Star Washing. Disneyfication as an example of a multiplatform remix
DOI:
https://doi.org/10.34864/heteroglossia.issn.2084-1302.nr19.art8Keywords:
Disney, Star Wars, Remiks, FranchiseAbstract
The article analyzes the process of Disneyfication of the Star Wars franchise, following the acquisition of Lucasfilm Ltd. by The Walt Disney Company in 2012. This phenomenon is presented as an example of a multiplatform cultural remix, in which classic motifs and narratives are transformed, simplified, and adapted for younger audiences, while simultaneously appealing to the nostalgia of older fans. The theoretical framework of this article draws upon remix theory and the aesthetics of postmodern nostalgic cinema, situated within the broader context of Disney’s commercial and aesthetic strategies. The first part of the study outlines the foundations of remix culture, while the second explores the evolution of the Star Wars brand prior to its acquisition. The third section discusses Disney’s characteristic mechanisms - such as repetition of narrative formulas, content recycling, and intertextual borrowing - while the fourth examines how these strategies led to the narrative and aesthetic simplification of the Star Wars universe. The analysis demonstrates that remix and nostalgia serve not only as tools for brand revitalization, but primarily as instruments of commodification - yielding global commercial success yet contributing to the dilution of the franchise’s original depth and complexity, which has sparked criticism from audiences and cultural scholars alike.
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