This book explores the demise of the grand narrative of European modernity. That once commanding narrative located the meaning of the past in the present and the meaning of the present in an ever-receding future. Today, instead, the present defines both the past and the future. The ‘contemporary’ has replaced ‘modern’ and ‘post-modern’ self-understandings. The times of the past and the future have been transformed into versions of ‘now’ while the present has acquired its own history. describes the emergence of this ‘contemporary’ historical consciousness across a wide spectrum of cultural phenomena ranging from historiography to heritage and museum studies, and from the globalization of the novel to the rise of science fiction. The culture of the ‘contemporary’ appears particularly clearly in the merging of high and low culture along with art and fashion. This book will appeal to scholars of sociology, cultural and social theory, museum and heritage studies, and literary history and criticism.