Nulla finisce nell’era digitale del foreverism

The article "Nulla finisce nell’era digitale del foreverism" explores the concept of foreverism, coined by Grafton Tanner, a communication studies professor at the University of Georgia and author of the American bestseller "Foreverism" published in Italy by Effeq. The term foreverism revolves around the relationship between technology and neoliberism, focusing on how everything is recycled.

Tanner explains that nostalgia arises from loving the past, while foreverism pushes for the revival and preservation of the past. This concept is seen in the continuous conservation, updating, and revitalization of old things, such as Star Wars, reboot and remake projects, and historical brand names. The past is now seen as a new form of competitive capital, with companies and politics relying on past elements to make profits and counteract nostalgia's anxiety.

The article highlights that the desire for nostalgia is widespread among consumers, who are willing to pay for the chance to experience the past. However, this trend might lead to stagnation, as it encourages incremental changes rather than genuine progress. Leaders and businesses often amplify the nostalgic aspects of the past to induce consumers to make purchases.

The potential downside of foreverism lies in its constant manipulation and presence of the past. While the objective is to keep the past alive and prevent it from disappearing, there is a risk that companies might exhaust their nostalgia, leading to a decline in performance and potential political or ethical dilemmas.