Analysis of a Disney Production – Literature review Example

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The paper "Analysis of a Disney Production" is a great example of a literature review on media. The Western media, more specifically the US-based conglomerates, have been accused of dominating the global market through the promotion of values that appeal to the mass market outside of America. These conglomerates, which include Disney at the top, have maximized their profits by ensuring that they treat viewers and citizens as consumers. They portray content that is not aimed at achieving quality, but rather content that will ultimately satisfy their economic needs through manipulations of viewership.

As a result, most of these conglomerates have been accused of compromising journalistic integrity as they immerse themselves in media politics. What we now see, as a result of this conglomeration, is continued vertical integration, where the companies at the top continue to merge with smaller companies or build new ones from the ground in order to develop further. As a result, smaller corporations have no choice but to merge with these companies or operate in line with them to avoid risking being run out of business. Media and Globalization Globalization, which is a relatively new phenomenon, has spread its roots in the entire world.

With the now instant news dissemination, especially through the internet, media companies are now merging into global firms. These mergers, also known as conglomerations of the media, have had powerful and far-reaching effects the world over. This is due to the fact that the media decides what is aired in the news, it determines political agendas, and it even decides how and when the public may be entertained. According to Esin (2002) conglomeration means that a company (like Disney) can be joint to a movie network, a television broadcast (like ABC), a distribution company, a music company, and hence they accumulate wealth.

The deregulation of media laws in the early 1980s is what created opportunities for companies like Disney to conglomerate. The catch is, though that where media conglomerates are concerned, the focus is easily lost on profits, and instead of treating viewers as citizens, they treat them as consumers.  


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