Deracialized Nostalgia, reracialized community, and truncated gentrification: capital and cultural flows in Richmond, Virginia and Durban, South Africa

Abstract

ABSTRACT Gentrification literature often focuses on frictions between gentrifiers (often white) and those being displaced by the process (often low-income people of color). Far less attention is paid to a revealing place-marketing strategy that papers over race politics. Businesses in gentrifying neighborhoods appeal to their customers’ sense of nostalgia for a vanished way of life, while eliding racial injustices prevalent in the times they evoke. The process entails re-racialization of such sites without reference to the segregatory politics central to their creation: a mode of remaking history, without memory. In larger cities this may not be so evident, since gentrification dynamics are driven by both a sufficiently large share of the population with high disposable incomes, and a well-developed property redevelopment industry with the capacity to unleash real estate speculation. In contrast, smaller cities that have partially gentrified still exhibit incomplete erasure of the past. They provide a valuable window into this process of historical de- and re-racialization. Two such secondary cities are Richmond, Virginia, and Durban, South Africa. Both have histories of legally-enshrined racial segregation, and both are attempting, with varying degrees of success, to recast inner-city neighborhoods as cool, creative places for middle-class residents to live, consume, and produce.