The article draws on recent studies of the Walt Disney Company that have used a variety of theoretical and methodological approaches to challenge some of the myths that surround the company, its products, and its creator, Walt Disney. The discussion considers five assumptions that are typically made about Disney: (1) Walt Disney was a creative genius who was responsible for the company's success; (2) the Disney company is somehow special and unique, not like other corporations; (3) Disney is only for kids; (4) Disney's products are harmless, safe, and unbiased; and (5) everyone adores Disney. The arguments that challenge these myths are drawn from a wide range of studies from different disciplines but rely heavily on the integration of political economy, critical cultural analysis, and reception research. Bagdikian, Ben H. The media monopoly, 5th ed.

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