The Political Economy of Disney

The Cultural Capitalism of Hollywood

verfasst von: Alexandre Bohas

Verlag: Palgrave Macmillan UK

Buchreihe : International Political Economy Series

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft" , Springer Professional "Technik"

Einloggen, um Zugang zu erhalten

Über dieses Buch

This book sheds new light on the socio-economic impact of multinational corporations. Combining Cultural Studies and International Political Economy, it provides a revealing analysis of the Walt Disney Company, and by extension the wider Hollywood studio system. It does so by examining the cultural and economic forces powering the industry's expansion, the 'civilisation' that Disney disseminates, and the various ways that societies beyond the USA have adopted facets of the Hollywood productions to which they are exposed. Identifying both the strengths and the weaknesses of these transnational firms, it demonstrates the significance of their contribution to American power and predominance.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

A cultural political economy (CPE) of the Walt Disney Company¹ could appear to be redundant or pointless. Previous studies have castigated this firm for its supposedly standardised content and entertainment, while others have already depicted the activities of Hollywood corporations organised in a studio system which has remained incredibly stable despite structural changes. In addition, the Frankfurt School has considered that such cultural industries destroy art.² However, there remain many unanswered questions, for which a CPE analysis of the Walt Disney Company is likely to provide answers.

Alexandre Bohas

Chapter 2. A Capitalism of World Entertainment

Abstract

Motion picture studios promote a particular ethos of creation which regards the motion picture as simple entertainment. Strictly controlling any form of creative imagination, they structure every step of production and distribution to take full advantage of films and, consequently, to accumulate cinema capital.

Alexandre Bohas

Chapter 3. The Rise of Entertainment Economy: A Disneyisation of Hollywood

Abstract

Major studios have adopted similar advertising strategies of international business giants over the last few decades, playing a key economic role and forming an entertainment centre for the world economy. The business ethics of globally branded companies have permeated the entire Hollywood sector, resulting in two major consequences. Firstly, conglomerates have acquired studios to ensure that they conform to and enhance their own entertainment business strategies. Secondly, Hollywood has become the centre of a globally organised audio-visual industry, in which motion picture production is no longer regarded as an essential activity—multimedia integration has deprived cinema of its unique status as an entertainment hub. It now represents only one vehicle for entertainment dissemination.

Alexandre Bohas

Chapter 4. A Vulnerable Civilisation of Leisure

Abstract

Cultural capitalists have developed entertainment spheres thanks to intense diversification. Based on cultural synergies among intertwined sectors, they disseminate their narrations and practices throughout society globally. They propose heterogeneous activities and productions—interactive as much as didactic—whose cultural, emotional and artistic dimensions are highly valued. By doing this, they introduce, at the world level, living standards and consumer behaviour which favour the growth of multinational corporations. In this sense, they spread the American way of life which consists just as much of products as of symbols. And Hollywood companies have to periodically renew their symbols and adapt to socio-economic mutations.

Alexandre Bohas

Chapter 5. A Shallow Structuration of Hollywood Narratives

Abstract

The global supremacy of Hollywood companies derives from the deep integration of their brand names into the daily lives of people across the world. Associated companies can profit from these narratives and symbols which confer a distinct cultural competitive advantage by ensuring a guarantee of customer satisfaction. However, this integration has not happened in a uniform way, accounting for substantial variations in product consumption and brand recognition. Transnational economic spaces are being redefined continually based on trends in consumer behaviour and perceptions of demand—socio-economic configurations are affected by actors’ changing strategies. Disney’s market penetration is variously affected by all of these issues.

Alexandre Bohas

Chapter 6. Conclusion

Abstract

This book has analysed the interwoven spheres of culture, the economy and politics while taking a broad perspective on the Disney phenomenon, including the company, its products, imageries and audiences. It has also fended off artificial disciplinary barriers, widespread prejudices and common misconceptions about the Disney Company. In this respect, it has demonstrated all the advantages of introducing cultural studies (in this instance the differential integration of symbols in societies and their random appropriation by individuals) into international political economics (IPE). Through this global perspective, the study has highlighted the specifics of the Disney phenomenon, its strengths and its weaknesses. Categorising Disney an ideal type of cultural capitalist enterprise, this book has also brought to light new findings about the Hollywood industry, its contribution to American power and the study of IPE.

Alexandre Bohas

Backmatter

Titel: The Political Economy of Disney
verfasst von: Alexandre Bohas
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-56238-8
Print ISBN: 978-1-137-56237-1
DOI: https://doi.org/10.1057/978-1-137-56238-8