The new economy: a cultural history

Abstract

Abstract In this article I look at some cultural aspects of the economic frenzy of the 1990s, a period often labelled ‘the new economy’. The focus is on the ways in which processes of culturalization became an important part of production, in such fields as e‐commerce and ‘the experience economy’. How was culture packaged and marketed in new ways, for example in the production of symbols, images, auras, experiences and events? I explore how the technologies of imagineering, performance, styling and design came to play important roles in this process. Other important traits of this development are discussed in a comparison with earlier examples of the emergence of ‘new economies’: the aesthetics and practices of speed, the cult of creativity, ‘the catwalk economy’ and the importance of public display and performance, as well as the importance of ‘newness’.