Understanding Disney. Janet Wasko
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together: synergy in action Case study: Frozen (2013) Pre-release strategies Film release Post-release promotion/activities Case study: Star Wars: The Force Awakens (2015) Pre-release promotion Force Friday Merchandise madness Final pre-release events Film release and beyond Beyond case studies: other examples of synergy Expanding the Multiverse: building the brand, maintaining franchises, and deepening the demographics The Disney Princess franchise Controlling the Multiverse Controlling intellectual property Case study: the Oregon Duck Controlling labor: working for the Mouse House Studio workers/animation Theme-park workers The rewards: salaries, promotions, perks Mickey as Teamster Controlling through tough tactics Conquering the world: Disney’s globalization Global agility: political persuasion Global opportunities: exploiting labor Making the magic: technology Media content Theme parks Consumer products Disney research Marketing The Mouse Playing nice: corporate social responsibility Philanthropy Environment Summary: corporate responsibility = public relations Conclusion: the bottom line, after all Notes
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5 Analyzing the World According to Disney
Approaches and methods of studying media content
What is Disney?
The Classic Disney model
Characteristics of Classic Disney
Classic Disney stories
Reinventing folk tales
Narrative style
Classic Disney characters
Classic Disney themes and values
Individualism and optimism
Escape, fantasy, magic, imagination
Innocence
Romance and happiness
Good triumphing over evil
Revised Classic Disney
Disney as art: aesthetic analysis
Walt Disney, the artist, the auteur
Disney as art
Analyzing Mickey Mouse
Critique of Disney’s interpretation of children’s literature
Snow White and the Seven Dwarfs
Classic Disney and Snow White
Feminist analysis of Disney products
Introducing a feminist analysis of popular culture
Women in Classic Disney
Women in Revised Classic Disney
The Little Mermaid (1989)
Frozen (2013)
Progressive Disney or Revised