Nostalgia: A Commodity in Business and Politics

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Author
Prefore, Charles
Keyword
First Reader George Keteku
Capstone Paper
Semester Fall 2018
Readers/Advisors
Keteku, George
Term and Year
Fall 2018
Date Published
2018

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URI
http://hdl.handle.net/20.500.12648/13758
Abstract
In 2018, the concept of nostalgia has become a commodity that has been widely used by both marketing teams and politicians to help sell their respective brands. This can best be seen in Hollywood today as most blockbuster films are either based on or reboots of older properties and franchises that many would be considered nostalgic in the pop cultural landscape. However, nostalgia is also capitalized in the political arena, which is best illustrated with Donald Trump's Infamous campaign slogan, "Make America Great Again". In this essay, I intend to show how and why nostalgia is used in this way by discussing both the tactics being performed by politicians and marketing teams, but also psychological factors in which nostalgia affects consumers.  
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