Spectres of Afrikanerdom in contemporary commodity culture: history, memory, and imagining the self

The centrality of nostalgia in contemporary Afrikaner culture is contingent on the gradual demotion of Afrikaner history in post-apartheid South Africa. This article, however, departs from the view that such recapitulations of the past are necessarily always intransigent. Casting Afrikaner nostalgia as manifesting dissatisfaction with the government is ultimately not representative of the diverse spectres of Afrikanerdom that haunt selected commodity items, such as the t-shirts discussed in this article. If we allow for a melange of narratives and interpretations to emerge, as a postmodern view of history would encourage, it enables us to challenge a one-dimensional view of Afrikaner nostalgia. This article therefore posits that specific nostalgic imaginings of Afrikanerdom are decidedly self-reflexive and progressive. Instead of attempting to reify the past (together with irrecoverable positions of power), some of the discourses addressed in this article reveal Afrikanerdom's capacities for appropriation, aestheticisation and commodification, which open up new possibilities for thinking about Afrikaner subjectivity in post-apartheid South Africa.