Professional Documents
Culture Documents
2009 –2010
Visual Communications
Special thanks to Dr. David Brancaleone
List of Illustrations p. 4
Introduction p. 5
Conclusion p. 45
Bibliography p. 49
LIST OF ILLUSTRATIONS
4
INTRODUCTION
5
As globalization brings the worlds markets closer together, communication
choose The Walt Disney Company as the topic for my analysis. ‘The Walt
assess the impact of its influence and ideology on the global political
sphere.
1 The most prominent of these being: Walt Disney Pictures, Walt Disney Animation Studios, Pixar Animation
Studios and DisneyToon Studios, Touchstone Pictures, Hollywood Pictures, Miramax Films, Disney Theatrical
Productions, Disney Live Family Entertainment, Disney on Ice, Disney Music Group, Walt Disney Records,
Hollywood Records, Lyric Street Records, Pixar, Disneyland Park, Disney Cruise Line, Disney Vacation Clubs,
Adventures by Disney, Walt Disney World Resort, Tokyo Disney Resort, Disneyland Resort Paris, Hong Kong
Disneyland, Disney Consumer Products and affiliates, Disney Publishing Worldwide, Disney-ABC Television
Group, ESPN Inc. and The Walt Disney Internet Group which consists of Disney.com, Family.com, Movies.com
and mDisney mobile entertainment. The full list of subsidiary companies can be found at http://corporate.disney.
go.com/corporate/overview.html, accesed 06/11/09.
2 Alan Bryman, The Disneyization Of Society, London: Sage Publications, 2004, p. 162.
6
performative labour. He argues that with the implementation of these
aspect of globalization.
this successfully, I explore the link between the aims of Disney and the
to the theories of Karl Marx such as the alienation of the individual and the
considered ‘The Golden Age’ of Disney. It is films from this era which are
The second chapter investigates the theories of Guy Debord and The
that The Disney Company can be seen as the epitome of the spectacle. I
then explain how Disney has in fact appropriated some of the subversive
The final chapter investigates the actual political power and impact of
The Walt Disney company. Applying the political theories of Paul Virilio
7
and others, I show how The Disney Company has matched contemporary
From here I then look to the writings of Konrad Becker who deals with
The writings of Becker echo the 1920s work of Edward Bernays, who,
expansion into the virtual space of the internet and also its merger with
ABC television. This merger alloted Disney several more outputs for the
of the English language in foreign markets. This will portray the company’s
American democracy, and that the company has now become its own
8
CHAPTER ONE
Ideology of Disney
9
Daniel Chandler notes on ideology and myth, that “Recognition of the
essence.”4 Karl Marx, one of the key socialist thinkers to influence the
twentieth century, noted in terms of ideology, that “the class with the
his uncle, Sigmund Freud. In 1928 Bernays wrote his own book entitled
life.6
10
products, by selling the Mickey Mouse image to a childrens writing tablet.
through synergy. That is, the joining of two corporations to produce a sum
greater that the two corporations could produce individually. The synergy
I argue that Disney’s views were reflected in Bernays, not only because
because of its plentitude of support for the war. Bernays wholly supported
America’s participation in the war, professing “Make the world safe for
of films and turned its efforts towards raising support for the war. These
11
pro-war propaganda such as comics and cartoons.12 Below is an example
12
During the Cold War, Walt Disney himself, was a member of the Motion
radicals and crackpots.” 13 The Walt Disney Company can be seen to have
adhered to American ideals right up until the 1990s. This era is also known
as ‘The Golden Age of Disney’. It was in this ‘Golden Age’ that Disney
films achieved their greatest global impact, with films such as Aladdin,
Beauty And The Beast, The Lion King, The Little Mermaid, Mulan and
Pocahontas entertaining audiences worldwide. This time was also the time
The Lion King was Disney’s largest earner at the box office and best
selling home video, selling over fifty-five million copies. It was translated
into forty-four different languages, which included the first ever Disney
dubbings in Zulu and Portugese. One key reason for the success of this
the interpreter with the opportunity to ‘fill in the blanks’.14 This is more
Company are abstracted to the point where there is very little room for
13
mis-interpretation.16 Any pre-existing familiarity with these animals would
Umberto Eco, even more so than if the same animals were signified
stylised it may be, appears to be more true than the real experience, and
Another reason for its success, is its use of animals as a vehicle for its
narrative. The use of animals as a vehicle for narrative, has been common
practise for thousands of years, in both Eastern and Western cultures.
