Robert AlanBrookey,JasonPhillips,TimothyPollard
Reasserting the Disney Brand in the Streaming Era: A Critical Examination of Disney+
Reasserting the Disney Brand in the Streaming Era: A Critical Examination of Disney+
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Reasserting the Disney Brand in the Streaming Era explores how Disney reasserted its brand in the streaming era by acquiring Pixar, Marvel, Lucasfilm, and Fox and adapting their content for Disney+. It offers a comprehensive analysis of how this content reflects elements of the Classic Disney Style, positioning it in relation to its industrial contexts and identifying important touchstone texts in Disney's catalog.
Format: Hardback
Length: 140 pages
Publication date: 07 April 2023
Publisher: Taylor & Francis Ltd
The Disney Brand's Reinvention in the Streaming Era
In the ever-evolving landscape of media consumption, Disney has embarked on a transformative journey, transitioning from content creation to acquisition and streaming. This strategic shift has presented the company with an opportunity to reassert its iconic brand in a rapidly changing marketplace.
To navigate this transition, Disney has made strategic acquisitions, including Pixar, Marvel, Lucasfilm, and Fox. These acquisitions have not only expanded its content library but also positioned the company to launch the highly anticipated Disney+ streaming service.
In this comprehensive analysis, we delve into the history of these acquisitions and explore how the content, brands, and intellectual property from these acquisitions have been deployed on Disney+. Through a close textual analysis, we examine how this content reflects elements of the Classic Disney Style, showcasing the company's commitment to preserving its legacy while adapting to the digital age.
Our analysis contextualizes these texts within their industrial contexts, while also identifying important touchstone texts in Disney's catalog. This comprehensive and thoughtful examination will appeal to upper-level students and scholars of media studies, political economy, Disney studies, media industries, and new technology.
As Disney continues to evolve and adapt in the streaming era, it remains a beacon of creativity, storytelling, and family entertainment, captivating audiences around the world with its timeless classics and innovative content.
Weight: 338g
Dimension: 162 x 242 x 15 (mm)
ISBN-13: 9781032422350
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