Geoff Shullenberger points out that Disney’s reputation for family-friendly media rests rather uneasily on the corporation’s actual products:
“Disney is the worst enemy of family harmony.” You’d be forgiven for thinking those words were uttered yesterday, given the number of conservative politicians and pundits castigating Disney for “grooming children” following its criticism of the “Don’t say gay” bill.
In fact, the statement appeared just over 50 years ago, in a polemical analysis of Disney cartoons written by two Marxist militants, the Chilean writer Ariel Dorfman and the Belgian sociologist Armand Mattelart. How to Read Donald Duck: Imperialist Ideology in the Disney Comic was published in Chile during the brief rule of Salvador Allende as part of an attempt by Allende’s leftist allies to push back against American cultural influence. The book became a bestseller, but after Augusto Pinochet’s 1973 coup, it was banned and publicly burned.
The Right’s current lament for the betrayal of “traditional families who want to hold onto innocent entertainment for their kids” proceeds from the premise that this “woke Disney” is a deviation from the company’s benevolent past. But Dorfman and Mattelart, all the way back in 1971, contested this assumption of innocence. Although their methodology is Marxian and their aims overtly anti-capitalist, their allegations foreshadow the American Right’s current concerns in surprising ways.
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How to Read Donald Duck contains many of the expected Left-wing criticisms of patriarchy and gender roles, but it also includes observations that might be surprising to ideologues today. Notably, as one illustration of the propaganda functions taken on by Disney in the Global South, the authors remark that the US Agency for International Development has circulated films featuring Disney characters promoting contraception. They reinforce this association with the title of their chapter on Disney family dynamics: “Uncle, buy me a contraceptive …”
Like many radicals at the time, Dorfman and Mattelart saw the US state’s growing interest in controlling fertility in the developing world as consistent with a broader campaign to suppress the value placed on family in the subject nations of its economic empire; this was deemed to be in tension with values such as efficiency, productivity, individualism, and competition. Disney’s exclusion of references to reproductive sexuality, in this light, looks less like an attempt to protect childhood innocence, than part and parcel of the larger modern decoupling of sex from reproduction.
It all suggests that the supposed sexual innocence of Disney’s dreamscapes was never aligned with “family values” in the first place and the Right’s current war on Disney isn’t about family — it is simply the latest phase of its realisation that corporate America has now largely aligned itself with the values of the cultural Left.
For, in fact, Disney’s vast influence on the imaginations of children has been enabled by market society’s weakening of the authority of the family. With parents overburdened by the demands of work, important aspects of child-rearing are entrusted to the entertainment industry. Disney has capitalised on this exploding demand more than any other company. If we take “grooming” to simply mean instilling values alien to the family into children, Dorfman and Mattelart would suggest that Disney has never been innocent of this charge.
