Graduation Date

5-2017

Document Type

Honors Thesis

Degree Name

Bachelor of Arts

Department

Communications and Media Studies

Director of the Honors Program

Gigi Gokcek, Ph.D.

First Reader

Brad Van Alstyne, M.A.

Second Reader

Nnekay Fitzclarke, M.L.I.S.

Abstract

One might not realize the empire standing behind the brand name “Disney” and what has gone into the creation of such a multifaceted business model that is leading the industry. While Disney, officially called The Walt Disney Company, has hand-crafted every element of the magical experiences and creations they put forward, there is an underlying business model and leadership skill-set that has brought the company ahead of the rest. It is within the social sciences that we can focus on this model and how it affects the rest of the film and mass media companies who strive to mimic the enterprise that is second to none. I argue that there is a “magic,” a defining factor, behind the constructed ‘magic’ Disney puts forward. Concepts from both disciplines, communications, and leadership studies, can be examined and applied to the enterprise by looking at what sets it apart, defining it as the most powerful entertainment brand in the world. According to Business Insider and extensive research, “Disney is not only powerful because of its recent purchases: It benefits from a long and established history.”

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