Exploring Concepts..For the Third Time!

Week 4: Chapter 14

(On Disney and the themes of synergy, cultural imperialism, and global media expansion)

            While reading the chapter in our text book about media economics and the global marketplace, I was surprised by the intensity of Disney’s corporate power and ingenious company management. It was interesting to read about Disney’s slow climb up the conglomerate ladder. The explanation of what synergies are and how corporations like Disney use synergy to promote their products was quite fascinating. I’ve noticed while watching ABC (owned by Disney) that the company advertises a Pixar movie during the commercial break or shows an advertisement of excited children flocking to Disneyland. This media conglomeration enables businesses to create synergies to endorse themselves. Disney’s success has catapulted the corporation from the confines of American soil to countries overseas, nestling itself into Europe and Japan via theme parks and spreading its films and cartoon programs across the globe. It is easy to see after reading the background and media terms regarding the company’s rise to mass production that Disney has aided in the cultural imperialism of American products. The sheer amount of sub-branches and minor companies that make up the Disney media family is an eye-opening insight into the way media industries make money and, indirectly or directly, mold hegemony for the masses to follow. Personally, I will be paying extra attention when watching ABC or Disney related media to spot the synergies.