Disney, Children, and Authorship

Here is where authorship may not be something to covet. The early discussion deals with difficult situations the children have in school, and much of their plight is blamed on the media, yet media could be used for good, to help the children.
It reminds me of Marchand. The advertisers saw themselves as lifting the masses to the world of modernity—that is, what they thought were the masses. Here, the media and others purport to help the child—or rather, their view of the child. Also, as in Marchand with the advertisers, the media especially through Walt Disney helped the public deal with the changes in the country, and were most effective (13).

Competing for authorship in the matters of children are the –media, which reach the children for miles, parents, who raise children, the Church, seeking to regulate the media and instill its moral values upon children, and the State through elected officials and teachers

The author, though, seeks to focus on the media, especially Disney, and one of the points is how Disney contributes to constructing the concept of the child. In doing this, Mr. Sammond touches on an earlier point in the course. He deals with Disney as the author and Disney as subject. Both Disney the auteur, who I remember seeing alive (yes, I am ancient) and Disney the institution have made tremendous inroads to influence how to mold children.
Another issue is that now that Disney is long dead, are his wishes still being carried out? Does authorship extend to his corporate descendants? It is safe to say that even with his success while he was alive, Disney the man could not have grasped how powerful his company had come to be, and as well, the challenges that came with such power. The leaders of the institution today have to make decisions based on that power, and thus will be acting differently from the founder, thus, they do receive credit for authorship