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Marketing feminism in youth media: A study of Disney and Pixar animation

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  • Schiele, Kristen
  • Louie, Lauren
  • Chen, Steven

Abstract

Feminism’s reemergence in the mainstream has forced businesses and media organizations to be aware of and even to promote gender issues relevant to the marketing of their products, services, and brands, especially those that target young female consumers. Business scholarship has offered marketing guidelines for gendered representations, but most studies have occurred in adult consumption spheres, with less attention paid to feminist messaging in youth media. Through a thematic analysis of 17 Disney and Pixar animated films produced between 1989 and 2018 and featuring a female lead or colead, this study offers a blueprint that could help businesses develop feminist messaging in marketing communications and media directed at young female consumers. While businesses might understand that promoting positive gendered messages is necessary in the current era of heightened feminist awareness, few firms actually do it. And for the companies that do it, integrating feminist messages in a way that does not alienate mainstream consumers might prove challenging. This study’s framework, which emerges from an empirical study of Disney and Pixar media, helps reduce some of these creative barriers.

Suggested Citation

  • Schiele, Kristen & Louie, Lauren & Chen, Steven, 2020. "Marketing feminism in youth media: A study of Disney and Pixar animation," Business Horizons, Elsevier, vol. 63(5), pages 659-669.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:5:p:659-669
    DOI: 10.1016/j.bushor.2020.05.001
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    References listed on IDEAS

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    Cited by:

    1. Setten, Eric & Chen, Steven, 2024. "Playing with emotions: Text analysis of emotional tones in gender-casted Children’s media," Journal of Business Research, Elsevier, vol. 175(C).

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