“Disney, Casino Capitalism and the Exploitation of Young Boys: Beyond the Politics of Innocence”
by Henry A. Giroux, t r u t h o u t | Perspective
[…] As a group, young people are vulnerable to corporate giants such as Disney, who make every effort “to expand inwardly into the psyche and emotional life of the individual in order to utilize human potential” in the service of a market society. Since children’s identities have to be actively directed toward the role of consumers, knowledge, information, entertainment and cultural pedagogy become central in shaping and influencing every waking moment of children’s daily lives. In this instance, Disney, with its legion of media holdings, armies of marketers and omnipresent advertisers, set out not to just exploit young boys and other youth for profit; they are actually constructing them as commodities and promoting the concept of childhood as a saleable commodity.
[…] Children are increasingly exposed to a marketing and advertising pedagogical machinery eager and ready to transform them into full-fledged members of the consumer society. And the amount of time they spend in this commercial world defined by Disney and a few other corporations is as breathtaking as it is disturbing. […]