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Walt Disney

Walt Disney


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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Universität Leipzig (Institut für Theaterwissenschaft), Veranstaltung: Walt Disney: Kulturindustrie und Industriekultur, Sprache: Deutsch, Abstract: "The Walt Disney Company is a diversified worldwide entertainment company with operations in four major business segments: Studio Entertainment, Parks and Resorts, Media Networks and Consumer Products." Diese Arbeit untersucht das strategische Handeln der Walt Disney Company im Bereich Werbung, Merchandise und Public Relations. Zur thematischen Hinführung wird einleitend auf die Gründung und (Weiter-) Entwicklung (nach Walt Disneys Tod) des Unternehmens eingegangen. Ersichtlich wird bereits an diesem Punkt die anfängliche Verbundenheit von Werbung und Trickfilm, die Innovation und Zielstrebigkeit von Walt Disney und eine zwar fordernde aber erfolgversprechende Unternehmenspolitik. Die Kapitel 'Werbung' und 'Public Relations' werden differenziert behandelt und zu Beginn der jeweiligen Abschnitte einführend definiert. Im Vordergrund steht dabei die Instrumentalisierung von Werbung und Public Relations durch den Konzern Disney und ihre strategische Verwendung und Nutzung in der Öffentlichkeit. Die zielbewusste Vorgehensweise des Unternehmens wird anhand von Beispielen aus der Geschichte des Konzerns vorgestellt und analysiert. Die ausgewählten Beispiele beziehen sich auf die gesamte Unternehmensgeschichte von Disney, der Schwerpunkt liegt jedoch eindeutig auf der epochalen Geschäftsführung von Walt Disney und nachfolgend von Michael Eisner und seinem Team . Des Weiteren zeigt diese Arbeit eine Ambivalenz zwischen industriellen Wirtschaftsapparat und kulturprägendem Imperium auf. Eine Ambivalenz, die in vielen Bereichen aufzufinden und in der Rezeption des Betriebes konstant sichtbar ist. Die Stilisierung von Disney (vor allem in Amerika) zu einer moralischen und Werte schaffende Instanz vernachlässigt hä


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Product Details
  • ISBN-13: 9783656345084
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Sub Title: Märchenwelt oder Wirtschaftskosmos?: Eine Untersuchung der Bereiche Werbung und Public Relations der Walt Disney Company in Bezug auf ihre öffentlic
  • Width: 148 mm
  • ISBN-10: 3656345082
  • Publisher Date: 04 Jan 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 95 gr


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