Disney in Shanghai

In Chapter 10 of “Practices of Looking” Sturken & Cartwright explain the increase of global marketing in key American brands in recent years. Disney is an example of a company that is increasingly promoting itself globally, despite sometimes vast cultural differences between the company and the country in which it develops. Just a few weeks ago, it was confirmed that China’s planning agency approved plans for a Disney theme park in Shanghai, China’s biggest city.

Disney has been trying to expand their brand all over the world (and are often accused of forcing their products in international markets and thus contributing to homogenization), but originally had trouble with China because of the restrictions that the government enforces on the media throughout the country. Still, to lay the groundwork for approval, Disney had been exposing the Chinese population to Disney film, television, and products for years. Disney obviously wants to grow in China to capitalize on the large population and the economy in the country, and hopes to entice the population to frequent the parks

What I think is most interesting about this venture is that Disney represents American “social values” that differ greatly from those in China. Obviously, the rides and classic attractions will be slightly altered to fit Chinese culture, and they will most likely create new rides to incorporate Chinese stories and history. Still, Disney is considered a very “American” brand, and China if known for being very strict and strategic with what Western views can be exposed to Chinese culture. For example, only 20 non-Chinese films are allowed to be shown per year in China, and even those are often altered to make sure they fit governmental standards.

The NY Times explains that, “Throwing open its doors to such a uniquely American - and permanent - entertainment experience is a milestone for China, which has aggressively protected its culture from Westernization in general and Hollywood in particular.” This is a great example of a brand in corporate America becoming global and thus contributing to the global flow of visual culture on an international scheme.