Without doubt digital technologies have revolutionised the way global audiences consume products from the film industry. In particular, web 2.0 has facilitated a new interactive and immersive environment for audiences. Like all film institutions, Disney continually is trying to saturate the internet with content and because their budget is incredibly high, it is easy for the institution to exploit this arena. A fantastic example of Disney utilising web 2.0 is…whilst conglomerates such as Disney find web 2.0 very lucrative, independents are also able to take advantage because…example…However, Marxists would contend that there is an illusion of choice because most consumers are creatures of habit and they are drawn to the major online institutions such as Google, Facebook, IMDB where companies such as Disney have a huge adverting presence.
Moreover, web 2.0 is not the only way institutions can encourage audiences to consume in interactive and immersive ways. Disney infinity…Disney life…However, this domination of the digital sphere is often derided by many critics because it is seen as a form of Disneyfication. Not only is Disney dominating the animation industry (horizontal integration), the institution is also able to manipulate other media industries such as TV streaming, online social networks and the gaming industry (vertical integration). This is seen as cultural imperialism and therefore it has the opposite effect of the designs of media pluralism. It is very hard for children to avoid Disney’s reach and it could be argued that there is a lack of variety for children to consume.
PRODUCTION AND CONSUMPTION
Computer animation – global illumination…Nevertheless, it is also a sign of dumbing down because audiences are confined to the imaginary worlds of one institution (albeit one with subsidiaries).
Without doubt production practices are vital for the critical and commercial success of a film. Thanks to the incredible development of technology and its relative low cost, independent film institutions can now feasibly create films that are comparable in quality to those of the big 6. Aardman Animations for example have enjoyed much success with films such as Wallace and Gromit because their stop motion films have had richly formed characters, engaging narratives, attractive animation and fun and heart warming narratives. However, Disney has mad it incredibly difficult for animation companies to match their vfx because the technology they use is so advanced and their budget is so high, audiences have now become accustomed to such high production values. Therefore, often companies such as Aardman need to work in synergy with other larger institutions. Moreover, they are reliant on larger institutions to distribute and market their films because they do not enjoy horizontal or vertical integration like Disney does (ABC TV, ESPN etc.)