Disney and Gender
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Children’s views and perceptions of gender and gender roles are largely influenced by the media. One of the major aspects of the media which children are influenced by is that of motion pictures, and movies. Studies have suggested that children who are exposed to large amounts of media at a young age are more likely to develop poor cognitive skills, as discussed by (Hecht, 2011). As discussed by (Sawyer, 2012) the average child watches approximately two and a half to three hours of television per day, and nearly twenty hours per week. Preschool aged children watch more television and movies than adolescence do, and form their beliefs of gender norms and requirements at a very young age.
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As discussed by (Corsarro, 1997) children are active and eager learners, who use the information gathered from their environment to form the basis of their identity and their place in society. Children learn through imitation, and social modelling has a major impact on a child’s development of ideas of gender and gender appropriate behaviours. The media is highly responsible for teaching children about social norms and ideals and children are persuaded to act and think in certain ways. “Research additionally indicates that watching televised gender portrayals has an effect on individuals ‘real-world gender-based attitudes, beliefs and behaviours”- (Morawitz & Mastro, 2008, pg. 131). As highlighted by (Orenstein, 2006) psychologists have discovered that children are like sponges; they absorb the images and ideas projected to them very easily, and are easily influenced by the media. Until ‘permanency’ occurs children will behave in ways that are portrayed to them by society (Blaise, 2010).
Disney is one of the most accessed forms of media by children worldwide. As stated by Hecht, 2011 Disney is the second largest media company in the word; generating sales of more than $USD22 billion annually. The Walt Disney Company was formed on 16th October, 1923 by Walt and Roy Disney. The first Disney feature length animation film Snow White and the Seven Dwarfs was released in December 1937, and Disney has released over 970 full-length live-action features, 90 full-length animated features, 550 cartoon shorts and 50 live action shorts, as discussed in the 2012 Annual Walt Disney Company Report (Walt Disney Company, 2012). The Walt Disney Company has expanded over the years, and currently has television channels, motion pictures, hotels, resorts, theme parks, merchandise, radio stations, games, toys available worldwide.
As discussed by (Unicef, 2005) it is important that children's rights are maintained and upheld by the media. It is important for children to be protected from media which is harmful to their development and well-being. As discussed by (Unicef, 2005) this should be promoted internationally, and should consider children's diversities. Children should be given freedom of choice, and be prepared for "responsible life in a free society, in the spirit of understanding, peace, tolerance, equality of sexes, and friendship among all peoples" - (Unicef, 2005, pg. 14).
Disney is one of the most accessed forms of media by children worldwide. As stated by Hecht, 2011 Disney is the second largest media company in the word; generating sales of more than $USD22 billion annually. The Walt Disney Company was formed on 16th October, 1923 by Walt and Roy Disney. The first Disney feature length animation film Snow White and the Seven Dwarfs was released in December 1937, and Disney has released over 970 full-length live-action features, 90 full-length animated features, 550 cartoon shorts and 50 live action shorts, as discussed in the 2012 Annual Walt Disney Company Report (Walt Disney Company, 2012). The Walt Disney Company has expanded over the years, and currently has television channels, motion pictures, hotels, resorts, theme parks, merchandise, radio stations, games, toys available worldwide.
As discussed by (Unicef, 2005) it is important that children's rights are maintained and upheld by the media. It is important for children to be protected from media which is harmful to their development and well-being. As discussed by (Unicef, 2005) this should be promoted internationally, and should consider children's diversities. Children should be given freedom of choice, and be prepared for "responsible life in a free society, in the spirit of understanding, peace, tolerance, equality of sexes, and friendship among all peoples" - (Unicef, 2005, pg. 14).
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As reported by Walt Disney Company, 2012 over 143 Million people subscribed to the Disney Channel in 2012. As stated by (Disney By Numbers 2007-2013) approximately 98 percent of children between the ages of three and eleven are aware of who Mickey Mouse; the infamous Disney character is. Over 2.4 Billion US Dollars are made annually by the Disney Princesses Franchise, and over 200 Million Cars Franchise units are sold annually. There are 350 Disney stores worldwide. Recently, Disney has also expanded their marketing towards infants, through their Baby Einstein programs, which is now available in 30 countries and 25 languages.
