View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of Wisconsin-Milwaukee University of Wisconsin Milwaukee UWM Digital Commons Theses and Dissertations May 2017 Now You're Playing with Power: Nintendo and the Commodification of Nostalgia Steven Cuff University of Wisconsin-Milwaukee Follow this and additional works at: https://dc.uwm.edu/etd Part of the Communication Technology and New Media Commons Recommended Citation Cuff, Steven, "Now You're Playing with Power: Nintendo and the Commodification of Nostalgia" (2017). Theses and Dissertations. 1459. https://dc.uwm.edu/etd/1459 This Thesis is brought to you for free and open access by UWM Digital Commons. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of UWM Digital Commons. For more information, please contact
[email protected]. NOW YOU’RE PLAYING POWER: NINTENTO AND THE COMMODIFICATION OF NOSTALGIA by Steve Cuff A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Arts in Media Studies at The University of Wisconsin-Milwaukee May 2017 ABSTRACT NOW YOU’RE PLAYING WITH POWER: NINTENDO AND THE COMMODIFICATION OF NOSTALGIA by Steve Cuff The University of Wisconsin-Milwaukee, 2017 Under the Supervision of Professor Michael Z. Newman This thesis explores Nintendo’s past and present games and marketing, linking them to the broader trend of the commodification of nostalgia. The use of nostalgia by Nintendo is a key component of the company’s brand, fueling fandom and a compulsive drive to recapture the past. By making a significant investment in cultivating a generation of loyal fans, Nintendo positioned themselves to later capitalize on consumer nostalgia.