Blog 11

Walt Disney’s Contributions to Mass Media

Martin Daniels

Mass Communications

Prof. L. Luca

October 31, 2010

            Mass Media is a broad field that encompasses many of our vast media forms and technological advances we see and use in our everyday lives.  When I was given the task of choosing a person, place, or event that has changed mass media to focus my paper on, I was at first a little anxious.  But then I realized how broad of a field it was and, and decided to base my paper on something that has personally affected me as well.  So, for some odd reason the first thing that popped into my head was Disney.  Well, it had a personal effect on me as a child, and it did change the history of mass media forever, since it was produced and created. 

When thinking about who to choose as an innovator I had to think about how this figure changed the way I look at mass media.  As early as I can remember, I watched Disney films.  From Aladdin to Beauty and the Beast I remember how my brother and I would watch those movies over and over again.  As I grew up those films no longer interested me, but Disney was still a part of my life, from family trips to Disney World to the newer innovations in film like joining forces with Pixar.  Disney was not just for kids it was for the family and what were considered typical Disney films evolved into multi-million dollar grossing films like Pirates of the Caribbean.  It astounds me how all of this came from one man, a mouse and his vision for entertainment.

            Walt Disney began creating animated film shorts in the 1920’s and later went on to create full length animated films (Johnson).  Walt Disney was not the first to make animated shorts, but the characters and the audience in which he was trying to reach was unique at that time.  Disney entered the television market with short animated cartoon segments, and then he went on to make full length movies for film, and also movies with actors.  Walt Disney is revered for creating some of the most remarkable characters throughout the history of cinema including Mickey Mouse, Goofy, Donald Duck, Pluto etc.--the list is innumerable.  But, what really set him apart from the animators of his time was the quality of his films versus the competition. 

            Walt Disney’s first full feature animated film was Snow White which was released in 1937.  The film was slated to an earlier release with an initial budget of $250,000 but, was pushed back and the final production budget ballooned to $1.7 million (Johnson).  The movie was well received and helped to establish Walt Disney and the Disney Corporation’s credentials. Walt Disney then used television as the mass media vehicle to get his vision into the homes of everyone who wanted to see a Disney production.  Walt Disney originally did not want to be a part of the mainstream television circuit, but, due to the fact that Walt wanted to create theme parks that would actually make the visitor feel like they are in another world he decided to use television to fund his other goals.

Walt Disney’s Theme Parks contributed to mass communications and media by being the first of its kind.  The Parks and Resorts division was founded in 1971, and it was also where the blueprints for the original park was created.  Disney World as of 2009 hosted approximately 119.1 million guests, which has made them the most visited theme park in the world (Johnson). Walt Disney’s Parks are located all around the world for the convenience of everyone who has grown to love the brand. 

Throughout the entire time that Walt had a functional business and was able to make his art, he always wanted to make sure that he gave back to the people who made him so successful.  He established a system to allocate some his wealth to the needy people around the world.  In some cases Walt would give away tickets to his parks to children and under privileged families that normally would not have had the luxury of visiting the parks without his generosity.  In other cases Walt would give money to non-profit organizations that were federally approved.  Due to the fact that the Company is so popular now, the company can’t help everyone that comes to their door, but they do their best to help as many people as they possibly can (Disney Affairs).

Walt Disney also had an effect on mass media with his time-transcending characters that are known by children and adults worldwide. For example one of his most famous and renowned characters would be Mickey Mouse.  Mickey was created by an elite team of artists based off of a concept that Walt came up with on his own.  Mickey’s character gave way to a wave of new and even more exciting characters like Goofy, Donald Duck, Pluto, Minnie Mouse, and a series of other world known characters.  Walt was considered to be an innovator due to the fact that he was the first to be able to reach adult, children, and teens audiences and have the same positive reaction from all the different age groups. 

Walt had a knack for really understanding what everyone sort of wanted out of their cartoons.  He made them so that there were innuendos in which adults could enjoy, and the common character traits that would appeal to children. Many of our older people can still tell you that they know who Mickey Mouse is because it was there generation’s form of Saturday morning cartoons.  But, this is also a testament to the longevity of the brand and the quality of service in which the Disney Corporation still prides itself on--providing its customers and fellow patrons with quality entertainment for the whole family. 

In his book The Mouse Machine, J. P. Telotte wrote about two factors that set Walt Disney apart as an innovator in media.  Telotte considered Walt Disney to be a central figure in the advancement of technology in entertainment and how he changed the way technology was applied in a post World War II society.  Telotte examined the way Walt Disney and subsequently after his death the Disney Corporation innovated the way we experience media and technology.  From the way Disney used sound in his animation in the 1930s to the use of Technicolor were some of the ways he used technological advancements in his films.  Telotte also wrote about how while other filmmakers were only concerned with film Walt Disney embraced television as a new medium for getting his creations to a mass audience on a regular basis.

