Reviewed by: Super Power, Spoony Bards, and Silverware: The Super Nintendo Entertainment System by Dominic Arsenault Dal Yong Jin (bio) Super Power, Spoony Bards, and Silverware: The Super Nintendo Entertainment System. By Dominic Arsenault. Cambridge, MA: MIT Press, 2017. Pp. 240. Hardcover $29.95. Once upon a time, Nintendo reigned supreme in the global video game markets. With the newly launched Nintendo Switch in 2017, Nintendo dreams of the golden age it enjoyed between 1985 and 1990. Dominic Arsenault's Super Power, Spoony Bards, and Silverware: The Super Nintendo Entertainment System was published right before the introduction of Nintendo Switch and provides rich data and discussions on the rise and fall of Nintendo in the global console market. This book has several strengths, and three clever ideas (presaged in the title) make the book valuable. Unlike several other books that have focused on the celebratory and upbeat tones of successful game companies and video games, Arsenault emphasizes the failures of Nintendo in his analysis of the Super Nintendo Entertainment System (SNES). Based on his exhaustive research, which draws on trade journals, manuals, and advertisements from the 1980s and the 1990s, he clearly identifies key technological discourses and business models that formed what he calls Nintendo's Super Power—one that all too quickly encountered market kryptonite, though for a time enabled the company's short-term dominance over the console game sector. While they helped produce a period of ascendance, Arsenault argues that these same business models were the major reasons why Nintendo eventually lost its market share to other Japanese console companies, namely Sega and Sony. Arsenault examines the historical evolution of the SNES from diverse, but connected perspectives. After discussing the different meanings of a video game platform, from an early emphasis only on hardware architecture to the marketing forces and cultural spheres that later developed, he discusses the ways in which Nintendo has faced its dark age. Arsenault identifies a few key technological shifts that happened during the SNES's lifetime, and he contends that Nintendo refused to admit that such technological [End Page 652] shifts had implications for the future of certain traditionally strong game genres. He also argues that the company pursued inflexible business models and maps out the cultural changes in the game world that wore away users' fondness for the SNES. What Arsenault discusses are some of the most significant reasons for the fall of Nintendo, even if that fall is not permanent, and his arguments provide a good lesson not only to game companies but also to other digital media and platform corporations that emphasize innovation as one of the most significant virtues. Throughout, Arsenault uses the three key concepts alluded to in the tantalizing title. "Super Power," as noted above, encompasses marketing and strategy in a broad sense; in Nintendo's case, this meant conceiving, developing, and marketing the Super Nintendo as the super version of the original Nintendo, not as something markedly new. "Silverware" refers to a particular approach to technology via the analogy of using shinier utensils to make a meal fancier without improving the quality of the food. Finally, "Spoony Bards," refers to a particular culture, specifically that of people who would sing the praises of the Super Nintendo without acknowledging its deficiencies and downfalls. Arsenault dexterously structures his argument by combining the extended notions of platform and three metaphors from the title in detailing the reasons why Nintendo has lost its supreme power in the console market. Chapters two and three explore the video game market, explain the context in which the Super NES was conceived and marketed, and articulate the critical steps in the process of launching a video game console. Chapters four and five discuss the technology of the Super NES, describing its limited processing and memory units, audio system, controller, and hardware design while exploring the larger technological revolution that video games went through during the SNES's lifespan. Chapters six and seven address the cultural images and identity of Nintendo as a corporation and the trials and tribulations it faced during the SNES's life. Arsenault eventually chronicles the fall of the SNES by emphasizing its failure to adopt a CD-ROM player...
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