Consuming Disney Channel: an actor-network perspective

Abstract

Purpose

The purpose of this paper is to show how actor-network theory (ANT) can be useful in exploring tweens consumption of the Disney franchises of High School Musical (HSM) and Hannah Montana (HM). Through the lens of the ANT and the concept of situated consumption, the aim of the paper is to elucidate how both tween girls and the Disney merchandise and media content are mutually enacted through practice.

Design/methodology/approach

The paper draws on material from in-depth semi-structured interviews with nine girls, seven who were followed during a two-year period in an after-school program at two different schools in a midsize town in Norway and who were visited twice in their home. Two of the girls were recruited from a Disney HSM fan site online. The interviews explored the use of HM and HSM as part of their everyday practices.

Findings

A main finding was how tween girls and their relation to the Disney HSM and HM came to be and mean different things in different settings. Media texts and tied in merchandise functioned as social tools and sign vehicles to manage part of belonging to a peer group and also to distinguish themselves from others. Also, focus is on the social norms surrounding how one can display and not one’s devotion to Disney tween franchises in a socially accept form.

Originality/value

The paper draws on ANT to expand on studies of consumption building on Bajde’s (2013) proposal to include ANT within consumer studies. By drawing on the ANT with a socio-material perspective, this study contributes to gain insight into how popular cultural items take part in the co-construction and performance of both consumers and commodities attempting to move beyond an ontological divide between human and non-human entities. Thus, this paper explores how Disney media texts and merchandise and the girls were enacted in different assemblages.

Citation

Sørenssen, I.K. (2016), "Consuming Disney Channel: an actor-network perspective", Young Consumers, Vol. 17 No. 4, pp. 363-375. https://doi.org/10.1108/YC-05-2016-00601