Reasserting the Disney Brand in the Streaming Era - A Critical Examination of Disney+ (Hardcover)

Reasserting the Disney Brand in the Streaming Era investigates the evolution of the Disney brand at a pivotal moment – the move from content creation to acquisition and streaming – and how the company reasserted its brand in a changing marketplace. Exploring how Disney’s acquisition of Pixar, Marvel, Lucasfilm and Fox positioned the company to launch the Disney+ streaming service, the chapters look at the history of those acquisitions, and the deployment of the content, brands, and intellectual property from those acquisitions, through an analysis of the original content that appeared on Disney+. Offering a focused investigation of how the content offered from these various media brands was adapted for Disney+ so that it reflects the Disney brand, the authors illustrate through close textual analysis how this content reflects elements of the "Classic Disney Style." The analysis positions these texts in relation to their industrial contexts, while also identifying important touchstone texts (both television and film) in Disney's catalog. This comprehensive and thoughtful analysis will interest upper-level students and scholars of media studies, political economy, Disney studies, media industries and new technology.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Series:	Routledge Research in Cultural and Media Studies
Release date:	April 2023
First published:	2023
Authors:	Robert Alan Brookey • Jason Phillips • Timothy Pollard
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	140
ISBN-13:	978-1-03-242235-0
Categories:	Books > Humanities > General Books > Social sciences > General Books > Computing & IT > General Books > Arts & Architecture > The arts: general issues > General Books > Business & Economics > Economics > General Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Cinema industry Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Radio & television industry Promotions
LSN:	1-03-242235-1
Barcode:	9781032422350

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