This is an age old example of a near universal myth, where human culture
16 Iconic representation is the use of a sign which bears physical resemblance to its signified object. Iconic signs
are said to be highly ‘motivated’ as the understanding of such signs requires less learning of an agreed convention,
as opposed to symbolic signs which are arbitrary and culturally assigned. Chandler, Semiotics The Basics, pp. 39-41.
17 Chandler, Semiotics: The Basics, p. 39.
18 Kerstin Dautenhahn The origins of narrative, Essay, downloadable from http://citeseerx.ist.psu.edu/viewdoc/do
wnload?doi=10.1.1.62.5625&rep=rep1&type=pdf, accessed 29/01/10.
19 Graeme Turner, Film as Social Practice IV, London: Routledge 2008, p. 119.
14
Lion Kings pre-determined genre of ‘family entertainment’, the viewer
in signs such as this, to groom its viewers. We need only look as far as
innocent narrative can be. In Animal Farm the Russian Revolution and
animation and film, what happens first on screen, as in real life, is taken to
afterwards.
15
in different directions. It is due to inhereted conventions that those in
Western culture read written text from left to right, contrasted with, for
example, Arab cultures in which you read from right to left. Even at this
fundamental level we can see ideology at work in The Lion King. There
through a song, this is made quite clear by the rapid growing of Simba
Fig.2, Simba
16
Fig.3, Simba Two
the king’s brother Scar, (fig.4-5) who rallies the hyena troops through self-
Riefenstahl’s 1935 classic, Triumph des Willens, (Fig.6-7) one of the best-
17
of a struggle for power between good and evil, where the bad guy is
argues that binary oppositions such as this are universal and fundamental
because it is ‘not bad’.24 Outside of the text we are familiar with the role
Fig. 4, Scar
Fig. 6, Triumph Des Willens
18
The most significant representation of Disney’s conservative views
however, is the concept of ‘the circle of life’. This is the most prominent
theme on both the denotative, being the most direct or obvious, and
narrative, that is, the new evil system of rule over the land, by the
death and the food chain. It is through tropes such as these that The Walt
Disney Company, has by connotation, subtly naturalized their conservative
to their signs.
with the U.S. premiere of The Little Mermaid.25 On analysis of this film, it
the fall of the Berlin Wall. Arial desperately desires to be part of the human
by her singing “I’ve got whozits and whatzits galore… but who cares,
no big deal, I want more!”26 This can be seen to promote the desire for
25 Eleanor Byrne and Martin McQuillan, Deconstructing Disney, London: Pluto Press, 1999, p. 20.
26 The Little Mermaid Script, http://www.meeko.org/disney/mermaid/script.html, accessed 30/01/10.
19
Fig.8, The Little Mermaid
which assumes here, for them, the fantastic form of a relation between
20
things.”28 Marx describes the commodity as an object and representation,
with a use value, but also has the representation of its exchange value, ie.
value- based on the fetishism of such an object. All products of The Disney
Company can be seen as a commodity in this way. The use value of any
Disney product exists only in its functionality, its exchange value exists
worth more.
In terms of ideology, Marx explains that “In the ideological domain, all
Throughout this thesis I will show how The Walt Disney Company
has simultaneously merged and fulfilled both these roles, yet not for the
benefit of the state, as Marx understood, but for its own specific gain.
In the next chapter I will investigate the theories of Guy Debord and The
21
CHAPTER TWO
22
Society’s apparent desire to consume such messages as those produced
structures are what Guy Debord has referred to in his 1967 synopsis,
passifying the spectators. “It is easy to see how the very principle of the
consumption.
games. Play and pleasure were essential concepts for The Situationists.
