The Walt Disney Company, also known as Disney, is one of the most recognizable and influential media conglomerates in the world. It has a long history dating back to its founding in 1923 by Walt Disney and his brother Roy O. Disney. Over the years, Disney has expanded its operations to include not only its iconic animation studio, but also theme parks, television networks, movie studios, and more recently, streaming services. In this essay, we will analyze Disney as a company through the lens of Curran and Seaton’s media theory, which provides a framework for understanding the role of media in society.
Curran and Seaton’s Media Theory
Curran and Seaton’s media theory is based on the idea that media plays a central role in the formation of public opinion and the construction of social reality. According to the theory, media is not simply a neutral tool for conveying information, but rather a powerful force that shapes our understanding of the world. Media institutions, such as newspapers, television networks, and movie studios, have the ability to shape the stories that are told, the issues that are discussed, and the values that are promoted.
Curran and Seaton argue that media institutions are not monolithic entities, but are instead composed of multiple actors with different interests and agendas. These actors include owners, managers, journalists, and advertisers, among others. Each of these actors has their own set of priorities and goals, which can sometimes be in conflict with each other. For example, owners may be primarily concerned with maximizing profits, while journalists may be more concerned with providing accurate and informative news coverage.
Disney as a Media Conglomerate
Applying Curran and Seaton’s media theory to Disney, we can see that the company is a complex institution with multiple actors and interests. At its core, Disney is a media conglomerate that operates in a range of different sectors, including film, television, theme parks, and more recently, streaming services. Each of these sectors has its own set of priorities and goals, which can sometimes be in tension with each other.
For example, Disney’s film division is primarily concerned with producing blockbuster movies that generate high box office returns and drive merchandise sales. This focus on profit can sometimes come at the expense of artistic integrity, as films are often designed to appeal to the widest possible audience. At the same time, Disney’s television division is focused on producing high-quality programming that attracts viewers and generates advertising revenue.
Disney’s theme park division is also focused on maximizing profits, but in a different way. The parks are designed to provide a memorable and immersive experience for visitors, which can lead to repeat visits and positive word-of-mouth advertising. The company invests heavily in attractions, shows, and merchandise that are designed to appeal to a wide range of audiences, from young children to adults.
Finally, Disney’s recent foray into streaming services with Disney+ has been driven by a desire to compete with other streaming giants like Netflix and Amazon Prime Video. The service offers a mix of original programming and classic Disney content, with a focus on family-friendly content that appeals to a broad audience.
Disney as a Cultural Institution
In addition to its role as a media conglomerate, Disney is also a cultural institution that has had a profound impact on popular culture. The company’s animated films, in particular, have played a significant role in shaping the imaginations and values of generations of children and adults alike. From Snow White and the Seven Dwarfs in 1937 to Frozen 2 in 2019, Disney has produced some of the most beloved and iconic animated films of all time.
Curran and Seaton’s media theory also emphasizes the role of media in constructing social reality. In the case of Disney, the company has played a significant role in shaping our understanding of childhood, family, and even gender roles. Disney’s films often depict idealized versions of family life, where loving parents and obedient children live happily ever after. This portrayal of family life can be seen as reinforcing traditional gender roles, in which women are expected to be nurturing and domestic, while men are expected to be strong and provide for their families.
In recent years, however, Disney has made efforts to update its portrayal of gender and diversity in its films. For example, Frozen, which was released in 2013, was widely praised for its portrayal of strong female characters and its subversion of traditional Disney tropes. Similarly, the company’s acquisition of Marvel and subsequent production of superhero films has helped to diversify its offerings and appeal to a wider range of audiences.
Disney’s Impact on Society
Given the immense size and scope of the Walt Disney Company, it is clear that the company has had a significant impact on society. Its films and television shows have been watched by billions of people around the world, and its theme parks have become destinations for families seeking entertainment and escape. But what is the nature of this impact, and is it positive or negative?
From a positive perspective, Disney’s films and television shows have brought joy and entertainment to countless people over the years. They have also served as cultural touchstones that have helped to shape our collective understanding of childhood, family, and values. Moreover, the company’s recent efforts to promote diversity and inclusivity in its programming can be seen as a step in the right direction.
On the negative side, however, Disney’s immense power and influence can also be seen as a cause for concern. As a media conglomerate, the company has the ability to shape public opinion and construct social reality in ways that may not always be beneficial for society. For example, its emphasis on profit can sometimes come at the expense of artistic integrity or social responsibility. In addition, its portrayal of gender roles and idealized family life can be seen as reinforcing traditional and potentially harmful social norms.
In conclusion, Disney is a complex media conglomerate that has had a significant impact on popular culture and society as a whole. Applying Curran and Seaton’s media theory to the company allows us to better understand the multiple actors and interests that are at play within the organization. While Disney’s impact on society is undoubtedly multifaceted, it is clear that the company has both positive and negative aspects. As consumers and viewers of Disney’s content, it is important to be aware of the potential implications of the media we consume and to engage in critical thinking about the messages that are being conveyed.