According to the Business & Company Resource Center the Walt Disney Company ranked number one most admired company in the world and in California, and fourth most admired company in the United States in 2009 (Fortune).  While the company and its contributions to the economy and media are lauded, it has not been without controversy.  Many people have written about the shortcomings of Walt Disney personally from claims of anti-Semitism to the imperialistic nature of Disney’s ability to dominate the media.  I have chosen to concentrate on the accomplishments of the man and how he has changed the way we view cartoons. 

Walt Disney has been recognized for many things and known for many contributions to the entertainment value of America.  Walt also made a major contribution during World War II by having ninety-four percent of his studios working on information and propaganda films for the government, and also having the studios working on safety films in case of a nationwide emergency. Some of these movies are still seen across the world today still informing people of certain dangers in a way that only Walt could display (Walt Disney Company).

Walt Disney also contributed with his words as well as his strong visual sense.  Some of the most revered quotes that have been used by celebrities and politicians alike have been quoted from Walt Disney.  For example one of the quotes I appreciate the most “"Somehow I can't believe there are any heights that can't be scaled by a man who knows the secret of making dreams come true.  This special secret, it seems to me, can be summarized in four C's. They are Curiosity, Confidence, Courage, and Constancy and the greatest of these is Confidence. When you believe a thing, believe it all the way, implicitly and unquestionably." I personally appreciate this quote because it speaks to the testament of his will and character as a person, and it also lets me know how I can succeed in my endeavors. 

Walt Disney also impresses me in the way that he was innovative in capturing more than just a children’s audience.  Walt Disney kept the entire family in mind when creating his films and theme parks.  Not many people from a media perspective have been able to capture an audience that ranges in age from approximately three to fifty plus.  Through all the media mediums that the Disney Corporation explores there is a tangibility and understanding of going beyond just a segment of the market to involve the family. 

If you ever see advertisements for Disney theme parks they always involve the excitement of the family.  To the ingenious way they have been able to find ways to capture the attention of all family members.  A good example of that is the endorsement of Disney World when the winning team most valuable player says he’s going to Disney World after the super bowl.  The aspect of family and inclusiveness was witnessed in the evolution of Disney’s theme parks like Epcot that is geared to adult visitors. 

In my opinion Walt Disney was the first person to take the media experience and incorporate it into the reality of the consumer.  He saw a way to create characters and then made the experience of interacting with these characters possible.  That in and of itself was a media transformation that many people have duplicated such as Universal Studios.  With the advancement of 3-D technology and the capability of the internet I am sure that Disney Corporation will continue to innovate the media experience.

In summation, I have yet to find a single person who has transformed the way we look at animation and has permeated many aspects of our lives.  Walt Disney was not only a pioneer but also a student of the film industry that used his knowledge to forge a new path through how we see animated movies as well as the live action films he was apart of as well.  Walt Disney in my eyes is an icon of the entire film industry as well as the broad spectrum of the media world.  Walt is known around the world as the father to the animated world of film.  Although he was not the first to dabble in animated film, he was the best at his craft. 

Walt Disney knew how to play on the human emotions, not only in his films but in his theme parks as well.  He had an admirable talent of knowing what people would like and enjoy and how people would react to the new technologies he was displaying at his parks.  Walt gave what he could plus more to people he didn’t know or have ties to, but his generous nature would not allow him to not help someone in need of it.  Walt Disney probably couldn’t have imagined the impact he would have in the future we live in today but, he has directly and indirectly changed the lives of so many people and that’s why I chose him to write about in this paper.

Resources

"World's Most Admired Entertainment Companies, 2009." Fortune, World's Most Admired Companies (annual), March 22, 2010, p. 132. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

"Most Admired Companies in the United States, 2009." Fortune, World's Most Admired Companies (annual), http://www.fortune.com, March 22, 2010. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

"Most Admired Companies in California, 2009." Fortune, World's Most Admired Companies (annual), http://www.fortune.com, March 22, 2010. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

Johnson, Paul. "Walt Disney and His Influence on the Mass Media." Illinois Periodicals Online. N.p., December 3, 2003. Web. 31 Oct 2010. <http://www.lib.niu.edu/1993/ihy930354.html>.

Telotte, J. P. The Mouse Machine. 5th. Champaign: University of Illinois Press, 2008. 1-42. Print.

"Walt Disney: A Biography." The Walt Disney Company. N.p., 05/06/2008. Web. 31 Oct 2010. <http://disney.go.com/vault/read/walt/index.html>. 

