Products and characters created and distributed by the Walt Disney Company have played important roles in the popular culture of many countries. In some Mickey Mouse and Donald Duck comic books and films have been popular since the 1930s; in others the Disney brand name is only now becoming culturally and economically significant.
Dazzled by Disney? presents the results of a major research project which assessed the global expansion and reception of Disney products, including films, television programmes and merchandising. The Global Disney Audiences Project involved analysis of audience reactions to Disney products in 18 different countries, examining the extensiveness and intensityof their marketing and the ambiguities and contradictions in the reception of the Disney brand around the world. Not only is this project the first of it's kind to study international DInsey audiences, but it is one of the few examples of research analysing the actual impact of international media products across cultures. In addition to a summary of the project's fascinating results, 12 country profiles provide furtherdepth and explanation of the specific national and cultural centexts for the Disney products. |
United States