DisneyGlobalization
The Happiest Communication on Earth
Topher Crumpler
University of Colorado Colorado Springs
October 8, 2013
The Happiest Communication on Earth:
Globalizing Disney “I can show you the world. Shining, shimmering, splendid. Tell me princess, now when did you last let your heart decide? I can open your eyes take you wonder by wonder, over sideways and under, on a magic carpet ride. A whole new world.” This popular Disney song from the movie Aladdin by Alan Menken and Tim Rice, accurately describes Disney’s passion to be a globalized company. Focusing on the lyrics a whole new World, Disney’s future plans are just that, a whole new world. Two main focal points surrounding the use of the theory of semiotics are discussed in this paper. Looking at the way Strategic Communication theories and methods are used as well as exploring the use of intercultural communication theories and methods, this paper will examine a particular instance in which Disney marketing teams used tactics regarding theory. Combining the two research areas as well as looking at them both separately will help to further understand Disney’s international conquest. Examining the context of the grand opening of EuroDisney and taking it to the future with the opening of a park in Australia, this paper focuses on the way Disney is implementing a global language to help communicate its brand and continue its success on a global scale.
Strategic Communication Strategic communication, a part of the communication family that stems from a long background in Organizational communication. The way an organization runs makes it successful from the inside out. Strategic communication looks to take that success and develop it on the outside and bring it in to the company. A combination of the two can be a powerful force to reckon with. A brief history of strategic communication points out its hardships during developmental stages in the 1960’s. It highlights the struggle for this type of
Topher Crumpler
University of Colorado Colorado Springs
October 8, 2013
The Happiest Communication on Earth:
Globalizing Disney “I can show you the world. Shining, shimmering, splendid. Tell me princess, now when did you last let your heart decide? I can open your eyes take you wonder by wonder, over sideways and under, on a magic carpet ride. A whole new world.” This popular Disney song from the movie Aladdin by Alan Menken and Tim Rice, accurately describes Disney’s passion to be a globalized company. Focusing on the lyrics a whole new World, Disney’s future plans are just that, a whole new world. Two main focal points surrounding the use of the theory of semiotics are discussed in this paper. Looking at the way Strategic Communication theories and methods are used as well as exploring the use of intercultural communication theories and methods, this paper will examine a particular instance in which Disney marketing teams used tactics regarding theory. Combining the two research areas as well as looking at them both separately will help to further understand Disney’s international conquest. Examining the context of the grand opening of EuroDisney and taking it to the future with the opening of a park in Australia, this paper focuses on the way Disney is implementing a global language to help communicate its brand and continue its success on a global scale.
Strategic Communication Strategic communication, a part of the communication family that stems from a long background in Organizational communication. The way an organization runs makes it successful from the inside out. Strategic communication looks to take that success and develop it on the outside and bring it in to the company. A combination of the two can be a powerful force to reckon with. A brief history of strategic communication points out its hardships during developmental stages in the 1960’s. It highlights the struggle for this type of
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