Transnational Firms and the Knowledge Structure: The Case of the Walt Disney Company

Abstract

This paper demonstrates how the study of knowledge can strengthen the analysis of transnational corporations and globalisation through the case of the Walt Disney Company. Disney is emblematic because its prosperity is founded on both global and intergenerational reception, integration and consumption of its products and its imageries. Its transnational preponderance is observed by taking into account its socio-economically grounded power, its intertwined material and ideational universes and its multilayered knowledge structuring. Based on cultural studies methods, world-economy theories and sociological conceptual tools, we assess the Disney Company's ability to structure collective imagination, to orient behaviour and to favour new practices through its media contents, its entertainment activities and its diversified by-products. Consequently, this makes it possible to consider the material and ideational extent of the power of the company. Finally, the specific aspects of the knowledge structure are stressed, particularly its inherent inertia, its geo-cultural dynamics, its co-evolution with material structures and its polarisation around specific symbols, narratives and objects. By doing so, this research contributes to the intersection between the new field of Cultural Political Economy and International Political Economy in the context of globalisation of ideas and identities.