The Disney Media Networks - Assignment Example

The Disney Media Networks It was founded by Walt and Roy Disney as Disney brothers cartoon studio in October 16, 1923. At this time, it majored in production of American animation. The family- run business grew to become a huge corporation with diverse interests in various aspects of the media. This includes media networks, parks and resorts, studio entertainment, consumer products and interactive media (Gabler 13). The Disney media networks expanded its existing operations and started divisions focused upon theatre, radio, music, and a variety of properties on the television. The Studio Entertainment unit is the foundation on which the Walt Disney Company would be built, and at its heart are world-renowned animated features and live-action motion pictures. (Kotler 24) The Disney Company had a well defined corporate identity and worked extremely hard to control their public image. This resulted to businessmen and organization interested in placing Mickey Mouse character, logos and images on the cover of their products. The Consumer Products extended the Disney brand to merchandise ranging from apparel, toys, and books to interactive games, foods and beverages, electronics and delicate art. The founder of Walt Disney Company, Walt Disney died on December 15, 1966, of lung cancer. His persona that is the Walt Disney the character, and the role of Roy Disney and the creative input of nine old men, should never be underestimated while considering the history of the company (Michaels 45). Roy Disney took over as chairman, CEO, and president of the company after the death of his brother. One of his first acts was to rename Disney World as "Walt Disney World," in honor of his brother and his vision. Walt Disney had a vision of building Disneyland. These parks served as valuable role in shaping the Disney identity as well as for tourist attractions. Walt Disney could quote saying,” Disneyland began when my two daughters were extremely young. Saturday was always Daddy's Day, and I would take them to the merry-go-round and sit on the bench eating peanuts while they rode, sitting there, alone, I felt there should be something built of Family Park where parents and children could have fun together. (Williams 34) The death of Walt Disney snatched a brilliant innovator, who was constantly inventing and reinventing to keep his studio ahead of the game. Even after his death, the company, which bears his name, has continued with his philosophy. The new technique is the animated feature which is now more competitive than ever. The Walt Disney Company Director, Emaritus Roy E. Disney, died on stomach cancer on December 16, 2009. During his time of death, he had owned roughly 1% of the Disney which could amount to 16 million shares. Roy Disney was the last member of Disney family to be actively involved in the operation of the Walt Disney Company and also working in the company altogether (Wasko 63). At the time of Roy Disney death, the Chief Executive Officer was Mike Eisner who took the reins in 1884. He could be credited for turning Walt Disney around through his policy of expansion into television, the internet, sports, publishing and music. Due to these range of media companies, problems continued to arise. This led to his criticism as a result of poor management of the company and also he was not popular with members of the board as compared to Roy Disney. The poor management of Disney Company, led to some of Disney’s animated family films, being accused of having sexual references in them. For example,’ the little Mermaid’,’ Aladdin’ and the Lion King’. This resulted to the recollection of the copies distributed \, and modifications of the films to remove such content (Smoodin 17). Disney Corporate social responsibility Corporate social responsibility refers self regulating mechanism formulated by businesses for their interaction with the outside factors. The business monitors and ensure that its actively complying with ethical standards and international norms. The goal is to foster company action and encourage a positive impact through its activities on the environment, consumers, employees Communities, stakeholders and other members of the public sphere. The Disney Company defined its objective in achieving corporate social responsibility. This is through its core principles and targets which include: act and create in an ethical manner and consider the consequences of decision on people and the planet, champion the wellbeing and happiness of kids and families in the endeavors and finally inspire kids and families to make a lasting and positive change in the world (Wasko 71). Walt Disney Company animation studios would be setting up arms for conducting activities related to corporate social responsibility. The studios have yet to have a firm foundation for corporate social responsibilities activities, but they have set up many programs in order to cement its image as an entity that is socially responsible. The company annually releases its corporate Citizenship report on the progress they have made in environmental and social impacts (Mullerat 28). Their comprehensive approaches to Corporate Citizenship have enabled them to focus in the vital areas which include the community, workplace, environment and product development. Walt Disney Company would be extensively be involved in Corporate Social Responsibility programs. This is evident through the reports and events rereleased annually by the press. The Disney Corporate Citizenship reports and events include environmental reports, community association through funding of various projects, helping to raise hospitals bills, employment, and also sponsorship programs. Disney publishes these programs annually; the company’s 2010 environmental report touches on how the company attempts to optimize the company’s operational impact on environmental issues such as reduction of waste, fossil-fuel use, and green house gas emission as well as the improved eco-system protection (Gabler 49). This has lead to the ranking of Disney Company the second position by many third parties such as Boston College Center for Corporate Citizenship and Reputation Institute. Since the company fosters to reduce on its impacts to the environment, its annual reports shows improved performance hence scoring two out of three categories listed for measurement. (Williams 29). The aspects of Disney Corporate Citizenship include efforts to minimize Disney’s environmental footprint, foster safe, respectful