Disney is shifting consumer politics in terms of maneuvering the marketplace, and business arena. The company seeks to "dominate the public discourse and undermine the political capacities necessary for the next generation of young people to sustain even the most basic institutions of democracy" (Giroux, 2011). Essentially, the company is exploiting the youth and young adult culture in order to drive the narrative and influence the ways in which individuals think about their democracy. Disney is also depoliticizing the marketplace in terms of saturating consumers with its media. The company is a dominating force across multiple media, and this is leading to a desensitized public sphere in terms of combatting the company. In other words, consumers are no longer fighting or even attempting to fight the company in its aims and objectives to generate additional revenue across each of its platforms. Due to Disney’s reach globally, the company is dominating is on trend to extend its reach into countries that it has yet to tap into. Presently, the company is in the United States, China, the UK, and Canada for the most part. However, through political shifts in the marketplace in terms of consumer consumption, it is only a matter of time before the company extends into other countries.
Disney has a considerable reach among multiple types of media and is progressing substantially, in terms of its economics. From consumer products to online media to publishing to home entertainment, the brand is well-known and well-respected. However, the fluctuations of the economy have caused the company to have some financial setbacks in certain areas.
In terms of the environment, Disney is noted for having an incredible "balance between creativity and finance [within] a competitive and intense environment" (Case Study, n.d.). To this end, the company is frequently engaging in ways to ensure it aligns with the time as it relates to the environment such as implementing global warming initiatives and a sustainability strategy.
References
The Disney Difference from Mouse House to agile giant [Case Study]. (n.d.).
Giroux, H. A. (2011, August 21). How Disney Magic and the Corporate Media Shape Youth Identity in the Digital Age. Retrieved from TruthOut website: http://www.truth-out.org/opinion/item/2808:how-disney-magic-and-the-corporate-media-shape-youth-identity-in-the-digital-age
