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Re-Advertising Hong Kong: Nostalgia Industry and Popular History

This article tries to map the nostalgic practices in Hong Kong at a key moment of political transition. It explores the discursive energies that activate and articulate social desire through the production and consumption of a sixty-second nostalgic TV commercial for a major bank in Hong Kong. Recent media studies have moved away from textual determinism and have increasinglybeenprivileging themoments of textual reception.Thenewemphasis on the popular culture “from below” fosters a notion of idiosyncratic cultural consumption which, at times, leads to populist claims that media consumers can find their way out of the hegemonic control “from above.” Taking a revisionist approach, this essay articulates textual ideologies to both the production and consumption ends. It tries to give a big picture of how self-claimed “authentic” coding and encoding of popular meanings can be, in Anthony Giddens’s term, structurated within the ideological formation of the political economy at large. And within these signifying processes,