Seminar paper from the year 2002 in the subject Sociology - Media, Art, Music, grade: 1 (A), University of Leeds (Culural Studies department), course: Media Theory, 30 entries in the bibliography, language: English, abstract: In many parts of our world today people dream a dream of magic and illusion, prosperity and happiness, which is essentially an American dream, exported by the wizards of branding, by companies like McDonald's, Nike, Coca-Cola and especially The Walt Disney Company (WDC). Known for being `the inventor of modern branding' and `modern synergy', the Disney company `has managed to insinuate its characters, stories, and image as good, clean, fun enterprise into the consciousness of millions around the earth'.


The WDC today boasts revenue of more than $25 billion from its operations in media networks, consumer products, studio entertainment, Internet, and parks and resorts, and employs 120, 000 people worldwide. Furthermore, it can be seen as `the single most powerful and influential force in the globalization of Western culture'. Having themed parks in California (Disneyland, Anaheim), Florida (Walt Disney World, Orlando), France (Disneyland and Disney Studios Paris), Japan (Tokyo Disney Resort), China (Hong Kong Disneyland), and as rumours suggest having plans for parks in Shanghai and Delhi, Disney spreads its `value-laden environments' across the world. Thereby, it is `extending and expanding Classic Disney - `the Disney universe' or `Disney vision' - into a material and physical existence, as well as 'providing a strong dose of All-American ideology'. Since the theme parks `contribute significantly to Disney's overall corporate goals, providing ongoing revenues and promotion for other parts of the corporate empire' it is worthwhile to closer examine the parks which are viewed by many observers as `showcases for postmodernism' and `panegyrics to capitalism'.