And makes 8… A look into the “Wonderful World of Disney”

But they seem so innocent… From its humble beginnings in Kansas City – The Disney company has quickly become one of the eight firms that dominate the world. They are one of the most powerful media conglomerates in the world. Disney is currently in a neck and neck race between Time Warner to be the top player in the Global Media Systen.

A little about Walt… Walter Elias Disney was born in Chicago Illinois on Dec Walt had 3 brothers, one sister and a father Elias with a temper. Walt became interested in drawing at an early age and drew his sketches on toilet paper using coal. In August of 1923, Walt Disney left for Hollywood with a few drawing materials and $40 in his pocket and a completed animated live action film. His brother Roy already lived in California. They pooled their resources and borrowed and additional $500 to construct a camera in his Uncle’s garage. They received an order from New York and began shooting their first “Alice Comedy” featurette. On July – Walt married one of his employees Lillian Bounds and they had 2 daughters Diane and Sharon.

Walt’s big break In 1928 Walt made history with his creation of “Plane Crazy.” However, before the cartoon could be released the introduction of sound hit the screen – THUS – Mickey made his screen debut in “Steamboat Willie” –This was the world’s first fully synchronized sound cartoon. –Mickey’s squeaky voice was supplied by Disney himself. Walt’s drive to perfect the art of animation was endless – he introduced technicolour during production of the “Silly Symphonies” In 1932 the film entitled “Flowers and Trees” won him his first of 32 personal Academy Awards. That same year, “Snow White and the Seven Dwarfs” came out. –It was the first FULL LENGTH ANIMATED MUSICAL.

The Success Continues… During the next 5 years, Disney would release other full length classics: –“Pinocchio” –“Fantasia” –“Dumbo” –“Bambi” During his lifetime, Walt Disney won a record of 30 Academy Awards and has been named one of the most successful American Entrepreneurs in history. He created an impressive entertainment empire that is now one of the 6 conglomerates of the world.

$$$ The Empire Grows… $$$ Disney is currently expanding its market worldwide as well In 1997 – Disney launched a 24 hour a day, 7 day a week programming to North Africa and the Middle East –Disney also broadcasts to France, Taiwan, UK, Australia and Malaysia Currently, Disney has 33% ownership in 5 European commercial TV companies.

Attention Shoppers! The Boss = Disney Chairman Bob Iger has a yearly salary of $2 million plus a bonus of $10 million last year according to financial performance, PLUS shares in the company. In 2013 he made a total of $34 million. A THEME PARK WORKER - Starting salary = minimum wage –After 3 years = $15,541 a year At Disneyland PARIS = Average yearly salary of between $13,000 - $15,000 per year. DISNEY TOTAL THEME PARK INCOME = $1.13 BILLION THIRD WORLD WORKER = Contracts of clothing production in Haiti –Average hourly wage = $ 0.28 –Number of years it would take this worker to make what Iger makes in an hour = 156.

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So WHY so successful? If you have young children, you can’t escape the Walt’s world. Disney’s characters stare at our children through every aspect of their lives: t-shirts, movies, lunchboxes, cereal, tv, etc. The Disney machine has touched us all: –Spreading the values of marketplace –Colonizing the fantasy life of children and changing the world in the process. It is now part of our cultural lifestyle – something that every parent must control… or at least accept.

So what’s the BIG deal? Every Disney animated film / TV show is now bundled with a complete marketing strategy for: –Merchandise –Interactive games –Children’s books We are quickly becoming a corporate MONOCULTURE – meaning that our cultures are merging together – into one big CONGLOMERATE! The MOUSE HAS TAKEN OVER!

Are Fairytales Really THAT bad? Out of 21 Disney Characters Studied… -Heroes / Heroines: 11 = Female - 10 = Male  50/50 -Villains: 4 = Female - 7 = Male - 3 = “Other” -Living, Kind Mothers: 7 – but only 2 were HUMAN, the others were animals (one Goddess (Hera))  Do animals treat their young better? -Living, kind Fathers: 13  Are fathers more capable at bringing up children? -Positive Feminine Role Models: 11 (50%) -Positive Male Role Models: 10 (50%) -Absent Mothers: 15 characters – 6 of those died before child got to know her (mentioned in story)  Was Disney shy about tackling divorce? What happened to the rest of these mothers? -Absent Fathers: 8 characters – 3 were positively identified as having died  So what happened to the rest of the fathers? A lopsided idea of gender role models = 7 dead fathers vs. 15 dead mothers?

A Closer Look into “The Mickey Mouse Monopoly” Main Concepts/Themes: 1)Commercialization of Children’s culture 2)Gender Representations 3)Representations about Race / Ethnicity

After Viewing the Documentary… Focus Questions: 1)What was your initial reaction after viewing the film? 2)What do you think about Eisner’s statement, “To make money is our only objective”? 3)Do you agree that this kind of exposure constructs a particular view in children? OR do you think the film is exaggerating the roles to suit its own agenda? Explain your answer using examples from the film. 4)How are WE being constructed as viewers to react? WHY do you think that is so?