Pop Memory. Clickbait and the Lives of the former Romanian Dictators Nicolae and Elena Ceausescu, 30 Years After

Abstract

Studying the social memory of socialist regimes has generated extensive literature and numerous interpretations with regard to recollections of experiences of the socialist past. Amid such rich literature, this paper takes a novel approach, employing the concept of pop memory to explain the phenomenon of clickbait in the virtual press of Central and Eastern Europe. The media analysed focuses on the former dictators of Romania and was generally made available during 2019, 30 years after the bloody revolution of 1989. My aim is to demonstrate how, by drawing on former socialist propaganda, socialist leaders Elena and Nicolae Ceausescu are transformed in such media, from brutal leaders to pop characters. The results indicate Romanians’ strong “affective positioning” towards the socialist decades, connected to a practice of remembering of the socialist past, that has been previously disregarded, but which is relevant to understand people’s curiosities and the sources they use to replenish their need of information.