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Title: Going 'global' 'Studio Ghibli', 'global anime' and the popularisation of a 'medium-genre'
Author: Carter, Lawrence William
ISNI:       0000 0004 7234 0717
Awarding Body: SOAS University of London
Current Institution: SOAS, University of London
Date of Award: 2018
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This thesis is concerned with the Disneyfication of the last three Studio Ghibli films directed by Hayao Miyazaki and how the globalizing agent of Walt Disney Studios has transformed the paratextual marketing campaigns of these films. This thesis poses the following research questions: to what extent can we describe Howl's Moving Castle/Hauru no ugoku shiro (Hayao Miyazaki, 2004), Ponyo on the Cliff by the Sea/Gake no ue no Ponyo (Hayao Miyazaki, 2008) and The Wind Rises/Kaze tachinu (Hayao Miyazaki, 2013) as Disneyfied texts? How do the adherence of Hollywood star-images act to Disneyfy the Ghibli (para)text? How do the auteur-star and author functions involved in the re-marketing of Ghibli products contribute to the Disneyfication systemscape? Which aspects of the English-language promotional paratexts point directly to the application of Disneyfication? It is the hypothesis of this thesis that Disneyfication practices can be primarily located within the application of star-images and auteur brand-names to the promotional campaigns of the aforementioned triptych. First, this thesis assesses the various theoretical frameworks pertaining to the area of Disneyfication and how this concept relates to the case studies addressed in this thesis. Secondly, this thesis demonstrates through an overview of both animation history and global consumption trajectories the point at which Disneyfication is adhered to the Ghibli text. Next, this thesis focuses in on the specificities of Disneyfication at work by looking closely at which specific star-images and brand-names are attached to the films in order to contextualise them for a Western audience. Finally, it demonstrates how these facets combine by deconstructing key facets of the three promotional campaigns. In short, this thesis exists to examine the role of Disneyfication within the late era of Studio Ghibli animation and what the implications of these effects are upon the marketing strategies deployed within the American (and global) marketplaces.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral