Dazzled by Disney? : The Global Disney Audiences Project

Products and characters created and distributed by the Walt Disney Company have played important roles in the popular culture of many countries. In some, Mickey Mouse and Donald Duck comic books and films have been popular since the 1930s; in others, the Disney brand name is only now becoming culturally and economically important. "Dazzled by Disney" presents the results of a major research project assessing the global expansion and reception of Disney products, including films, television programmes and merchandising. The Global Disney Audiences Project involved analysis of audience reactions to Disney products in 18 different countries, examining the extensiveness and intensity of their marketing and the ambiguities and contradictions in the reception of the Disney brand around the world. In addition to a summary of the project's fascinating results, 12 country profiles provide further depth and explanation of the specific national and cultural contexts for the reception of Disney products. "Dazzled by Disney" makes an important contribution to on-going discussions about globalization, as well as revisiting issues relating to cultural imperialism and global culture.