Recasting the Disney Princess in an Era of New Media and Social Movements

This incisive media analysis dissects the Walt Disney Company's strategic rebranding of its iconic princess franchise in response to 21st-century social movements and digital culture. Shearon Roberts examines how the corporation has systematically co-opted contemporary feminist and social justice discourse, transforming its female characters from passive romantic ideals into empowered heroes who drive their own narratives. The book traces this corporate evolution through the rise of new media platforms and audience activism, analyzing how Disney incorporates viewer interpretations into its brand identity while maintaining commercial dominance.

Roberts provides a compelling critical framework for understanding modern media conglomerates, demonstrating how corporate social responsibility often serves as sophisticated marketing strategy. Teen readers and young adults immersed in digital culture will find this analysis particularly resonant, as it decodes the entertainment landscape they navigate daily. The book empowers readers to become more critical consumers of media, offering essential tools for recognizing the complex relationship between social progress and corporate profit in today's entertainment industry.