Y2K-Ästhetik und digitale Nostalgie

: Retro-Medienpraxis zwischen Erinnerung und medialer Vergänglichkeit

Abstract

Aesthetics of the past often resurface in modern media through retro trends. Online art communities engage with these trends to reinterpret past styles and circulate their work within digital networks. Using the case study of the Y2K trend, this thesis examines the influential forces of the internet on artistic practices. The theoretical framework draws on nostalgia theories of Svetlana Boym and Fred Davis, alongside the concept of hauntology. These perspectives are used to explore how memory and imagination interact in shaping artistic practices. In addition, Jean Baudrillard’s concept of the the simulacrum provides a lens to examine whether the circulation of retro media on the internet fosters a state of hyperreality, which is characterised by detachment from real circumstances. Along the literature review, a main focus of the thesis is the qualitative analysis of five interviews with artists. Their perspectives shed light on the motivational use of retro aesthetics, suggesting that they are not primarily used as escapism into the past, but as a strategy to negotiate with a digital present that is characterised by increasing fragmentation and acceleration. The findings further show that artists often prefer to work with original source material, whose availability is increasingly dwindling due to data loss and insufficient archiving practices. This underscores the importance of digital preservation to counterbalance a creative culture that otherwise risks relying on self-reference, spiralling into hyperreal detachment from historical reference. The thesis also reflects on the author’s own thematically related master project, the animated short film mouse.mp4, situating its production process in relation to the research findings. Based on these results, the thesis recommends that digital artists develop stronger archival strategies to preserve both their works and the online context in which they exist, thereby contributing to the long-term preservation of cultural artefacts for the future.

Date of Award	2025
Original language	German (Austria)
Supervisor	Roland Keil (Supervisor)