Although I agree that the creation of
30-minute-a-day series can increase viewership and sustain the interest of
audience, I do not believe there is a new targeted demographic on Disney's
agenda. If we were to take into account Mickey Mouse and other related shows,
children have arguably been the center of Disney's target audience for quite some
time now. Moreover, there already exist toys, books, and plentiful other
commodities to further attract their attention and this, again has been going
on for quite some time. With that being said, it is the wide age spectrum of
Disney fans acquired, from children to adult, which illustrates how powerful
the Disney brand is in shaping not only popular culture, but preconceived ideas
that children may have as well, ideas which can very well extend into
adulthood.
However, one must always take into account the
cognitive capacities of children at a very young age—such children cannot
process complex ideas at a deeper level compared to their older counterparts. By
the same token, these children may very well be watching Disney shows simply
for the sake of colours, having a good laugh or because they like a certain
character. This is no way suggests that parents should not be concerned with
what their children are watching on TV; the suggestions here are to (1) lessen
the worry and expose children to as many different, age-appropriate movies as
possible to expand their understanding and horizons and (2) immediately address
what can be faulty stereotypical formations, perceptions, and beliefs later on
in the future. Children's brains are like clay—early on they are easy to mould,
but once the clay hardens, efforts to change things become quite challenging if
not ever the more next to impossible. The bottom line is that Disney is a
heavyweight in popular culture and if used effectively, it can actually be a
positive influence to society.