Journal Name:
- Uluslararası İnsan Bilimleri Dergisi
| Author Name | University of Author |
|---|---|
Abstract (2. Language):
Children’s media products reflect the cultural values of their producers and the social, political and
economic conditions under which they were produced. Watching an animated cartoon, therefore,
cannot be regarded as an innocent and simple act of consumption. It rather involves a complex
process of coding/decoding and appropriating cultural meanings. Disney films are not only global
means of entertainment but they can also function as an ideological apparatus. In an era of
globalisation where the boundaries and divisions between entertainment and materiel consumption
are blurred, Arab audiences are faced with a one-way flow of seemingly alien ideas and values that
are disseminated through Disney stories, images and narratives. The relation between structured
patterns of communication under globalization, on one hand, and the local conditions under which
Disney cartoon products are marketed and consumed in the Arab world, on the other, can be
understood as the main axis of globalised diffusion and localised appropriation of American
cultural values and lifestyle among Arab societies.
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FULL TEXT (PDF):
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704-714