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Interpreting and Experiencing Disney - Mediating the Mouse (Hardcover, New edition)
Loot Price: R2,469
Discovery Miles 24 690
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Interpreting and Experiencing Disney - Mediating the Mouse (Hardcover, New edition)
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Total price: R2,489
Discovery Miles: 24 890
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Ever since the premiere for the first Mickey Mouse cartoon in 1928,
Disney has played a central role in American popular culture, which
has progressively expanded to include a global market. The company
positioned itself to be a central role in family entertainment, and
many of its offerings - from films to consumable products - have
deeply embedded themselves into not only the imaginations of
children and adults, but also into the threads of one's life
experience. It is difficult to go through life without encountering
one Disney product. Because of this, fans of Disney build
connections with their favourite characters and franchises, some of
which are fuelled further by Disney's own marketing practices.
Similarly, Disney responds to the cultural values of the era
through its films and other media offerings. In this volume,
scholars from varying backgrounds take a close look at facets of
the Disney canon as more than agents of entertainment or
consumption, and into underlying messages at the very heart of the
Disney phenomenon: the cultural response that drives the
corporation's massive production and marketing machine. The
relationship between Disney and its fans is one of loyalty and
love, shaping cultural behaviours and values through the brand and
its products. Disney responds in kind with a synergistic approach
that makes it possible to experience Disney in any format at any
given time. Primary readership will be academics, researchers,
educators, scholars and students working in the fields of media and
cultural studies, especially those interested in marketing and
branding, and in the Disney Company in general. The accessible
writing style and the range of topics covered make it suitable for
postgraduate students and academics working in these fields, as
well as third-year undergraduate students. The book will also
appeal to academics working in the related fields of tourism
studies, film and television studies and, given the focus of some
of the chapters, in gender studies. Although academic in focus, the
accessible writing style does mean that it may also have appeal to
the non-academic reader and fans of Disney.
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