- For example Pocahontas (Mike Gabriel and Eric Goldberg, 1995), a pro-colonial; narrative with stereotyped ethnicity and patriarchal values. The genocidal behaviour of early white settlers in their conduct towards Native Americans is conveniently sanitised.
This term originates from the word 'Disney' and is allegedly applicable to all Disney films as well as other films targeting young children. It links to my study as it is the counter argument to my hypothesis. It suggests that Disney edits its stories to create child friendly tone by removing morally corrupt events. However, it ignores the deep underlying tone which can be interpreted as subconsciously teaching children that patriarchy is acceptable.
Moreover, it neglects the economical influences a film has; Disney alters a story in order to profit from them. Therefore they are concerned with the money rather than the storyline. Capitalist ideologies and values are also placed upon children as they learn that to live happily ever after and get the princes you have to be a princess in a castle. Thus, you have to be affluent which is further exemplified through the princesses’ extravagant attire (dresses).
Lastly, traditional images such as girls wearing dresses and boys wearing trousers are still very much evident in Disney film and are possibly classified as outdated. Additionally, Disney also paints a distorted reality as these stereotypes no-longer holds relevance in modern socity. Again the Disneyfication censorship is possibly harming children through the dark message rather than preserving their innocence.
A parody is the imitation of one media text by another for comical effect.
For example Blazing saddles (Mel Brooks 1974) parodies all the iconographic, narrative and character features of the Western genre; Scary Movie (Keenan Ivory Wayans, 2000) parodies the horror genre.
In relation to Enchanted (2007), it certainly is a parody as it makes constant reference to previous Disney films by mocking them. For example when Giselle (Amy Adams) sings in a Snow White fashion as the animal flourish in the apartment it ridicules the impracticalities of animal, in particular vermin, in the home. Fairytale references include Snow White and the seven Dwarfs, Sleeping Beauty and Cinderella. Interestingly parallel to old previous Disney films instead of producing three dimensional (3D) computer graphically enhanced animation for the first thirteen minutes Enchanted uses traditional cel animation. Through the conventional techniques and through the plot lines Enchanted emulate its Disney predecessors in a humorous fashion.
According to director Kevin Lima, "thousands" of references are made to past and future works of Disney in Enchanted, which serve as both a parody of and a "giant love letter to Disney classics". (Wikipedia)
Disney Corporation (the Walt Disney Company): a vertically integrated, diversified, international media corporation founded by Walt Disney.
- The company has wide holdings across media industries including publishing, broadcasting, film, multimedia, music, theatre, sports and theme parks.
- Disney companies include ABC television (USA) and US regional television holdings, the History channel, the Disney Channel (worldwide), Buena Vista Television, Touchstone Television, Walt Disney Pictures, Miramax, and Buena Vista International together with internet, music, sports and Disneyland theme parks.
In relations to my research this highlights the extent of control that Disney have over children’s viewings. Therefore, like Rupert Murdoch, Disney has a significant influence over the messages they send out and can selectively choose the portrayal of the sexes. Thus, subconsciously from a young age children are taught the way in which they ought to behave according to their sex (gender roles). Children are unable to escape Disney’s messages as they have immense control over the media that targets young children. Often they represent princess as feeble which teaches girls to be passive and the prince/hero is depicts as brave and that encourages boys to behave in a dominate manner.
Pixar is a digital animation company, maker of Toy Story (John Lasseter, 1995), Monsters, Inc (Peter Docter, 2001) and Finding Nemo (Andrew Stanton and Lee Unkrich, 2003).
- Pixar was involved in a distribution deal with Disney, which ended in 2004 to allow the company greater independence.
- Toy Story (John Lasseter, 1995) was a landmark production breaking new ground in the use of computer-generated imagery technology.
Pixar has the same young target audience as Disney. However, Pixar appeal more to boys than Disney. Despite this difference Pixar like Disney has remained conventional in its portrayal of girls and boys. I will be exploring the different approaches and representation of females by both institutions.
Hypodermic needle theory: early attempt in the 1930s and 1940s to explain the effects media texts have on audiences.
- Based on the assumed ‘passive’ nature of a mass audience, the theory argues that consumption of media texts is like the injection of a drug and that the audiences’ behaviour and opinions are opinions are therefore directly affected.
The hypodermic needle theory is applicable to my analysis of Enchanted (2007) as the primary target audience are children and are considered to be a passive audience. Due to children’s innocence and lack of knowledge, in particular under 7 year olds, they are unable to challenge a text because they are not media literate. Therefore the images they have seen are taken at face value (absorbed) as their perspectives are so simplistic they being to emulate the behaviour they have seen. For example young girls watch children cleaning like Cinderella so they mimic this behaviour. Cleverly, institutes use children’s naivety to pass on dark underlying messages onto children. Feminist may argue that these subtle messages help to maintain patriarchy as they allocate positions to both sexes and educate them into accepting these responsibilities.
