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Make a feminist out of you: Disney´s potential to promote behavioural change in gender stereotyping
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Orientador(es)
Resumo(s)
Disney is a culturally powerful brand, whose products largely shape
behaviour, namely children’s behaviour (Coyne, Linder, Rasmussen, Nelson &
Birkbeck, 2016), making it essential to critically examine the brand’s impact at
various levels. Hence, this dissertation aims to understand the potential of
Disney films to effectively promote behavioural change regarding gender
stereotyping in society. Designed as a case study, this research uses thematic
analysis (Braun & Clarke, 2006) to identify and analyse the gender messages
present on Disney’s two adaptations of the Chinese legendary folk poem “The
Ballad of Mulan” – Mulan (Bancroft & Cook, 1998) and Mulan (Caro, 2020).
Focusing on Disney films and their potential to facilitate behavioural change, this
study frames them as possible products of social marketing campaigns in the
light of Fox and Kotler’s (1980) argument of product development as a medium
to increase the success of social marketing strategies. Results show that the two
version of the Mulan convey contrasting views of women in society, patent on
the noticeable more feminist tone of the live-action remake. Overall, Disney’s
new product strategy seems promising for more equitable portrayals of gender
in cinema, as long as the studios ensure that all gender messages conveyed in the
films reflect progressive tone to prevent latent reinforcement of patriarchal
ideals.
Descrição
Palavras-chave
Disney Films Behavioural change