out the contours of its limits.' Nick Srnicek, co-author of Inventing the Future: Postcapitalism and a World Without Work

We live an age of nostalgia, incarnated by populist fantasies of “taking back control” and making nations “great again". In the long aftermath of the 2007-08 economic crisis, nostalgia has been established as the cultural zeitgeist of Western society. Populist fantasies of nostalgia represent a cry for help against the demise of the societal model of the postwar era, based on stable employment and mass consumption.

The promise of an impossible return to the 'good life' of the 20th century, Gandini contends, particularly appeals to the older generations, who are incapable of making sense of the evolution of Western societies after decades of globalization and neoliberal policies. The younger generations, in the meantime, are instead trying to build a new 'good life' based on another form of return, this time to old practices of craft production and consumption.