Controversially, it has been suggested that Disney injects youngsters with rubbish, through the unrealistic view of life that the creators depict. However, it can be argued that the influence that Disney has over its viewers is overestimated. Nowadays, Disney films (like Enchanted, 2007) target older audiences as well as children through the satire and the purpose of Disney is fun family viewing not corrupt young minds.
Stimulus response theory: the theory is associated with passive audience theory which views a media message as a drug administrated to a passive audience with immediate behavioural effects.
Possibly Enchanted (2007) could psychologically affect the audience and cause them to behave like the character whether it’s costume, attitudes or image that the audience are copying. So whatever passive audiences watch it impacts their interaction or opinions.
Levi- Strauss (1908-90): French structuralist anthropologist whose analysis of human culture and myth argued for a common origin of all narratives, based on shared human life experiences fears expectations.
- Using the techniques developed by Saussure, Levi Strauss identified the underlying structures of all myths as being the same. His narrative theory of Binary opposition is based on the essential difference between such concepts as culture and nature, the raw and the cooked, good and evil. Narratives are based on oppositional forces and the resolution of conflict. Audiences are positioned on the side that justifies their own cultural values and resolution reduces underlying anxiety about threats to their way of life.
Enchanted (2007) similar to all fairytales crates a Binary opposition between good and but all there are also character Binary oppositions. Giselle’s purity is contrasted with the tainted witch’s evil intentions. Robert's (hero) generosity is opposed with Prince Edward (false hero) self-love. Although the Binary oppositions basic nevertheless they generalise women either they are good (beautiful) or bad (ugly) which is a harmful assumption. It shows children they have to conform to what is ‘beautiful’ and teaches them the false notion of ‘perfection’.
Musical: a film genre that incorporate songs as part of the films narrative.
- The genre has provided versatile, adapting to different musical tastes and changes in expectations.
- For example, Classical musicals through the decade include: Top Hat (Mark Sandrich, 1935), The Wizard of Oz (Victor Fleming, 1939), The King and I (Walter Lang, 1956), Moulin Rouge (Baz Luhrmann, 2001) and Chicago (Rob Marshall, 2002).
Enchanted has a hybrid genre and uses a variety of conventions. Often Giselle randomly burst into song to express feelings and emotions. This encourages audience interaction and becomes a form of escapism for the audience. Her random singing reflects unpredictable personality. Stereotypically, in the main song Giselle is singing about love which portrays women as romantic as well as being obsessed with love.
Feminism is a political movement to advance the status of women by challenging values, social construction and socioeconomic practices which disadvantaged women and favour men.
- The movement emerged from liberation culture of the 1960s, although individual feminist argued for women’s rights from much earlier in time.
- Feminists have provided an important perspective for the critique of the media products, especially from the standpoint of representation, and have sought to challenge dominant ideologies which reinforce patriarchal values.
- Feminism encompasses various perspectives e.g.: black feminism, liberal feminism, Marxist feminism, radical feminism and post-feminism.
Feminist might argue that Enchanted (2007) maintains a patriarchal meaning through the constant stereotypes. The stereotypes exemplified through the traditional attire. The predictable narrative can be interpreted as promoting sexist ideals e.g. Giselle is rescued by Robert.
Stereotype: the social classification of a group of people by identifying common characteristics and universally applying them in an often oversimplified and generalised way, such that the classification represents value judgements and assumption about the group concerned.
- For example ‘dumb’ blonde, the ‘mean’ Yorkshire man
Stereotypes are prevalent throughout Enchanted from gender stereotypes to class stereotypes. The poor builder is not well articulated compared to the affluent well spoken Giselle.
Sexism: representations that discriminate on the basis of sex, especially against women, which is seen to derive from and sustain patriarchy.
- Some feminists would see any media representation of women that confirmed a stereotype as sexist, for example, the display of women’s bodies as sex objects in lads mags for the entertainment of men.
Enchanted (2007) demonstrates its sexist nature through the stereotypes. However, the Disney representations may have remained constant as audiences expect it or that it still reflects society.
Fantasy – a genre built around an artificially constructed reality which can never exist in real life, often involving classical mythology at all fairy tale.
- Fantasy films generally set real human characters against mythological or supernatural creatures in an imaginary world.
- Computer generated images have made possible a dramatic extension of the fantasy universe.
- For example, the seventh voyage of Sinbad (Nathan Juran 1958), Jason and the Argonauts (Don Chaffey1963), Willow Ron Howard 1988, the Lord of the Rings Trilogy Peter Jackson 2001-2003.
Corresponding to my research, the fantasy life that Giselle leads links to the way certain men view women. Some men feel that women are living in a fantasy world and her deluded nature symbolises her innocence. For a woman to be attractive she must pose a pure virtue.
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