Vulgar existentialism in pop culture: between utopia and dystopia in the contemporary imaginary

Abstract

With the triumph of capitalism at the end of the Cold War, the 1990s witnessed the emergence of an optimistic sentiment grounded in the idea of limitless progress. However, as Fisher (2020) asserts, this sentiment was called into question by the crises of the early 21st century, giving rise to a melancholic outlook on the future. This new phase of capitalism has generated a series of existential-themed products in popular culture, albeit with a despairing tone regarding the direction of society. The issue at hand aims to analyze popular culture through a Sartrean existential prism, seeking to understand how the cultural industry creates clichés inspired by historical existentialism, producing what we will refer to as "vulgar existentialism," in contrast to Sartre's historical existentialism. Our hypothesis unfolds in two parts: 1- Vulgar existentialism promotes a hedonistic rebellion that does not threaten the system, reducing the crisis to a "neutralized" form of conduct; 2- Such conduct is sustained by an imaginary rooted in popular culture productions that manifest melancholy and fatalism in relation to attempts at radical societal transformation.