31 Guy Debord, Towards a Situationist International, ed. Ken Knabb, 1957, accessible at http://www.cddc.vt.edu/
sionline, accessed 20/10/09.
23
merely the use of pacifying objects that can never fulfil one’s desire for
play.32 He also states that “Subjectivity subverts roles and spectacular lies
and their inhabitants. In other words, this was seen by The Situationists,
as détournement of Urbanism.35
expressed by Debord, détournement can take the form of any sign which
32 Raoul Vaneigem, Revolution of Everyday Life, ed. Donald Nicholson Smith, London: Rebel Press, 2000, p. 164.
33 Vaneigem, Revolution of Everyday Life, p. 150.
34 Guy Debord, Introduction to a critique of Urban Geography, 1955, accessible at http://www.bopsecrets.org/SI/
urbgeog.htm, accessed 30/01/10.
35 Atilla Kotányi and Raoul Vaneigem, Basic Program of the Bureau of Unitary Urbanism, 1961, accessible at
http://www.bopsecrets.org/SI/6.unitaryurb.htm, accessed 29/01/10.
36 Tom McDonough, Guy Debord and the Situationist International: Texts and Documents, Massachussets
Institute of Technology, 2004, p.43.
24
communicates, with the operation of détournement in everyday life
this way, was seen by Debord as a starting point towards the realization of
conditions.39
37 Guy Debord and Gil J. Wolman, A User’s Guide to Détournement,1956, accessible at http://www.bopsecrets.
org/SI/detourn.htm accessed 30/01/10.
38 Ewen Chardronnet, History Of Unitary Urbanism And Psychogeography at The The Turn Of The Sixties, 2003,
accessible at http://www.socialfiction.org/psychogeography/unitary_urbanism.html, accessed 30/01/10.
39 Guy Debord, Perspectives for Conscious Alterations in Everyday Life, Internationale Situationniste, May 1961
25
increases the power of the text in two ways, firstly by reinforcing the
26
In 1955, we saw the realization of Walt Disney’s consumption based
new meanings. This can be seen through the application of theme to its
buildings which are modelled on Walt’s home town Missouri at the turn
of history, that is, again, the masking of truths such as class struggle
do not correspond to their outward disguises. The reality is false, but the
consumption is real.
27
While the Situationists attempted to reject the spectacle’s mediation
claimed in the 1980’s, that the truth no longer exists. He explains this
confirms its own falsehood. It is in this way that Disneyland portrays itself
all the orders of simulacra. He points out how he world is tricked into
believing because Disneyworld is imaginary, that the rest is real. It is in
this way The Walt Disney Company can be seen as the epitome of the
ideology.”41
truth, Žižek, drawing on the theories of Jacques Lacan, points out that thre
is still the order of the Real (which Lacan differentiated from the standard
word real by applying a capital ‘R’). He describes this order of the Real as
a ‘hard kernel of truth’. “The Real designates a substantial hard kernel that
order of the Real from which the symbolic order draws its interpretations.
40 Charles Harrison and Paul Wood, Art in Theory 1900-2000, Oxford: Blackwell Publishing, 2003, p. 1015.
41 Umberto Eco, Travels In Hyper Reality, San Diego: Harcourt Brace Publishers, 1986, p. 43.
42 Žižek, Tarrying With The Negative, p.23.
28
that is understood and represented through language.43 The Real is that
which exists before language, and also what is left when language is
finished interpreting and labeling. The very notion of the hyper real can be
seen as being that which is fully embraced by the Symbolic Order. All that
It is in this light that we can truly see Walts vision for utopia, that is,
the objectification of life through the symbolic order. This can be seen
Žižeck however, also points out how the use of détournement actually
ideology ensure that the subversive are trivialised and sterilised, after
the case of punk rock, which was originally a radical expression and to a
became sterilised and took its place back in the system. The proof
below shows a Sex Pistols pencil case, available to purchase from www.
ukrockshop.com.(fig.14)
43 Sean Homer, Routledge Critical Thinkers; Jacques Lacan, New York: Routledge, 2005, p. 40.
44 Slavoj Žižeck, Tarrying With The Negative, U.S.A: Duke University Press, 1998, p. 216.
45 Guy Debord, Revolution and Counterrevolution in Modern Culture, 1957, accessible at http://www.bopsecrets.
org/SI/report.htm, accessed 02/11/09.
