Nostalgia and the cruel promises of austerity: Neoliberal narratives and post-industrial memory in the South Wales coalfield.

This article examines how austerity in the United Kingdom is intertwined with nostalgia, particularly in post-industrial communities of the South Wales coalfield, such as Ebbw Fach. It argues that austerity discourses draw on idealized memories of resilience from both wartime Britain and mining legacies to legitimize neoliberal policies emphasizing self-reliance, entrepreneurship, and community regeneration. Ethnographic research reveals that while heritage projects and commemorative sites like the Guardian statue evoke pride and continuity, they also embody "cruel optimism" by promising economic renewal that often fails to materialize amid ongoing deprivation and service cuts. Despite widespread skepticism about austerity's effectiveness, local solidarity and community care persist, suggesting subtle forms of resistance and potential for alternative political futures grounded in collective identity.