How Disney Magic And The Corporate Media Shape Youth Identity Essay

Rather than looking at Disney as a place of magic, Janet Wasko examines Disney as a corporation, which is known to be the largest entertainment corporations

For most of society, the word Disney elicits warm feelings: memories of early Saturday mornings with family watching cartoons, family trips to Disney World, or a movie that was so encapsulating it was watched over and over again. Disney achieves a high level of regard from most of society unparalleled by other companies. Penn State education professor, Henry A. Giroux, accompanied by Grace Pollock, argues in his book The Mouse That Roared: Disney and the End of Innocence that society is blinded by Disney’s façade of “childhood innocence” and that Disney’s marketing tactics are far from innocent at all.

Bryman’s book discusses about the Disney culture influence through the concept called Disneyization. Bryman first talks about what Disneyization means and how it differs from the term Disneyfication (Even though they both mean the same thing). The author goes into detailed descriptions that describe how Disney has taken over our society through its movies, theme parks, and merchandising. Bryman gives a general background history about these factors throughout his whole novel. “Since the early years, merchandising has been a major activity for Disney. At the time of the release of Snow White and The Seven Dwarfs in 1937, Disney had signed at least 70 licensing deals. Disney

The Disney Corporation has had both positive and negative effects on American society. Disney has majorly affected both the youth and adults in America by way they interact with each other, what they expect from each other, and how parents bring up their youth in harsh and unrealistic expectations according to Disney. Disney has fostered a strong sense of imagination in the past, present and future youth of America. This sense of imagination is necessary to the development of children when it comes to success in life and self-confidence. The Disney Corporation knows how to work it’s audience for a profit and mastering that skill has allowed Disney to accumulated billions by advertising and selling fantasies to young children and their parents. It’s also these very ideas that influence what Americans believe our government and policies should be founded on. In “The Mouse That Roared” the author states “Education is never innocent, because it always presupposes a particular view of citizenship, culture, and society. And yet it is this very appeal to innocence, bleached of any semblance of politics, that has become a defining feature in Disney culture and pedagogy” (Giroux 31) This quote defines Disney at large. Disney has created the idea of ‘imagination’ in American society and perpetuates it in everything America does and influences everything America stands. In everyday American life, politics and business, The Disney Corporation has a hand in it.

Introduction The Walt Disney Company is an American diversified multinational mass media corporation. It is the largest media conglomerate in the world in terms of revenue. It generated US$ 42.278 billion in 2012. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. The Walt Disney Company operates as five primary units and segments: The Walt Disney Studios or Studio Entertainment, which includes the company's film, recording label, and theatrical divisions; Parks and Resorts, featuring the company's theme

The Disney Corporation is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. (Disney Corporate, 2009). This company did not become one of the leading corporations in the world without hard work, an extreme dedication to the mission and core values of the organization, and the successful application of the four functions of management: planning, organizing, leading, and controlling. Many internal and external factors may have a direct impact on the four functions of management like: globalization, ethics, and innovation.

Globalization is forcing all companies, large and small, to focus on a larger competitive landscape. For many companies hypercompetition arises and they are left with stunted growth while competing with other businesses across the globe. Fortunately, Disney has constructed one of the world’s most recognizable and beloved brands in the entire world. To understand the external environment in which Disney competes, we must first discern which market we wish to analyze. Disney owns a plethora of companies across an extensive list of industries including publishing, game production, retail, theme parks, and software. By far the two largest segments of Disney’s business are its parks/resorts and media networks; those will be

The Disney Company has played an iconic role in the American tourism and the evolution of digital media over the years. Its continued success and longevity are a concrete testament of the organization’s solid leadership, innovative growth and vision. Disney’s past and present leaders have made substantial impact on the company’s culture, direction, successes and shortcomings. This case analysis will focus on Michael Eisner and Rob Iger, the two most recent Chief Executive Officers of Disney, and their contribution and management approach to building sustainable business relationships, resolving conflicts and working towards the best interest of the organization. Also, our

The success of movies and television programs were due to diversity and distribution. It does its own distribution and targets several markets from children to adults. Finally, the Disney character consumer product sector, which includes clothing, home goods, and toys, has been an extremely important asset to the company. For example, by establishing deals such as an agreement with Mattel, Disney was able to manufacture more than 14,000 Disney licensed products. Furthermore, Disney expanded it’s retailing by opening up Disney stores.

