Interpreting and Experiencing Disney: Mediating the Mouse

Disney has played a central role in American popular culture since 1928, expanding to a global market. It is difficult to go through life without encountering one Disney product, and fans build connections with their favorite characters and franchises. This volume examines the underlying messages at the heart of the Disney phenomenon, exploring the relationship between Disney and its fans and the cultural response that drives its production and marketing machine. Primary readership will be academics, researchers, educators, scholars, and students working in media and cultural studies, marketing, and branding, as well as tourism studies, film and television studies, and gender studies. The accessible writing style and range of topics covered make it suitable for postgraduate students and academics, as well as non-academic readers and fans of Disney.

Format: Paperback / softback
Length: 246 pages
Publication date: 05 May 2023
Publisher: Intellect Books

Disney, a cultural icon since the premiere of the first Mickey Mouse cartoon in 1928, has played a pivotal role in American popular culture, expanding its influence to a global market. The company has strategically positioned itself as a central player in family entertainment, offering a wide range of offerings that have deeply permeated the imaginations of children and adults alike, and even woven themselves into the fabric of life experiences. It is nearly impossible to navigate life without encountering a Disney product, as fans develop deep connections with their favorite characters and franchises, often fueled by Disney's marketing strategies.

In addition, Disney responds to the cultural values of the era through its films and other media offerings, reflecting the changing societal norms and attitudes. This volume, brought together by scholars from diverse backgrounds, delves into the multifaceted aspects of the Disney canon, examining them beyond mere entertainment or consumption. It explores the underlying messages at the heart of the Disney phenomenon, shedding light on the cultural response that drives the corporation's massive production and marketing machine.

The relationship between Disney and its fans is characterized by loyalty and love, shaping cultural behaviors and values through the brand and its products. Disney reciprocates this affection with a synergistic approach that allows fans to experience Disney in any format and at any time.

The primary readership for this book includes academics, researchers, educators, scholars, and students engaged in the fields of media and cultural studies, particularly those interested in marketing and branding, as well as in the Disney Company in general. The accessible writing style and the broad range of topics covered make it suitable for postgraduate students and academics working in these fields, as well as those seeking a deeper understanding of the Disney phenomenon.

Dimension: 244 x 170 (mm)
ISBN-13: 9781789387629
Edition number: New ed