Some argue that the growing Disney brand is a good example of cultural imperialism at work. Do you agree?
To some extent, the Disney brand can be seen to be a good example of cultural imperialism, as this US institution is injecting its ideologies into the audience through its commerical products such as Disneyland, Disney Store and a range of other products.
The Disney brand encourages audiences around the world to be Americanised, as Disneyland has its resorts in Paris and Florida and can reach to a European audience. Younger audiences can become more familiar with Disney, as its films are shown around the world and are watched by millions of audiences.
However for other small national organisations who might want to appeal to different audiences such as Pixar. The dominance of the Disney brand may result in other brands becoming less famous, as audiences are injected with the ideologies of Disney and are appealed by what its brand has to offer in terms of merchandising, resorts , television channel and other related products. National media organisations may be threatened by Disney due to its stranglehold on its audience who are influenced by Disney and are encouraged to consume Disney products, as signified on the Disney Channel which broadcasts shows such as Hannah Montana, as well as popular movies such as Aladdin.
The fact that the Disney conglomerate owns ESPN, ABC poses a threat to other conglomerates such as News Corp, as Disney's revenue is growing and its programmes can appeal to global audiences, hence generating more revenue. Other media organisations may feel that Disney is enforcing its ideologies onto its audience and dominating different industries, as other organisations such as News Corp may have less consumers for its TV programmes, as Disney Channel may appeal to a large young audience. The availability of Disney brand products around the world may question national organisations whose countries are becoming more Americanised and rife with American ideologies.
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