Reasserting the Disney Brand in the Streaming Era: A Critical Examination of Disney+ (Routledge Research in Cultural and Media Studies)

Synopsis

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.

Copyright:

2023

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781000866933

Related ISBNs:

9781003364658, 9781032428673, 9781032422350

Publisher:

Taylor and Francis

Date of Addition:

04/07/23

Copyrighted By:

Robert Alan Brookey, Jason Phillips and Timothy Pollard

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Entertainment, Nonfiction, Art and Architecture, Business and Finance

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.