Walt Disney’s Contributions to Mass Media

Martin Daniels

Mass Communications

Prof. L. Luca

October 31, 2010

            Mass Media is a broad field that encompasses many of our vast media forms and technological advances we see and use in our everyday lives.  When I was given the task of choosing a person, place, or event that has changed mass media to focus my paper on, I was at first a little anxious.  But then I realized how broad of a field it was and, and decided to base my paper on something that has personally affected me as well.  So, for some odd reason the first thing that popped into my head was Disney.  Well, it had a personal effect on me as a child, and it did change the history of mass media forever, since it was produced and created. 

When thinking about who to choose as an innovator I had to think about how this figure changed the way I look at mass media.  As early as I can remember, I watched Disney films.  From Aladdin to Beauty and the Beast I remember how my brother and I would watch those movies over and over again.  As I grew up those films no longer interested me, but Disney was still a part of my life, from family trips to Disney World to the newer innovations in film like joining forces with Pixar.  Disney was not just for kids it was for the family and what were considered typical Disney films evolved into multi-million dollar grossing films like Pirates of the Caribbean.  It astounds me how all of this came from one man, a mouse and his vision for entertainment.

            Walt Disney began creating animated film shorts in the 1920’s and later went on to create full length animated films (Johnson).  Walt Disney was not the first to make animated shorts, but the characters and the audience in which he was trying to reach was unique at that time.  Disney entered the television market with short animated cartoon segments, and then he went on to make full length movies for film, and also movies with actors.  Walt Disney is revered for creating some of the most remarkable characters throughout the history of cinema including Mickey Mouse, Goofy, Donald Duck, Pluto etc.--the list is innumerable.  But, what really set him apart from the animators of his time was the quality of his films versus the competition. 

            Walt Disney’s first full feature animated film was Snow White which was released in 1937.  The film was slated to an earlier release with an initial budget of $250,000 but, was pushed back and the final production budget ballooned to $1.7 million (Johnson).  The movie was well received and helped to establish Walt Disney and the Disney Corporation’s credentials. Walt Disney then used television as the mass media vehicle to get his vision into the homes of everyone who wanted to see a Disney production.  Walt Disney originally did not want to be a part of the mainstream television circuit, but, due to the fact that Walt wanted to create theme parks that would actually make the visitor feel like they are in another world he decided to use television to fund his other goals.

Walt Disney’s Theme Parks contributed to mass communications and media by being the first of its kind.  The Parks and Resorts division was founded in 1971, and it was also where the blueprints for the original park was created.  Disney World as of 2009 hosted approximately 119.1 million guests, which has made them the most visited theme park in the world (Johnson). Walt Disney’s Parks are located all around the world for the convenience of everyone who has grown to love the brand. 

Throughout the entire time that Walt had a functional business and was able to make his art, he always wanted to make sure that he gave back to the people who made him so successful.  He established a system to allocate some his wealth to the needy people around the world.  In some cases Walt would give away tickets to his parks to children and under privileged families that normally would not have had the luxury of visiting the parks without his generosity.  In other cases Walt would give money to non-profit organizations that were federally approved.  Due to the fact that the Company is so popular now, the company can’t help everyone that comes to their door, but they do their best to help as many people as they possibly can (Disney Affairs).

Walt Disney also had an effect on mass media with his time-transcending characters that are known by children and adults worldwide. For example one of his most famous and renowned characters would be Mickey Mouse.  Mickey was created by an elite team of artists based off of a concept that Walt came up with on his own.  Mickey’s character gave way to a wave of new and even more exciting characters like Goofy, Donald Duck, Pluto, Minnie Mouse, and a series of other world known characters.  Walt was considered to be an innovator due to the fact that he was the first to be able to reach adult, children, and teens audiences and have the same positive reaction from all the different age groups. 

Walt had a knack for really understanding what everyone sort of wanted out of their cartoons.  He made them so that there were innuendos in which adults could enjoy, and the common character traits that would appeal to children. Many of our older people can still tell you that they know who Mickey Mouse is because it was there generation’s form of Saturday morning cartoons.  But, this is also a testament to the longevity of the brand and the quality of service in which the Disney Corporation still prides itself on--providing its customers and fellow patrons with quality entertainment for the whole family. 

In his book The Mouse Machine, J. P. Telotte wrote about two factors that set Walt Disney apart as an innovator in media.  Telotte considered Walt Disney to be a central figure in the advancement of technology in entertainment and how he changed the way technology was applied in a post World War II society.  Telotte examined the way Walt Disney and subsequently after his death the Disney Corporation innovated the way we experience media and technology.  From the way Disney used sound in his animation in the 1930s to the use of Technicolor were some of the ways he used technological advancements in his films.  Telotte also wrote about how while other filmmakers were only concerned with film Walt Disney embraced television as a new medium for getting his creations to a mass audience on a regular basis.