29
Fig.14, Sex Pistols Pencil Case
purveyor of spectacle.
Disney’s theme parks where The Walt Disney Company has created its
keeping with its the law of the spectacles, mask the reality of life in the
several more.46
46 For a full list see Bryman, The Disneyization Of Society, p. 11.
30
We can see how Disney have cleverly, in manners similar to those of
promote rather than subvert the bourgeois ideology, that is, consumption
détournement itself.
The détournement of signs in this way, has remained a trademark of The
this was taking place during the 1990s when Disney acquired independent
Weinstein brothers, Bob and Harvey, in 1979. They marketed foreign and
‘art house’ films as mainstream, and aimed them at the American market.
Like Water for Chocolate, The Postman, Chocolat and Chocolate and
Chile and Mexico and the U.S. were under negotiation. At a time when
on the U.S. was the film Water For Chocolate. The Postman in mid 1995
31
In Like Water For Chocolate, Chocolat and Chocolate and Strawberry,
the neo-liberal aesthetics through the use of the universal human stories
ie. Love and Sex. Each film is taken from a literary text with the political
edge toned down. As we have seen this a common trend in The Disney
Mexican culture, mostly food, as being sensuous and sexual. This is all
bound together by an eroticized love story which all nationalities can relate
to and enjoy.
U.S. film goers, aswell as film goers from other nations, rely on these
films for the bulk of information on the countries which they depict. By the
interesting to note here that not only does The Walt Disney Company,
rest of the world, but now also through the détournement of foreign films,
public.
Describes this exact process. “Dominant cultures seize upon the dynamics
32
power invisible.”47 This is the essence of what Konrad Becker discusses in
his writings on mass control and society where he dubs the term ‘Hyper-
political entity.
47 Henry A. Giroux, “Reclaiming The Social”, in Film Theory Goes To The Movies, Jim Collins, Hilary Radner and
Ava Collins, New York: Routledge, 1993, p. 37.
33
CHAPTER THREE
Hyper Politics
34
In the previous chapter I illustrated methods of subversion which were
system. I also demonstrated how The Walt Disney Company has utilized
methods similar to these, but for the opposite reasons, that is, increasing
its own power and ideological domination. Up to this point it has become
chapter I will argue my case that The Disney Company has now become
special leeway to run as its own municipality. This vision was to become
contemporary critics who noted that realistically these areas were only
Along with this town Disney also implemented its own privately run
educational facility, which met with disdain not only from critics, but also
the citizens of Celebration, The Walt Disney Company pulled out of both
the school and the town. It would seem that Disney’s decision to pull
35
out of these operations was to avoid negative publicity which may have
Disney-owned school, Henry Giroux argued that during the 1990s, the
means of shaping model citizens who woud adapt to the world they were
presented with, rather than question it. What we can gain from these
stronger influence in the political sphere. That is, the attainment of another
division through which it may channel its ideology. The yielding of these
endeavors did not however deter Disney from seeking alternative routes of
expansion.