and inclusive workplaces, establish opportunities for kids and families to help peoples and the planet, Utilization of philanthropy to make a lasting, positive change in communities around, and finally partnering with parents in their request to raise healthy kids. To minimize Disney’s environmental footprints, the Disney Company announced Disney’s Friends for change. It would be an environmental initiative or project green initiative that invites kids and young people to join to help the environment across four key areas; waste, water, climate and habitats. The growth and success of Disney Company could be enhanced by being able to be respected by the community and employees as respected global citizens. Mullerat (40) stated that the next step to build existing programs and initiatives is through clarifying commitments and expanding their efforts to track and measure their progress. Their report 2010 report on fostering safe, respectful and inclusive workplace highlighted the following; the establishment of a comprehensive set of commitment and metrics that address Disney’s worldwide business impacts and opportunities, expansions of programs global wise aimed at inspiring kids, parents and communities to make a difference in the world, For example the Disney Friends for change . The Walt Disney Company, through its Disney Corporate Citizenship helps the disadvantaged by making contribution to the. For example the Disney Company contributed 2.5 million dollars to the relief and rebuilding efforts for victims of Hurricane Katrina (Kotler 37). The contribution was to be divided in that one million to go for the American Red Cross for immediate relief efforts, one million designated for rebuilding efforts targeted at children’s charities while the remaining 500 thousand dollars to be directed towards volunteer centers providing services to the communities affected by the hurricane. The Disney’s president and Chief Executive Officer, in the attempt to improve their corporate identity in the social world presented to the Children’s’ Hospital Los Angeles 5 million dollars (Kotler 53). The fund from Walt Disney Company Foundation was to be geared towards construction of new hospital building. This enables the hospital to be able to admit many children and provide the best care for seriously ill and injured children. This gift in the form of donation presented by the Disney Company was the largest donation ever made to Children’s Hospital Ls Angeles by a corporate foundation. (Smoodin 56) According to Michaels (59), Disney had helped to brighten the lives of children around the world through better conditions of seriously injured and ill kids, and most specifically those from Los Angeles. The Los Angeles Mayor appreciated the generous gift from Disney on behalf of the Children’s Hospital Los Angeles. He also stated that the donation would allow continuity of the necessary work and that with the generous contribution; Disney sets an excellent example for other corporations to give generously to their communities (Pride 42). The Disney Corporate Citizenship provides financial support to the Gulf Coast Relief and Rebuilding. As results of rebuilding efforts in areas of Gulf coast, the Chief Financial Officer together with the Disney president presented on behalf of Disney worldwide outreach a donation of 1.5 million dollars to Boys and Girls Clubs of American President Roxanne. The Disney, through Mickey Mouse, joined the celebration of National Boys and Girls Clubs of America. Mickey Mouse presented the donation and a celebratory birth cake to Spilett and a group of local Boys and Girls Club members during the segment with “Good Morning America” (Michaels 45). Spilett from Boys and Girls Clubs in the Gulf Coast appreciate the generous gift provided by the Disney Company. He stated the Boys and Girls had a haven and rebuilding the Club was an integral, giving them hope and opportunity for the future. Walt Disney Corporate identity could be known widely; due to this Disney supports The Marine Toys for Tot which operates on a not-for-profit public charity. The foundation strives to ensure that each underserved child receives a toy during a holiday season. The Foundation provides funding and support needed for successful annual toy collection and distribution campaigns. The Disney Company ensured that every year as the holiday season approaches, Walt Disney together with Toys for Tots participate in the charitable program. The corporate donation Disney merchandise also established a program where bins could be placed at various locations for those wishing to participate to donate toys. (Gabler 79). Walt Disney Company has been the oldest and dearest corporate sponsor of Toys for Tots. (Williams 84). The company helped insignificant ways to fulfill the dreams of countless children who would be overlooked during the holidays. Walt Disney personally designed the original Toys for Tots train logo that could be used till today. According to Wasko (87), the Disney Corporate Citizenship would be involved in events, for example, the Green Business Entrepreneurs Success Summit. The event could be designed to educated communities on different stages of green entrepreneurs by proving practical strategies, tactics and tools to succeed. The Disney green event would be prepared for entrepreneurs who believed in sustainability, green marketers and green product designers and aspiring green and social entrepreneurs researching innovative business ideas. The summit was to educate interested candidate step by step stages of eco entrepreneurship, which includes, evaluating the market place, identifying the business idea, raising capita and growing the business. Works Cited Gabler, Neal. Walt Disney: the biography. London: Aurum, 2006. Print. Kotler, Philip. Corporate social responsibility: doing the most good for your company and your cause. Hoboken, N.J.: Wiley, 2005. Print. Michaels, Henry. Corporate Responsibility: A Look at Disney. London: Macmillan, 2009. Print. Mullerat, Ramon. Corporate social responsibility: the corporate governance of the 21st century. The Hague: Kluwer Law International, 2005. Print. Pride, William. Business. 6th ed. Boston: Houghton Mifflin Co., 1999. Print. Smoodin, Eric Loren. Disney discourse: producing the magic kingdom. New York: Routledge, 2004. Print. Wasko, Janet. Understanding Disney: the manufacture of fantasy. Cambridge, UK: Polity, 2001. Print. Williams, Gregory. Corporate Responsibility. London: Oxford University Press, 2010. Print. Read More