According to the Business & Company Resource Center the Walt Disney Company ranked number one most admired company in the world and in California, and fourth most admired company in the United States in 2009 (Fortune).  While the company and its contributions to the economy and media are lauded, it has not been without controversy.  Many people have written about the shortcomings of Walt Disney personally from claims of anti-Semitism to the imperialistic nature of Disney’s ability to dominate the media.  I have chosen to concentrate on the accomplishments of the man and how he has changed the way we view cartoons. 

Walt Disney has been recognized for many things and known for many contributions to the entertainment value of America.  Walt also made a major contribution during World War II by having ninety-four percent of his studios working on information and propaganda films for the government, and also having the studios working on safety films in case of a nationwide emergency. Some of these movies are still seen across the world today still informing people of certain dangers in a way that only Walt could display (Walt Disney Company).

Walt Disney also contributed with his words as well as his strong visual sense.  Some of the most revered quotes that have been used by celebrities and politicians alike have been quoted from Walt Disney.  For example one of the quotes I appreciate the most “"Somehow I can't believe there are any heights that can't be scaled by a man who knows the secret of making dreams come true.  This special secret, it seems to me, can be summarized in four C's. They are Curiosity, Confidence, Courage, and Constancy and the greatest of these is Confidence. When you believe a thing, believe it all the way, implicitly and unquestionably." I personally appreciate this quote because it speaks to the testament of his will and character as a person, and it also lets me know how I can succeed in my endeavors. 

Walt Disney also impresses me in the way that he was innovative in capturing more than just a children’s audience.  Walt Disney kept the entire family in mind when creating his films and theme parks.  Not many people from a media perspective have been able to capture an audience that ranges in age from approximately three to fifty plus.  Through all the media mediums that the Disney Corporation explores there is a tangibility and understanding of going beyond just a segment of the market to involve the family. 

If you ever see advertisements for Disney theme parks they always involve the excitement of the family.  To the ingenious way they have been able to find ways to capture the attention of all family members.  A good example of that is the endorsement of Disney World when the winning team most valuable player says he’s going to Disney World after the super bowl.  The aspect of family and inclusiveness was witnessed in the evolution of Disney’s theme parks like Epcot that is geared to adult visitors. 

In my opinion Walt Disney was the first person to take the media experience and incorporate it into the reality of the consumer.  He saw a way to create characters and then made the experience of interacting with these characters possible.  That in and of itself was a media transformation that many people have duplicated such as Universal Studios.  With the advancement of 3-D technology and the capability of the internet I am sure that Disney Corporation will continue to innovate the media experience.

In summation, I have yet to find a single person who has transformed the way we look at animation and has permeated many aspects of our lives.  Walt Disney was not only a pioneer but also a student of the film industry that used his knowledge to forge a new path through how we see animated movies as well as the live action films he was apart of as well.  Walt Disney in my eyes is an icon of the entire film industry as well as the broad spectrum of the media world.  Walt is known around the world as the father to the animated world of film.  Although he was not the first to dabble in animated film, he was the best at his craft. 

Walt Disney knew how to play on the human emotions, not only in his films but in his theme parks as well.  He had an admirable talent of knowing what people would like and enjoy and how people would react to the new technologies he was displaying at his parks.  Walt gave what he could plus more to people he didn’t know or have ties to, but his generous nature would not allow him to not help someone in need of it.  Walt Disney probably couldn’t have imagined the impact he would have in the future we live in today but, he has directly and indirectly changed the lives of so many people and that’s why I chose him to write about in this paper.

Resources

"World's Most Admired Entertainment Companies, 2009." Fortune, World's Most Admired Companies (annual), March 22, 2010, p. 132. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

"Most Admired Companies in the United States, 2009." Fortune, World's Most Admired Companies (annual), http://www.fortune.com, March 22, 2010. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

"Most Admired Companies in California, 2009." Fortune, World's Most Admired Companies (annual), http://www.fortune.com, March 22, 2010. Business Rankings Annual 2011. Gale, 2011.
 Reproduced in Business and Company Resource Center.   Farmington Hills, Mich.: Gale Group, June 2002.   http://galenet.galegroup.com/servlet/BCRC

Johnson, Paul. "Walt Disney and His Influence on the Mass Media." Illinois Periodicals Online. N.p., December 3, 2003. Web. 31 Oct 2010. <http://www.lib.niu.edu/1993/ihy930354.html>.

Telotte, J. P. The Mouse Machine. 5th. Champaign: University of Illinois Press, 2008. 1-42. Print.

"Walt Disney: A Biography." The Walt Disney Company. N.p., 05/06/2008. Web. 31 Oct 2010. <http://disney.go.com/vault/read/walt/index.html>.