games. In the section titled ‘Cool Parents’, however, there are a number of
36
snacks (healthy and unhealthy) from other various brands, which through
synergy are now themed with Disney characters. The conscious desire
of parents to ‘be cool’ and to give their child a healthy lifestyle is not
only likely to encourage them to purchase these goods, but also to make
37
Becker goes on to explain that “A typical move for a political influence
children’s channels and the twenty-four hour live news channel, ABC
News. Although only one of many divisions of the overall company, the
power of The Disney Company’s influence has greatly increased with this
acquisition, offering several more channels to reach the public. Each genre
of channel complete with its own advantageous guise, for the delivery of
I will point out here, that through conglomerations such as this it must
that of democracy. The same thinking can be applied here which Noam
38
It is argued now however, by Douglas Rushkoff, that in this
in place to promote the ideology of the state, but rather has become its
own entity and communicates with its own agenda in mind.55 One such
twin towers. The film was highly controversial and laid the blame for the
Douglas Kellner notes that “In terms of political economy, the emerging
Paul Virilio, in coherence with Kellner, tells us now that it is the time of
defines the space or site of the polis. With this comes the politics of
electronic markets, global capital flows and the minimal state structure,
39
which is necessary for the management of this virtual space of the
political. “The ‘place’ of politics is less the material space of urban terrain
and far more the virtual ‘place’ of communications and the temporality
chronopolitics, the regime of real time which governs what he terms the
The Walt Disney Company now has several branches of real time
interactive ABC News 24, Twitter and Facebook web pages. All these
viewers do not take the necessary time to think and therefore make
the charity involves children playing a game in this virtual world, in which
they can gain virtual coins. By choosing to donate these coins, The Walt
Disney Company then help various unfortunate people from around the
world. The return value of a social investment such as this, for Disney, is
57 Ian James, Routledge Critical Thinkers; Paul Virilio, London: Routledge, 2007, p. 97.
58 James, Critical Thinkers; Virilio, p. 103.
59 http://www.clubpenguin.com/global-citizenship, accessed 07/12/09.
40
outstanding. An instantaneous approval can surely be assumed of any
parent who views this. This positive response, then, not only gains further
good, but also helps to ensure that children will spend more time playing
of the poorer parts of the world, this can be considered as very effective
the main page of The Walt Disney Company’s website. The interactive
question was raised “What’s been your best Christmas present so far?”60
is further desire for consumption- another metaphorical ‘yes vote’ for The
media section of The Walt Disney Company is now its own autonomous
power. This political activity, however, is not only limited to the Disney -
41
ABC – ESPN Television Group. It is very interesting to point out here that
owned by The Walt Disney Company, the other fifty-two percent is owned
(PLA) Hong Kong Garrison gathered several young and old to celebrate the
were held between the Ngong Shuen barracks and the Hong Kong
P.L.A. commented how meaningful it was that the Hong Kong Disneyland
Resort joined with the P.L.A. to celebrate the sixtieth anniversary of the
we could have expected from Walt Disney, nor any other vigilant believer
in a democratic society. What this suggests is the potential for The Walt
Disney Company to now adapt to any new systems and in the name of
expansion and opening new markets. Another case of this ability to adapt
took place recently in Russia, where Disney has just finished producing
Disneys’s second film now fully produced in a foreign language, after its
61 Marketwatch, “Hong Kong Disneyland reportedly adds to expansion plans”, article is accessible at http://www.
marketwatch.com/story/hong-kong-disneyland-reportedly-adds-to-expansion-plans-2009-11-29, accessed 05/12/09.
62 Sidney Sin, “Hong Kong Disneyland Resort joins the People’s Liberation Army to celebrate the PRC’s 60th
anniversary at the Ngong Shuen Chau barracks”, article is accessible at http://news-en.hongkongdisneyland.com/
PressReleases/PressReleaseDetail.aspx?AssetId=e82afa5d-0b83-4040-a785-c99d1c9fa34e, accessed 05/12/09.
42
Fig.12, Master Of Books
43
What all of this points to, the foundation of my argument, is that with
will come to dominate. Such key players as The Walt Disney Company
suggest its willingness pursue, adapt, retreat, and discard policies at its
It seems now that the words ‘national’ and ‘citizen’ shall inevitably
44
CONCLUSION
45
This thesis began last year, as an investigation into the possibilities
The Lion King for semiotic analysis. I chose The Lion King as I knew
came to the realization of what was really at stake when dealing with
culture.
