Why Disney is pushing further into the preschool mobile space

Jeremy Dickson, Tuttle SVC, Apr 28, 2014
Commentary by Stephen Downes

If Disney were a benign entertainer (and maybe even educator) of children I wouldn't be so concerned. But one of the risks of a major corporation marketing directly to children is that it becomes the vehicle for even more marketing. Surely, for example, the name 'Doc McStuffins' isn't just coincidentally the name of a certain fast food place that also markets to children. This advertising has long-term impacts (it is interesting to map the advertising on children's 'Superman' radio broadcasts in the late 1940s and early 50s to values expressed in the 60s). What does Disney market? Princesses and rich uncles and an us-versus-them view of the world. And so I'm concerned. As are others.

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