Since the term nostalgia first became common currency, no area of life has been associated with it more than popular culture. From Alvin Toffler onward, intellectuals frequently drew on revivals of past styles in music and fashion or used films and television series set in the past as examples to substantiate their claims that nostalgia had become omnipresent.
Early in 2004, a buoy was released into the waters off Argentina. Half of the buoy was dark and the other light, like a planet in relief. The buoy sailed east, accompanied by the vastness of the ocean and all the life it contains, the long-lived great humpback whales with their complex songs that carry for kilometers, and the short-lived Argentine shortfin squid. Along the way, many thousands of minuscule creatures were colonizing this new surface, which had appeared like a life raft in the open waters of the South Atlantic.
The shift came at the end of 1973. The quarter-century before then, starting around 1948, saw the most remarkable period of economic growth in human history. In the Golden Age between the end of the Second World War and 1973, people in what was then known as the ‘industrialised world’ – Western Europe, North America, and Japan – saw their living standards improve year after year. They looked forward to even greater prosperity for their children. Culturally, the first half of the Golden Age was a time of conformity, dominated by hard work to recover from the disaster of the war. The second half of the age was culturally very different, marked by protest and artistic and political experimentation. Behind that fermentation lay the confidence of people raised in a white-hot economy: if their adventures turned out badly, they knew, they could still find a job.
