Pitre Jake
Concordia University, Montreal, QC, Canada.
Telev New Media. 2023 Sep;24(6):712-729. doi: 10.1177/15274764221128923. Epub 2022 Oct 27.
The Walt Disney Company has maintained an aggressive approach to brand management for nearly a century. With the acquisition of a number of highly reputable companies, this aggression has become unignorable within the media industry. At the same time, Disney has embraced digital expansionism, culminating with the launch of its own on-demand streaming service, Disney+, in late 2019. The platform's documentary series offer a unique window into this new era of the Disney empire, usefully demonstrating the careful navigation of corporate legacy and history in the creation and maintenance of what I term . Thinking critically about the concept of collective imaginaries in the context of the digital and streaming economies, this article argues that these docuseries illustrate Disney's digital corporate strategy as a narrativization of wonderful work and ever-expanding value.
近一个世纪以来，华特迪士尼公司一直采取积极进取的品牌管理方式。通过收购多家声誉极高的公司，这种进取精神在媒体行业已变得不容忽视。与此同时，迪士尼接受了数字扩张主义，最终在2019年末推出了自己的按需流媒体服务迪士尼+。该平台的纪录片系列为进入迪士尼帝国的这个新时代提供了一个独特的窗口，有效地展示了在创建和维护我所称的……时对企业遗产和历史的谨慎驾驭。本文在数字和流媒体经济的背景下批判性地思考集体想象的概念，认为这些纪录片系列将迪士尼的数字企业战略阐释为精彩作品和不断扩大的价值的叙事化。
