Walt brought Mickey to life nearly 100 years ago, and since has perfected the art of animation, and created an empire whose potential is never ceasing. Over the years, Disney has found new ways to reach untapped audiences, whether that is through film, theme parks, apparel or iphone apps, expanding their influence across a multitude of mediums, seamlessly crossing multiple borders, touching people at every corner of the world. Disney has situated itself in the heart of nearly every family in the world, and it seems that we forget how much of an impact they have on our life. Children are very susceptible to their surrounding environment, and when such a vital part of their learning experience is spent immersed in Disney entertainment, there's cause for concern. We must remember that corporate Disney is just that: a corporation. While many see them as a fun, family friendly source of entertainment, you must remember their number one priority is profit. Not only that, I think it's important to realize just how much of an emphasis they place on influencing generations of children with their self serving propaganda. If done correctly, Disney's empire will continue to grow, and their earning potential will continue to increase. Through film, Disney is able to promote capitalistic ideals to our youth without being questioned, and we eat it up.
So... you're skeptical. I get it. But consider my argument before you come to a decision, because I was just like you when I first entered into the world of Disney criticism. It's hard to believe that a company like Disney, who is responsible for creating the 'Happiest Place on Earth,' would ever do something as deceitful as use their platform to manipulate our minds. And I get it, it's hard for us to consider anyone having the ability to manipulate our minds... we like to believe we're not susceptible to a control like that, but that's the most dangerous part of our situation. We are being manipulated and we don't even know it.
...But how do they do it?
1. Disney's media takeover
Disney owns a big chunk of our cable network, and therefor has a huge platform to spew their capitalistic and pro Disney views. With control over what is aired and what is not, Disney is able to easily exploit the general public from promotional advertisements to smothering bad press. Have you ever considered why you never hear negative news regarding Walt Disney? Maybe because they're in charge of who hears what. It's important to realize who owns the media, because they control what is put out there, and in doing so control us.
Disney's reputation of innocence makes controlling the media very easy. Nobody thinks to consider that what Disney is doing wrong, because what could a furry, fun loving mouse do that could be so bad? They hide behind this privilege, and get away with their underlying agenda because of it.
So, what are they teaching us? And what do they aim to benefit from?
I have found a pattern of 3 specific things throughout the majority of Disney films-social hierarchy, elitism, and elite self fulfillment- which promote capitalism and dismiss forms of democracy and commonwealth. I have decided to pull examples from two films; The Lion King (1994) and The Adventures of Robin Hood (1973). These Disney films deal directly with the pro capitalistic ideals stated above.
Hierarchy
Throughout all Disney films there is a sense of social ranking placed within the narrative. These social rankings fall in line with Disney's capitalistic nature, because it leads audiences to believe (subconsciously or not) that there is a "correct" order in which we are divided into based on power and prestige. This hierarchal pattern leads to needing the "right" ruler in charge, but who determines this? In Disney films it seems that they are simply born to lead. *So not democratic*
Another issue with Disney hierarchical patterns is how they depict the "good" and the "bad".
The "Good" and The "Bad"
If you've never seen The Lion King (which my goodness I hope is not the case), I'm sure you could pick up on which of these characters is which. That is because Disney does an excellent job of detailing villains in a way that makes them stand out. The dark shadowing of Scar (left), and sharp pointed edges of his face symbolize danger. it is common for dark, black characters to be the villain, which is an issue in of itself, while lighter, white characters are seen as good and heroic (way to go Disney). Children learn at a very young age how to distinguish the "good" from the "bad" thanks to Disney, and you can imagine what problems occur with this definition subconsciously holding relevance when it comes to steering clear of danger.
Another issue with Disney films is the overarching presence of elitism, which involves using one's social position to get away with things other people wouldn't.
Elitism
This idea that there is one or a few who dominate society, while the rest take a back seat to the action parallels capitalistic ideals, and is central to Disney's hidden agenda. What is interesting is the idea that it takes someone special, of a certain social degree to bring about justice and peace. While democracy centers on the idea that the people hold the power to evoke change, it seems that in Disney narratives the commoners have little to no power. They remain two dimensional, and have no true effect on the plot of the story.
Elite Self-Fulfilment
Self fulfilment are accompanied only by the stories' elite in Disney narratives. Unlike in democracy, hard work and perseverance means nothing for the commoner. Self realization is simply a land that only the greats can revel in, while the middle class takes a back seat. However, this does not excuse the working class from working. They remain secondary characters throughout Disney films, living a life secluded from the stories elite. While democracy appreciates and awknowledges the work of the commoner, knowing society would not be able to function without them, Disney promotes the idea that the most important thing is the social elite and their quest for self fulfilment.
Elite Self Fulfilment
The Adventures of Robin Hood follows in line with this idea of self fulfilment. The stories main focus is Robin Hood's quest for justice and love, while the working class is underrepresented. The commoners get very little screen time, and their story is unimportant to the plot. If anything, their screen times builds sympathy, and reinforces Robin Hood's quest, highlighting the importance of the elite's adventure.
Overall, Disney uses animation and furry animals to evade criticism and analyzation, because a further look into Walt's most successful films will reveal an underlying promotion of capitalistic views and ideals. Children are raised with Disney, and highly influenced by the subliminal messages that spew from their popular entertainment. Not addressing this problem will lead Disney's influence and manipulation to continue to grow. It is imperative that we put an end to this reliance on Disney once and for all, because allowing their control to continue would be anti-democratic.