Kingdom Branding

Debuting in 2019, Disney+ quickly became one of the most popular streaming services worldwide. With hubs for Disney, Pixar, Marvel, Star Wars and National Geographic, Disney+ not only provides ＂vault＂ content from these brands but also original films and television programming such as High School Musical: The Musical: The Series, The Mandalorian, The Mighty Ducks: Game Changers, Andor and The Imagineering Story.

This collection of essays examines a variety of Disney+ exclusive content, exploring themes such as nostalgia, identity, representation and lived experience. Designed to appeal to both academics and the average Disney fan, it attempts to answer the question of whether its original streaming content is a plus or minus for the ＂Mouse House.＂

David Whitt is a professor of communication studies at Nebraska Wesleyan University in Lincoln, Nebraska. He teaches mass media, persuasion, communication in the professions, and has taught courses on Star Trek, comic books, and the Irish rock group U2. John Perlich is an associate professor of communication studies at Bemidji State University in Bemidji, Minnesota.