Interpreting and Experiencing Disney : Mediating the Mouse

Disney phenomenon: the cultural response that drives the corporation's massive production and marketing machine. The relationship between Disney and its fans is one of loyalty and love, shaping cultural behaviours and values through the brand and its products. Disney responds in kind with a synergistic approach that makes it possible to experience Disney in any format at any given time.Primary readership will be academics, researchers, educators, scholars and students working in the fields of media and cultural studies, especially those interested in marketing and branding, and in the Disney Company in general. The accessible writing style and the range of topics covered make it suitable for postgraduate students and academics working in these fields, as well as third-year undergraduate students.The book will also appeal to academics working in the related fields of tourism studies, film and television studies and, given the focus of some of the chapters, in gender studies.Although academic in focus, the

accessible writing style does mean that it may also have appeal to the non-academic reader and fans of Disney. [Publisher's text]

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