Abstract
Children’s media products reflect the cultural values of their producers and the social, political and economic conditions under which they were produced. Watching an animated feature, therefore, cannot be regarded as an innocent and simple act of consumption. It rather involves a complex process of coding/decoding and appropriating cultural meanings. The relation between structured patterns of communication under globalization, on one hand, and the local conditions under which Disney cartoon products are marketed and consumed in the Arab world, on the other, can be understood as the main axis of globalized diffusion and local appropriation of American cultural values and lifestyle among Arab societies.
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