Understanding Disney: The Manufacture of Fantasy

by Janet Wasko

Since the 1930s the Walt Disney Company has produced characters, images, and stories which have captivated audiences around the world. How can we understand the appeal of Disney products? What is it about the Disney phenomenon that attracts so many children as well as adults?
In this major new book, Janet Wasko examines the processes by which the Disney company - one of the largest media and entertainment corporations in the world - manufactures the fantasies which enthrall millions. She analyses the historical expansion of the Disney empire, examines the content of Disney's classic films, cartoons and TV programs and shows how they are produced, considering how some of the same techniques have been applied to the Disney theme parks. She also discusses the reception of Disney products by different kinds of audiences. By looking at the Disney phenomenon from a variety of perspectives, she provides a fresh and comprehensive account of one of the most significant media and cultural institutions of our time.
This important book by a leading scholar of the entertainment industries will be of great interest to students in media and cultural studies and will appeal to a wide readership.

Genres: Nonfiction, Film

Paperback

First published April 6, 2001

Reviews

[Rebecca · Rating 4 out of 5]

There is so much I could write in reflection of this total dissection if the Disney empire. I am what the book refers to as a “reluctant consumer” of Disney media and thus was so intrigued to inform myself more on the history, operations, and interpretations of all things Disney, from its classic films to its theme parks. Disney has permeated not just all of our American culture, but our universe. This book explores why that is and its impact. At its core, Disney is portrayed as a source of entertainment, not education, that starts in young children and plants such deep roots that it ultimately grows and blooms inside of the child as he or she becomes an adult. Many embrace the magical ideology of Disney, but “happily ever after,” as illustrated by the many examples of widespread corporate takeover, is not a complete accurate depiction. Wasko excels in providing a variety of perspectives on one of the most significant institutions of our time and at times, had me reconsidering my own preconceived notions and opening my mind up to all the ways Disney can and should be viewed.

[Kamilla Peter · Rating 4 out of 5]

Read for my PhD

[Kallen Kentner · Rating 2 out of 5]

I was not impressed with this book. I took her class, and feel likewise about the class. Part of the problem may have been that it seemed pretty out of date (about 10 years old).

Wasko seems to draw many unfounded conclusions and I don't agree with some of her analysis. For example, Freudian analysis is outdated and outmoded. In this modern day, most scholars disagree with most of Freud's ideas. Wasko spends an entire chapter on Freudian analysis.... of Pinnochio. Are you serious?? I don't care how many penis references there are or where sibling rivalry takes place. Lets concentrate on the modern implications of Disney and its impact on our culture.

To be fair, she does, but it seems less complete.

Some inside information: Wasko uses the "Global Disney Analysis" in her book, a study she and a group of researchers conducted. In class, she explained it and said something to the effect of we got thoroughly criticized for our methods. Peer review is the cornerstone of scientific study. Come on.

I give this two stars, not zero or one, because I realize that my analysis of this book is mixed up into my feelings about the class. Also, there were sections of the book that were fascinating and thought provoking. Sadly, many of these areas seem to be where she draws on other people's research or analyses.

[Courtney · Rating 4 out of 5]

Though this was an assigned reading for a Children's Television class, it was an smooth read. I enjoyed her focus on the company instead of trying to write a psychoanalysis of Walt Disney himself. Unforetunately this book is a tad outdated by now, +10 years later, the book could benefit from a new edition.

[em]

one down five to go woooo essay writing

[Debra Ryan · Rating 3 out of 5]

Dense, and although it strives for objectivity, is quite cynical about "Disney magic". Manages to be thought-provoking while destroying illusions. Make sure you're reading the newest edition.

[William Dury · Rating 3 out of 5]

The scholarly world isn’t happy with the Disney “empire” and Ms. Wasko leads The Mouse down the academic hall of shame citing racial and gender insensitivity, business success, Americanization of European fairy tales, belief in hard work, globalization, and god knows what else. She is particularly incensed by the merchandising. She makes the sale of toys to children equivalent to clubbing baby seals, her objections to Disney as a whole never seem to end, and much of it sounds like gibberish. Thank heavens for people who think critically about the rest of us and discuss it with their peers. At length. In code.

Disney is probably better understood as a businessman than an artist. This is obvious to most of us but to those opposed to a market economy it is an important point. “...Disney’s magic and fantasy are deliberately manufactured-they are produced by one of the largest media and entertainment corporations in the world,” (p 1). Gosh! Really?

Ms. Wasko and I find common ground on page 13: “...most accounts agree that Disney’s talent was in story editing and development; he seemed to have an innate sense of what would entertain the public and an ability to communicate his ideas to his staff. Above all, Disney was committed to mass culture.” She quotes Disney multiple times asserting that he saw himself as an entertainer, not as an artist. And he had a point. Except for the Mickey-sorcerer sequence, “Fantasia” is an unfocused mess.

Ms. Wasko and I diverge is on our views of the legitimacy of business and the virtues of mass culture. Nonetheless, she and her fellow scolds do perform a necessary and laudable public service. Disney and/or any other corporation should be called out for any perceived or real wrong doing, and our shared American culture is the stronger for criticism and demands for change, and most certainly correctly subject to annoying critiques by its most irritating members.

[Justin · Rating 4 out of 5]

This was a good overview of all aspects of Disney’s business, including its history, issues with its output, the full range of its empire, and how it operates. Interesting to read why some films like Frozen did really well without much marketing effort.

[Rexhurne · Rating 2 out of 5]

This books gives the clear and important message that an entertainment company is not supposed to be a good friend or an entity that deserves unquestionable consumer loyalty. It shows how people get manipulated by a company narrative (especially of the man Walt Disney) to overlook shady business practices. That message is more important than ever, especially in the videogame world these days, although in Disney's case probably not as shocking a message as when this book first came out. Still. it's insightful in Disney's history and some of the business practices that warn against the ever increasing power of big corporations in general.

A big minus for this book while reading these days, is that the information is quite outdated (nothing past 2000), especially when talking about consumer activities this shows. It talks about VHS tapes! Disney has so much additional power and franchises in the last 20 years, that it makes this book mostly obsolete. This is more of a reference book that gives a taste in all kind of research in different field that has been done. It only scratches the (outdated) surface in that regard.

[Lauren · Rating 4 out of 5]

A really fine dissection of the Disney company. Wasko pulls together information from her course on Disney at the University of Oregon, as well as other notable Disney critiques like Vinyl Leaves and Inside the Mouse. Given it's publication in 2001 it feels a little dated in places, but overall a fascinating read.

[Dan · Rating 4 out of 5]

Excellent study of the political economy of the Disney corporation. Too bad that the writing is pretty clunky and that Wasko pulls too many punches, leaning on other authors for all the most trenchant criticisms.

[Amy]

Was going to read for Trysh Ind. Study but didnt.

[Heather Downs · Rating 4 out of 5]

Wasko gives an excellent overview of the history and power of the Disney Corporation.

[Frida · Rating 3 out of 5]

A very thought provoking book and at times immensely interesting .. But slightly out of date.

[Dalice · Rating 4 out of 5]

While dated, if you're interested in a (relatively) holistic look at the Disney machine, this is a great movie with great information and insight.