Synopses & Reviews
Synopsis
How are children-and their parents-affected by the world's most influential corporation? In this new and expanded edition, Henry A. Giroux and Grace Pollock explore the surprisingly diverse ways in which Disney, while hiding behind a cloak of innocence and entertainment, strives to dominate global media and shape the desires, needs, and futures of today's children. New in this edition is a discussion of Disney's shift in its marketing strategies towards targeting tweens and teens, as Disney promises to provide (via participation in consumer culture) the tools through which young people construct and support their identities, values, and knowledge of the world. The Mouse that Roared takes the reader inside the company's vision of the full range of its media--its films, television, famous characters, and spin-off products and reveals how Disney idealizes and implements its goal of building a world culture-one based on innocence and morals, but insidious in its consumerist exploits.
Synopsis
This expanded and revised edition of Henry Giroux's highly acclaimed book explores and updates the cultural politics of the Walt Disney Company and how its ever-expanding list of products, services, and media function as teaching machines that shape children's culture into a largely commercial endeavor. In addition to updates throughout the book, this edition includes a new discussion of Disney's shift in marketing strategies targeting teens and tweens, a new chapter about globalization and Disney's empire, and a new chapter on Disney and national security after 9/11.