Do You Want Vaporwave, or Do You Want the Truth?: Cognitive Mapping of Late Capitalist Affect in the Virtual Lifeworld of Vaporwave

Abstract

In "Postmodernism, or, The Cultural Logic of Late Capitalism," Frederic Jameson (1991) mentions an “aesthetic of cognitive mapping” as a new form of radical aesthetic practice to deal with the set of historical situations and problems symptomatic of late capitalism. For Jameson (1991), cognitive mapping functions as a tool for postmodern subjects to represent the totality of the global late capitalist system, allowing them to situate themselves within the system, and to reenact the critique of capitalism that has been neutralized by postmodernist confusion. Drawing upon a close reading of the music and visual art of the nostalgic internet-based “vaporwave” aesthetic alongside Jameson’s postmodern theory and the affect theory of Raymond Williams (1977) and Brian Massumi (1995; 1998), this essay argues that vaporwave can be understood as an attempt to aestheticize and thereby map out the affective climate circulating in late capitalist consumer culture. More specifically, this paper argues that through its somewhat obsessive hypersaturation with retro commodities and aesthetics from the 1980s and 1990s, vaporwave simultaneously critiques the salient characteristics of late capitalism such as pastiche, depthlessness, and waning of affect, and enacts a nostalgic longing for a modernism that is fleeing further and further into an inaccessible history.

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