With lively animated films, imaginative production, and a knack for nostalgia, it is clear that Disney plays a fundamental role in the juvenility of many. Wander into any elementary school and you’re sure to find a first grader quoting The Lion King or an array of Frozen-themed backpacks lined up against the classroom wall. Unsurprisingly. children absorb whatever they see in television and film. They are malleable, their personalities easily swayed by a favorite celebrity at the moment or an older, admirable sibling. While this may seem unharmful, it leaves the developing youth and teenagers alike more susceptible to absorbing negative behaviors in conjunction with beneficial ones. Since popular cinematics akin to Walt Disney’s are so

Disney is one of the most successful and largest companies in the world. They have their hand in nearly every form of entertainment as well as media, and broadcasting. Disney is best known for their animated films, unique cartoon characters, catchy musicals, and fairy tales that most of us were first introduced to as children. They are one of the few entertainment companies in the World whose primary demographic is children and teens. Nearly everybody is familiar with the Disney name and its brand, and its realistic to suggest that nearly everybody has experienced a Disney film and animated character at some point in their lives; which may have helped to influence them or their behaviors or even their

Disney has become a marketing goliath and the #1 entertainment company in the US. They have been able to develop a creativity-driven philosophy that over time was tempered by financial responsibility and that benefitted from powerful synergies between its divisions. From the very beginning, Disney has been synonymous with innovation within the children’s entertainment industry, from their introduction of animations with synchronized audio, full-length animated feature films and then later into theme parks and on-ice and Broadway shows. One important element of Disney’s success was the extent to which they integrated and expanded into different

For my final paper I chose to discuss The Walt Disney Company. Since the Company is so large and made up of four primary business segments, I decided to focus on one particular segment: Parks and Resorts. This segment is composed of the theme parks, cruise-line, and vacation club resorts.

The Happiest Brand on Earth"Tina Ross AB219: Marketing, Unit 1 AssignmentKaplan University05 April 2016Date: April 05, 2016 To: All Marketing personnel From: Tina Ross, Marketing Associate Subject: Success of Disney Company & Marketing Strategies for Disney FranchiseThis is a memo that seeks to illustrate and bring out the success efforts and routes used by Bob Iger between the years 2006 and 2012 while at Disney to help deliver and improve quality in our company especially in the film and the movie industry. Disney has had many successful franchises by offering a variety of different franchises that target different age groups and genders; they are able to expand their reach. Not only have they expanding the target market, they changed the ways they reach this market. Pirates of the Caribbean have been a successful franchise for Disney CEO Bob Iger. This based on the classic park ride theme. The Pirates of the Caribbean was able to breakthrough into the teen viewing area. This franchise was the first one of Disney 's to be rated PG-13 (Lamb. C.W., Hair. JF., McDaniel. C, 2014). Iger had a great vision for the firm that was pegged on the three main pillars (White, 2014). These were the expansion into the new global markets, the generation of the greatest and most creative content possible in the market, and the development of innovative technology that could fit into the modern industry. Looking at how Disney 's CEO Bob Iger targeted this franchise towards the older viewers

Disney’s greatest challenge today is to keep a 90year-old brand relevant and current to its core audience while staying true to its heritage and core brand values. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation versus relevance. I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.” Internally, Disney has focused on the Disney Difference—“a value-creation dynamic based on high standards of quality and recognition that set Disney apart from its competitors.” Disney leverages all aspects of its businesses and abilities to touch its audience in multiple ways, efficiently and economically. Disney’s Hannah Montana provides an excellent example of how the company took a tween-targeted television show and moved it across its various creative divisions to become a significant franchise for the company, including millions of CD sales, video