Disney's Success

NM3224: Culture Industries ACADEMIC ESSAY Disney: A corporate powerhouse Name: flavor Chen Xi Matriculation number: A0070708H Tutorial Group: W1 (Monday 12 ~ 1pm) Tutor: MS Anuradha Rao Preface Walter Elias Disney was an accomplished genius of the 19th, 20th coke and is responsible for establishing one of the largest media and entertainment corporations in the world: The Walt Disney familiarity. The Walt Disney Company generates some US$40 billion in yearly revenue (Disney CEO, 2011) effortlessly; theme parks like Disneyland and DisneySea force visitors by the millions every and merchandise are available everywhere. Nevertheless, as this consumerist culture becomes even more prominent in the twenty-first century, cultural production of Disney products has definitely changed and Disney increasingly finds the need to conciliate to different situations and accommodate to the on-going process of globalisation. How Disney manages to become a winning multi-media conglomerate is of particular interest to me. Disney is withal notoriously cognize for promoting the capitalist system and this is worth researching especially in a globalizing age where cultural products have the capacity to permeate transnational borders.

This paper aims to analyze the production of Disney products and its relationship with capitalism amidst globalization and the strategies Disney uses in the political economy approach. Scholars such as Adorno (1991) externalize standardisation of cultural products as a homogenising process in capitalist societies. Other scholars such as Wasko (2001) and Ross (1999) discuss near Disneyfication and these are areas of interest in my study of Disney. I would also explain how it engages in cultural imperialism and how it exerts its hegemonic power. Exploring how Disney diversified into various media platforms and genres (films, music) to action a pervasive effect are other areas rally to Disneys method of production. Disneys marriage with capitalism in a world of... If you want to get a ripe essay, order it on our website: Orderessay

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