Streaming Plus or Plus Streaming: An investigation centered on the IP operation strategy of Disney's streaming media platform

Yanlin  Zhu

doi:10.54691/bcpssh.v18i.932

Authors

Yanlin Zhu

DOI:

https://doi.org/10.54691/bcpssh.v18i.932

Keywords:

consumer culture; cultural industry; Disney; streaming media.

Abstract

As one of the most well-known media groups in the world, Disney has been pursuing an extreme IP operation strategy in recent years. In November 2019, Disney launched its own streaming platform, Disney+, which attracted much attention. Judging from Adorno's "cultural industry" theory and Baudrillard's semiotic analysis of consumer culture, from the perspectives of Disney's IP operation strategy, Disney+'s "schematic" operation, and capital solidification and consumption symbols, the Analysis of the background and reasons for Disney's streaming media platform to choose the current operating strategy, whether Disney+ is a real "streaming media+" or a simple "+streaming media" for Disney, and give suggestions.

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