Ruthless Disney

Disney has upheld quite a reputation for its strict copyright guidelines against using its characters, brand, titles and basically anything ‘associated with the name Disney and its affiliates’. They prove to be a strong force with lawsuits towards huge media companies as well as small online businesses. In 2013, Disney filed a lawsuit against Entertainment Theatre Group that provided audiences with a musical that showcased Disney’s most popular characters, Mary Poppins, The Lion King and Spider-Man. They were being sued for ‘copyright infringement, trademark infringement, unfair trade practices; seeking damages for willful infringement after defendants refused to stop the show after being warned’ (Gardner, 2013).

Previously, fan favourites such as Shakespearean plays and Charles Dickens novels were free for people to use or reinvent. However, 17 years ago a copyright term act was enforced to keep these out of the public domain. This act expires in a few years but Disney hopes to extend the copyright for the future.

With popular film, Frozen, Disney has become more acceptable towards copyright; particularly with YouTube. The infographic below highlights the popularity of Frozen and how Disney have reacted to the parody videos.

frozen

References:

Konnikova M, 2014, How Frozen took over the world, http://www.newyorker.com/science/maria-konnikova/how-frozen-took-over-the-world visited 16/9

Lee T, 2013, 15 Years ago, Congress kept Mickey Mouse out of the public domain. Will they do it again? https://www.washingtonpost.com/news/the-switch/wp/2013/10/25/15-years-ago-congress-kept-mickey-mouse-out-of-the-public-domain-will-they-do-it-again/ visited 16/9

Osterndorf C, 2014, How Frozen fandom changed Disney’s stance on copyright infringement. http://www.dailydot.com/opinion/disney-frozen-fandom-copyright-infringement/ visited 16/9

Wallenstein A, 2014, Disney Plays it Cool with Frozen Frenzy on YouTube. http://variety.com/2014/voices/columns/disney-plays-it-cool-with-online-frenzy-for-frozen-1201098084/ visited 16/9

The Long Tail Effect on Ebay

The Long Tail, a theory by Chris Anderson identifies the switch of our paradigm that is heavily based on the small mainstream market provided by traditional retailers, however is increasingly changing towards demand for niche. Internet has given the ability for people to easily access and consume the never-ending amount of niche products, thus allowing a shift from the mainstream culture and its market. ‘The Long Tail is about focusing on the less popular content that previously couldn’t be accessed because of some physical limitation: most often shelf space’. (Porter, 2005)

eBay has a huge range of products available globally, allowing buyers to access an online store with items that may be difficult to locate before, proving to be a marketplace for new content.

The prezi below describes eBay as an example with its relation to the long tail theory.

ebay

References:

Jaroodi, 2012, Web 2.0 Patterns: Leveraging the Long Tail- eBay, https://jaroodi.wordpress.com/2012/05/05/web-2-0-patterns-leveraging-the-long-tail-ebay/ visited 11/9

Anderson C, The Long Tail in a nutshell in About Me. http://www.longtail.com/about.html visited 11/9