In 2025, performative culture has no pause button. Every public figure is locked in a constant loop of self-presentation where each move is dissected, reframed, and turned into content within hours. Visibility is the currency, but fatigue is the price. In semiotic terms, the living operate as open texts, their meaning always in flux and vulnerable to reinterpretation. In that environment, the dead begin to look like they have the advantage. Their stories are complete, fixed in form, and free from scandal, brand missteps, or awkward pivots that demand rewriting. They become closed texts, stable symbols in a culture that craves narratives it can control. Our fascination with these closed stories is not only about nostalgia but also about avoiding the volatility of the present, where the work of sustaining a public image is relentless and the outcome is never secure.

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