What is it actually like to live today? It's an era where world politics play out on Twitter, and where the gig economy has made the nine-to-five job an object of aspiration rather than dread. Rates of mental illness are soaring, inequality predominates everything and much of life is contained in the small black rectangles that we are never without. The core idea of this book is that we can only really understand what life is like now by comparing it to previous times to see what has changed, what is genuinely new, and what is a continuation of already existing trends. Providing original analyses of a range of seminal works of 90s pop culture, this book extracts a core set of concepts--such as irony, branding, and media--that defined the 90s. It demonstrates how these concepts are expressed in both those works and in the art of today. Presenting close history in a new light, this book helps us understand today by framing it in terms of yesterday.