Vintage Media

        Raymond Williams, a cultural theorist, argues that there are four types of cultural practices that occur in our society. He defines these four practices as emergent, dominant, residual, and archaic. Emergent is something that is coming up in society. Something that not very many people know about yet, but that is going to be very popular in a sense that everyone will know about it soon. The emergent cultural practice is lead by people that sway the market and even manufacturers to know what future decisions to make. This could be the newest form of technology that is destined to come out or a new fashion trend. Dominant is something that has already become popular, something that if you mentioned it in conversation most everyone would know what you were talking about. The dominant culture is something that sweeps the society. Residual is something that our culture has passed by. The phrase “passed its prime” suits this term. Williams describes it as, “areas of human experience, aspiration, and achievement which the dominant culture neglects, undervalues, opposes, represses, or even cannot recognize” (96-97). I have a lot of interest in the residual aspects of our culture because I love basically everything retro. Polaroid cameras, vinyl records, thrift shopping, classic rock, jazz and other music, the list could go on for ages as far as I am concerned. Archaic is something that no longer has any kind of substantial value in our society. Williams says, “archaic refers to historical forms that no longer serve any recognized cultural functions” (96). Things like traditional clothing from medieval times and old music no one listens to or knows about anymore would be described as archaic. If something is archaic and is brought up in a conversation, no one would no what it was. I also have an interest in archaic things. I love exploring antique shops and old houses. Figuring out what old, unidentifiable gadgets were made for is extremely entertaining to me, but maybe I’m just crazy.

        I think our culture right now has a bit of a fascination with the residual. Between the hipster culture and retro style trends, it would seem that many people of this young generation are circling around to some older cultural practices. The age of hipsterism began in the 90’s and became increasingly popular throughout the 2000’s and early 2010’s. Hipsters are generally in their 20’s and 30’s, which I think perfectly accentuates why this age group would be interested in things that they had never experienced before.

        We live in the age of technology, screens, and virtual reality. I think this is one reason all these vintage, retro items are so infatuating to young people of this generation. Everything seems so virtual that the idea of having something tangible is exciting, new, and different. In the hipster lifestyle, one might use things like typewriters, instead of keyboards, where you get to see the ink hitting the page; vinyl records, instead of itunes, that have imperfections and scratches; polaroid cameras, instead of iphones, where you can watch the image developing on the film right in front of you. These are all definitely prime examples of people trying to connect to the past while feeling more present in the now.

        People are also so fascinated with vintage clothing and accessories. The millennial generation loves to dress in thrift store styles and outfits hinting to different eras, such as the 90’s, 80’s, 70’s, 60’s and beyond. People are grasping and pulling from things that will allow them to be more unique and different than others. Mom jeans, high waisted everything, platform shoes, bell bottoms, and windbreaker jackets are all examples of retro trends that are taking over our fashion world right now. These trends are all different from shopping at department stores and chains where you could easily see ten other people buying the same shirt, shoes, or pants that you are buying. The residual is a rabbit hole to the past with its slower paced, less abrasive atmosphere and its more hands on, face to face life styles.

        In our age of technology and screen time, it can be important to reconnect with the physical aspects of real life. We spend so much time online and off reality that we end up needing the feeling of residual culture. Technology and social media are dominant culture in the present day. They are something that nearly everyone in the world has some form of access to and participates in. Technology makes the world spin around with basically everything being connected through it, everything working through it and with it. Technology gives us a whole new and different way to connect to people than residual culture did. The dominant culture of technology connects people on a different level than any of the other three cultural practices are capable of doing.

        Having said this, the residual culture has found its way into the dominant culture of technology. You can now experience residual culture on social media. It’s kind of funny to think about residual culture being involved in social media when social media is dominant culture, but a good example of this is the hashtag #thriftstorefinds. This hashtag has 1,506,773 posts and counting. Thrifting has become immensely popular and social media is all over it. People post many of the residual items that they shop for at thrift shops to this hashtag and many others like it. #Vintage, with 91,325,313 posts, is another hashtag to allows for this connection between both cultures. Residual culture is most definitely a trend that has been engulfing social media lately. People get to share their love and interest in residual culture with each other through social media and throughout this hashtag. People can compile all of their individual vintage items together into one page of residual art that everyone can enjoy together. Residual culture has been allowed a new light to shine through in a dominant culture platform within this hashtag.