From here I was pointed towards Guy Debord and the Situationist
International and their vision for a radically subjective utopia, free from the
it became apparent that The Walt Disney Company could indeed be seen
studying the theories of Jean Baudrillard, who argued that the existence of
Disneyworld masked the fact that we are now engulfed in hyper reality.
argued, based on the writings of Jacques Lacan, that there does exist an
order of the Real. The Real is that which exists outside of representation
and language. It became clear to me, that it is this order of the Real which
is masked by hyper reality, and hence masked by the spectacle also. The
46
It was the shift towards researching more contemporary philosophers
such as Henry. A Giroux, Paul Virilio and Konrad Becker which led
here will allow The Walt Disney Company to shape, and continue shaping,
the world to its own means. If we take Baudrillard’s definition of the hyper-
real as a phenomenon hiding the fact that there is no longer any real, then
we can take Konrad Becker’s use of the term hyper politics as hiding the
fact that there is no longer any politics. At least not in the way which most
accurate reflections on today’s political space, which still faces the same
pointed out by Žižeck, was that of attacking the system they wished
the spectacle. Zizek points out that the symbolic order is bound by the
signifying chain, “the law of the signifier” as he calls it.63 To use one sign
Walt Disney aimed for utopia through complete objectivity. That is,
47
through the complete replacing of the order of the Real with the symbolic
order. According to Žižek, if the symbolic order and the order of the
Real were identical, the result would be the end of human existence.
That is, that we would cease to make decisions as individuals but rather
can only pacify our subjectivity, it could never completely remove it. Ergo
objectivity.
It seems so, that the only true utopian balance can be achieved at the
pointed out, this would allow all things, to become all things, for all
people.64 For this to truly exist however we need to take it even further
than Vaneigem’s theories of radical subjectivity, which still left room for
The problem here this is that all communication exists, or will exist, in the
it is still a language. It will still bound by the law of the signifier, perhaps
The only hope for a true revolution so, it seems, is to reject all existing
signs and codes. To abandon all which can mask the order of the Real.
Only then can we truly and fully experience our subjectivity. Theoretically,
64 Raoul Vaneigem, Revolution of Everyday Life, ed. Donald Nicholson Smith, London: Rebel Press, 2000, p. 98.
48
BIBLIOGRAPHY
Printed Media:
Barthes, Roland, Image Music Text, ed. Heath, Steven, Fontana Press
1977.
Braudy, Leo and Cohen, Marshal, Film Theory and Criticism, Oxford 2004.
Collins, Jim, Radner, Hilary, and Collins, Ava, Film Theory Goes To The
Movies, London: Routledge, 1993.
49
Debord, Guy, Society of the Spectacle, ed. Knabb, Ken, London: Rebel
Press, 1977.
Giroux, Henry A., The Mouse That Roared; Disney and the End of
Innocence, New York: Rowman and Litfield Publishers inc., 2001.
50
Kellner, Douglas, “Media Culture And The Triumph Of The Spectacle”in
The Spectacle of the Real, King, Geoff, Great Britain: Intellect, 2005.
Thom, Sasha, and Winter, Ben, Arabesque- Graphic Design from the Arab
World and Persia, Die Gesralten Vertlag, 2008.
Turner, Graeme, Film as Social Practice IV, New York: Routledge 2008.
Ward, Annalee R., Mouse Morality; The Rhetoric of Disney Animated Film,
Texas: University of Texas Press, 2002.
Wasko, Janet, Philips, Mark and Meehan, Eileen, Dazzled by Disney? The
Global Disney Audiences Project, Leicester University Press 2001.
Zizeck, Slavoj, Tarrying With The Negative, Duke University Press, 1998.
51
Online Sources:
http://corporate.disney.go.com/corporate/overview.html, accesed
06/11/09.
http://www.fundinguniverse.com/company-histories/Miramax-Film-
Corporation-Company-History.html, accessed 07/11/09.
52
“Home of the Mouse Finds Box Office Success in the Land of the Bear”,
New York Times 13/11/09, article is accessible at http://www.nytimes.
com/2009/11/14/movies/14masters.html, accessed 07/12/09.
Sin, Sidney, “Hong Kong Disneyland Resort joins the People’s Liberation
Army to celebrate the PRC’s 60th anniversary at the Ngong Shuen Chau
barracks”, article is accessible at http://news-en.hongkongdisneyland.com/
PressReleases/PressReleaseDetail.aspx?AssetId=e82afa5d-0b83-4040-
a785-c99d1c9fa34e, accessed 05/12/09.
53