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

      8  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

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