This article addresses the lack of analysis of the specific ways in which the online environment configures the relationship between the processual dynamics of nostalgia which allow for both creative and conservative modes of identification and the commercial exploitation and commodification of the nostalgia produced and articulated in online communities. We introduce an empirical case study of one of the companies operating on Facebook as a nostalgia maker: DoYouRemember.com and consider analytical frameworks for future work on the (online) ‘nostalgia business’ and its economic and political dimensions.
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