Response post to Giroux article (Aug, 21, 2011)

          Henry Giroux, a well-known critic of Disney company, composed a well-crafted article in counter Disney's marketing agressive strategy and its role in society, especially its impact on children. The article can be viewed here. However, I am not in accord with many of his ideologies.

       
         First of all, Giroux's work is admirable. He attempted to explore the core issues facing today's children education and their role in society. Major influence of children comes from the massive multimedia corporations nowadays, as he claimed in the article.
       
       Giroux also believed that, Disney, as the leading corporation in youth market,  has created large impact in children's development and understanding of the world. In addition, these influence are highly tided toward consumerism, which is not to the best interest for children. He also criticized the segregation of public goods and many other effects of corporation culture. 

     
      I agree with Giroux that corporations like Disney has a large influence on children, but they are not necessarily bad impacts nowadays. As Disney as a corporation developed, it learned a lot of  mistakes and progressed in ideologies it spreads. From the 1950s racism and gender theme, Disney is able to expand and spread much more diverse and liberal messages.
   
     However, Disney did not spread these topics because it believed they are good messages. Disney is simply the reflection of its current popular culture. To maximize its profit, Disney needs to follow the spontaneous public opinions. It is not Disney's responsibility to be the forerunner of ideas. Their targets are youth population, and in order to attract their attention, Disney focuses on " what works" instead of "what will work".
   
      I do not see Disney intention as good or bad, but simply it follows the principle to survive as a entertainment corporation: to follow public taste. Without such connection with the majority, Disney will never able to come back from bankrupt situation in the 80s, and the corporation certainly learned its lesson.

     As a corporation in one of the most capitalism state, Disney is doing almost everything right. The problem is not of Disney, but the system of capitalism itself. Capitalism does not value social responsibility or impacts caused by individual action. As corporation like Disney might create after-effects, it is the time and place where government needs to step in and regulate on the extend of the impact.
     
     As Giroux pointed out, Disney subconsciously promotes consumerism to children through its marketing tactics. According to the current regulations and laws, Disney is not violating any rules, but in ethical grounds Disney might create negative impact to children.
   
      The lack of analysis and action from government contributes greatly toward this problem. And U.S government is much more problematic than Disney's, where interest groups can impediment or push laws to their advantages, government simply will not act, and subtle tactics like Disney's is far below convincing evidences that signal governments to step in. 

     
       The problems Giroux raises are very subtle to catch as they relates to topics surrounding human morality, which is very hard to define what is acceptable. Problem of Disney is a large part of a much gigantic and deep-rooted problem that lies in many capitalism states structure. And this problem will persist just as humanity constant struggle in developing a fair and equal society.