Monday, October 19, 2015

Disney and the Consumer Ideology

Disney is an extremely influential company in our society. It reaches wide and young audiences. Moreover, children can be easily influenced. Dorfman and Mattelart explore this issue in their essay. They argue that Disney material is a vehicle for parents (and for Walt Disney) to introduce and perpetuate their own ideals into young populations. 

One of the quotes from the authors really spoke to me. They said that, "Even to whisper anything against Disney is to undermine the happy and innocent palace of childhood, for which he is both guardian and guide" (110). I have witnessed this barrier many times when talking to friends. Whenever Disney is brought up, many people get extremely defensive. Most individuals don't want to analyze and look at the enterprise critically. Dorfman and Mattelart’s article was written more than 40 years ago, but, even today, it seems that Disney is held up as an irreproachable entity. I admit that I am not guilt free concerning this behavior too. Sometime I catch myself defending Disney because of my emotional attachment. However, as a CMC student, I know I have to be critical especially when it comes the media I enjoy.

Eco’s text really spoke to me as well. Of course it is interesting to analyze the Disney parks from a Florida resident perspective (their presence are constantly affecting us). But the demeanor of my Brazilian peers and their obsession with the parks also instigates me. In Brazil we see this new trend of spending long vacations at Disney. Upper-middle class individuals spend all of their savings in visiting Disney and they repeat this routine again and again (many people come to Orlando every year). They are obsessed with the consumer ideology present in the parks and in Orlando (outlets are also very popular destinations). Vacationing has become a synonym for buying.


Personally, I have never enjoyed visiting the parks very much. Therefore, this new philosophy fascinates me. Pleasure seems to have developed a link to purchasing goods.

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