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Modifying Merida: Disney's 11th Princess
內容大綱
When a well-known mass media corporation revises the image of a beloved and non-traditional movie character in a way that conforms to a physical stereotype, the female members of the viewing audience express their disapproval on a widespread scale. In the wake of the backlash, the company has a decision to make: Should it stick with the revised image, which has been deliberately redesigned to support an upcoming media campaign, or should it revert to the original image in order to appease the viewing public? The case presents both sides of the dilemma, revealing the psychological and commercial implications of using one image versus the other.
學習目標
This case is intended for an introductory marketing course and is designed to be used as a supplementary material to stimulate discussion on body image. This case also provides opportunities for discussion on the topic of parasocial relationships (i.e., bonding with TV or movie characters or other mediated persona, such as radio personalities or celebrities).