Mouse Morality: The Rhetoric of Disney Animated Film

by Annalee R. Ward, Clifford G. Christians (Foreword by)

2004 – Clifford G. Christians Ethics Research Award ― The Carl Couch Center for Social and Internet Research Kids around the world love Disney animated films, and many of their parents trust the Disney corporation to provide wholesome, moral entertainment for their children. Yet frequent protests and even boycotts of Disney products and practices reveal a widespread unease with the sometimes mixed and inconsistent moral values espoused in Disney films as the company attempts to appeal to the largest possible audience. In this book, Annalee R. Ward uses a variety of analytical tools based in rhetorical criticism to examine the moral messages taught in five recent Disney animated films— The Lion King, Pocahontas, The Hunchback of Notre Dame, Hercules, and Mulan. Taking the films on their own terms, she uncovers the many mixed messages they for example, females can be leaders—but male leadership ought to be the norm; stereotyping is wrong—but black means evil; historical truth is valued—but only tell what one can sell, etc. Adding these messages together, Ward raises important questions about the moral ambiguity of Disney's overall worldview and demonstrates the need for parents to be discerning in letting their children learn moral values and life lessons from Disney films.

Genres: Nonfiction

200 pages, Paperback

First published December 1, 2002

About the author

Annalee Ward, Professor of Communication, currently serves as the Director of the Wendt Character Initiative at the University of Dubuque. This Initiative promotes excellent moral character and lives of purpose. Passionate about interweaving faith, life, and learning, Annalee is grateful for the work of the Christianity and Communication Studies Network whose work illustrates these interests.

Reviews

[Tess D. · Rating 4 out of 5]

This book serves as a far better introduction to techniques and topics in rhetorical analysis than it does as an in-depth study of Disney films; however, this does not in any way impact its quality. The last chapter on hegemony is particularly insightful for those (such as myself) who were unfamiliar on the subject prior to reading. Just as Ward articulates Disney's role as a moral educator, her work serves as a rhetorical education for the reader.

[Kamilla Peter · Rating 3 out of 5]

Read for my PhD

[Rems · Rating 3 out of 5]

I read this book for my dissertation.

Honestly, half of it, I skipped: the only chapter that was well written and argued was the final chapter.