Many Disney all time best-selling movies are out-dated, and are set in times when women were seen as domestic, vulnerable, highly-emotional, “damsels in distress” and dependant on men for emotional support and also financial support. For example, the film Cinderella (Ranking the 9th most viewed Disney movie) which was produced in 1950 portrays Cinderella as a woman without any value or purpose other than participating in domestic chores until she meets her Prince Charming. In the film Snow White and the Seven Dwarfs Snow White can also be observed partaking in similar duties, and is responsible for caring for seven men, as discussed by (Sawyer, 2012).
In their research (England & Descartes, 2012) discovered that females in Disney films were more likely to be cooperative and submissive as well as rebellious. Female characters are often shown talking and singing to animals, and cooking and cleaning. The male characters were presented as more dominant, physically strong, and more fierce and certain. The appearance of the characters is very similar in many of the Disney Movies. The princess or main female character is slim with a small waist, long hair, very feminine and soft features, and spends time on her appearance. The prince is tall, with broad shoulders, is muscular, and has a very deep voice. His chin is usually very strong, and he has large biceps. In recent times Disney has decreased their portrayal of gender stereotypes in their films, such as through their 2011 Tangled film in which Rapunzel‘s hair is cut into a short style and remains that way. Their film Pocahontas also shows a brave and courageous, dominant female character who is certain of her beliefs and attitudes. Whilst the Lion King portrays Simba as strong and courageous, the Lion King II portrays Kiara (Simba’s daughter) in a similar way, which is very different to how her mother Nala is portrayed in the first film.
Many Disney all time best-selling movies are out-dated, and are set in times when women were seen as domestic, vulnerable, highly-emotional, “damsels in distress” and dependant on men for emotional support and also financial support. For example, the film Cinderella (Ranking the 9th most viewed Disney movie) which was produced in 1950 portrays Cinderella as a woman without any value or purpose other than participating in domestic chores until she meets her Prince Charming. In the film Snow White and the Seven Dwarfs Snow White can also be observed partaking in similar duties, and is responsible for caring for seven men, as discussed by (Sawyer, 2012).
In their research (England & Descartes, 2012) discovered that females in Disney films were more likely to be cooperative and submissive as well as rebellious. Female characters are often shown talking and singing to animals, and cooking and cleaning. The male characters were presented as more dominant, physically strong, and more fierce and certain. The appearance of the characters is very similar in many of the Disney Movies. The princess or main female character is slim with a small waist, long hair, very feminine and soft features, and spends time on her appearance. The prince is tall, with broad shoulders, is muscular, and has a very deep voice. His chin is usually very strong, and he has large biceps. In recent times Disney has decreased their portrayal of gender stereotypes in their films, such as through their 2011 Tangled film in which Rapunzel‘s hair is cut into a short style and remains that way. Their film Pocahontas also shows a brave and courageous, dominant female character who is certain of her beliefs and attitudes. Whilst the Lion King portrays Simba as strong and courageous, the Lion King II portrays Kiara (Simba’s daughter) in a similar way, which is very different to how her mother Nala is portrayed in the first film.
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Though it can be noted that Disney has improved the way it portrays gender and gender norms in its recent publications; their older films are still viewed by children. Although during the 1950’s when Cinderella was first produced it was common for women to be the housekeepers and to be submissive, children are still exposed to these ideas and stereotypes. Hecht, 2011 highlights that it is important for parents and caregivers of children to inform their children of how there has been a shift in gender roles, and the importance of informing children of the fact that Disney is fictional, and Orenstein, 2006 states that “This awareness has the ability to better the lives of children in preventing self-esteem issues and conquering childhood as independent/original individuals and not as what society pressures them to be”- (Orenstein, 2006, pg. 34).