‘It all started with a mouse’ is a common theme explored when we research where the iconic Disney company all began and when we consider the dreamer behind the stories we recognise Walt Disney. Disney created The Walt Disney Company with the dream to bring alive the traditional American values of family and children.
It was former Paramount President Michael Eisner that would subsequently save and change the Walt Disney Company from the loss of profit Disney was experiencing in the 1980’s to its productive and stable state today. When Eisner took control of Disney he sought to revitalise the company starting with its “core competencies” (Capodagli and Jackson, p. 195) in his aims to expand the Disney company in all possible directions at once (Bryman, p. 33).
However it was the changes Eisner had made that has been the cause of much criticism which has shown alienation of the original intentions of Walt Disney (Budd and Kirsch, 117). Such accusations as the commercialisation of children and children’s culture, numerous race and ethnical representations and how softly the more sensitive aspects of American history have been treated within Disney animations (Booker, p. 60). In the early 2000’s Eisner became the main blame for Disney’s increased lack of focus seeming to be leading the company stray (Canals, p. 199).
Eisner’s position had direct influence to the material that Disney was creating through a system of centralization where Eisner himself sat at the centre of all decision making to do with the company (Stewart, p. 116). Eisner had a strong management team that were prevented from gaining control through the use of a strategic-planning unit which was used to regularly act as a check on their power which was later restored by Igor when Eisner was sacked (Pasiuk, p. 300). Despite the boardroom being the main place for ideas to develop, Eisner was the overseeing man in charge where all decisions suggested would be passed on through chiefs directly to him (Stewart, p. 116). The main argument is that Eisner’s problem with sharing power (Dourado, n.p) gave him personally enough power to use Disney for personal gains.
“Given Disney’s powerful presence in society, the implications of its worldview suggest that the company has the potential to act as a competitor to religions place in culture and as a hegemonic force” (Ward, p. 134).
References:
Booker, M.Keith. Disney, Pixar, and the Hidden Messages of Children’s Films. California: ABC-CLIO. 2010.
Bryman, Alan. Disney and His Worlds. London: Routledge. 1995.
Budd, Mike. and Kirsch, Max.H. Rethinking Disney: Private Control, Public Dimensions. USA: Wesleyan University Press. 2005.
Canals, Jordi. Building Respected Companies: Rethinking Business Leadership and the Purpose of the Firm. Cambridge: Cambridge University Press. 2010.
Capodagli, Bill and Jackson, Lynn. The Disney Way: Harnessing the Management Secrets of Disney in Your Company. New York: McGraw-Hill Professional. 2001.
Dourado, Phil. The 60 Second Leader: Everything You Need to Know About Leadership, In 60 Second Bites. Chichester, UK: Capstone Publishing. 2007.
Pasiuk, Laurie. Vault Guide to the Top Media &Entertainment Employers. Ed 1. USA: Vault Inc. 2005.
Stewart, James.B. Disney War. New York: Simon and Schuster. 2005.
Ward, Annalee.R. Mouse Morality: The Rhetoric of Disney Animated Film. Texas: University of Texas Press. 2002.
Image: 'The Lion King' copyrighted Disney Enterprises Inc.
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