Award Date
5-1-2015
Degree Type
Thesis
Degree Name
Master of Arts (MA)
Department
Journalism and Media Studies
First Committee Member
Gregory Borchard
Second Committee Member
Lawrence Mullen
Third Committee Member
Olesya Venger
Fourth Committee Member
Maile Chapman
Number of Pages
94
Abstract
The thesis focuses on animated films of the Disney Princess franchise, a brand with the Disney Corporation that contains 11 fictional female characters both princesses and heroines, and the marketing of gender roles and stereotypes specifically in Snow White and the Seven Dwarfs (1937), Cinderella (1950), The Princess and the Frog (2009), and Tangled (2010). These dated storylines, which often focused on domestic traits that were socially acceptable in the 1930s, 40s and 50s, in current society do not always reflect the interests of contemporary youth. Through a thematic analysis, this thesis examines from its inception to present day what principles, specifically gender roles and stereotypes, Disney is marketing through its brand. Analyzing the themes identify patterns and assessed if the storylines of later releases aligned with the values of contemporary society or if they more closely parallel the ideals of the dated classics.
Keywords
Disney; Gender Stereotypes
Disciplines
Communication | Feminist, Gender, and Sexuality Studies | Film and Media Studies | Gender and Sexuality
File Format
Degree Grantor
University of Nevada, Las Vegas
Language
English
Repository Citation
Pelton, Tiffany Jade, "Marketing of Gender Stereotypes through Animated Films: A Thematic Analysis of the Disney Princess Franchise" (2015). UNLV Theses, Dissertations, Professional Papers, and Capstones. 2411.
http://dx.doi.org/10.34917/7646020
Rights
IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/
Included in
Communication Commons, Feminist, Gender, and Sexuality Studies Commons, Film and Media Studies Commons, Gender and Sexuality Commons