Study on the Path of Cultural Communication of Film and Television

IP in the Era of New Media: Taking Disney as an Example

Kexin Xie

College of Arts, Xiamen University, Xiamen, 361005, China

Keywords: Film and Television IP, Disney, Social Media Platforms, IP Remodeling.

Abstract: In the new media era, the cultural dissemination of movie and TV IPs has emerged as a crucial issue that

demands in-depth exploration. This paper undertakes a comprehensive examination of the dissemination

pathways of film and television Intellectual Property (IPs), with a particular focus on Disney as a

representative case study. It meticulously investigates diverse channels such as social media platforms, video

playback platforms, and cross-media fusion modalities. Through a detailed and systematic analysis, a range

of strategies employed by Disney for the effective dissemination of its IPs are brought to light. This paper

analyze the cultural communication mode of IP in the context of the current new media era, and find out what

can be learned from the operation and lessons, which can provide reference for the current operation of the

domestic IP industry in this era of new mediaization. Nevertheless, the study also spotlights the numerous

challenges that Disney confronts during this process. On social media platforms, video playback platforms

and cross media integration are full of challenges. The findings of this research suggest that, despite Disney's

notable success in harnessing the power of new media for IP dissemination, several aspects still require further

enhancement to ensure more effective and far-reaching cultural communication of film and television IPs in

the new media era.

1 INTRODUCTION

In the new media era, the film and television industry

has witnessed a revolutionary transformation. The

emergence of various new media platforms has

broken the traditional dissemination pattern of media

content. New media features strong interactivity, fast

information dissemination, diverse content forms,

extensive communication channels and high user

participation. IP culture in the film and television

field has become a hot topic.

Disney, as a global entertainment giant, has an

extremely rich portfolio of film and television IPs.

These IPs have shown unique dissemination

characteristics and strong cultural influence under the

new media environment. The complex and diverse

new media environment provides both opportunities

and challenges for the dissemination of Disney's film

and television IP culture. Studying its dissemination

path can help to deeply understand the new operation

mode of the film and television IP in the new media

context. What is more, this study can enrich the

theoretical research system of media communication

in the new media environment, especially in the field

of film and television IP culture dissemination. It can

provide new perspectives and methods for analyzing

the interaction between media and culture. Secondly,

it has practical significance. The research results can

provide valuable references for the operation and

development of other similar enterprises' film and

television IP. It helps them to better utilize new media

platforms to expand the influence of IP culture,

optimize the dissemination path, and enhance the

market competitiveness of IP-related products.

2 THE DEVELOPMENT

HISTORY AND

CHARACTERISTICS OF

DISNEY'S FILM AND TV IPS

2.1 Development Stages of Disney's

Film and TV IPs

The birth and development of early classic animation

IP is the beginning of Disney's glory. Among them,

the appearance of Mickey Mouse is of landmark

Xie, K.

Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example.

DOI: 10.5220/0014052300004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 22-28

ISBN: 978-989-758-791-7

significance. This cute and very energetic image

quickly captured the hearts of the audience. Over

time, a series of classic characters such as Donald

Duck were born, which together built the cornerstone

of Disney's early animation. These IPs not only shone

in animated short films, but also began to expand

commercially in the form of peripheral products,

accumulating the original capital and audience base

for Disney's development.

The IP development in the golden age of Disney

animation movie pushed it to a new height. During

this period, Disney produced a series of feature-

length animated movies such as Snow White,

Cinderella and Sleeping Beauty. The IP images in

these works were more fleshed out and complex, and

the connotation of the stories was more profound.

They have not only attracted children, but also been

loved by adults. Disney has further expanded the

influence of IPs through exquisite images, moving

music and heart-wrenching plots. These classic IPs

have been widely disseminated around the world and

have become Disney's core assets, providing rich

materials for Disney's theme parks, film production,

peripheral merchandise sales, licensing cooperation,

game development and other related industries.

New IP and classic IP remodeling under modern

diversified development is an important direction for

Disney's current development. On the one hand,

Disney actively creates new IP, such as Elsa and

Anna in Frozen, these new IP combined with the

aesthetic and emotional needs of modern audiences,

and quickly became popular. On the other hand,

Disney has reinvented classic IPs, such as the live-

action versions of "The Lion King" and "Mulan".

This kind of remodeling not only gives new vitality

to the classics, but also attracts a new generation of

audiences through new technical means and narrative

methods, so that Disney's film and television IP

continues to maintain strong competitiveness and

influence in the global market (Song, 2019).

2.2 Characteristic Elements of Disney's

Film and TV IPs

2.2.1 Strong Characterization

Strong characterization is one of the important

features of Disney's film and television IP. Disney has

created many characters with distinctive images and

unique personalities. From Mickey Mouse's cute wit

and Donald Duck's funny and cranky character to

Snow White's kind and innocent character and Elsa's

tough and independent character, each character has

unforgettable appearance and rich inner personality.

These vivid characters are just like real existence,

which can quickly establish emotional connection

with the audience, so that the audience is deeply

attracted by the characters in the process of watching,

and then generate strong interest and love for the

whole IP (Chen, 2022).

2.2.2 Rich Cultural Connotation

Rich cultural connotation is also a core element of

Disney's film and television IP. Disney’s works

contain universal values and emotional resonance

(Zhao, 2022). Whether it is about love, courage,

friendship or dream expression, can cross age,

gender and national boundaries, touching the hearts

of the global audience. For example, "Journey in

Search of a Dream" shows the greatness of family

love and persistence in dreaming, letting the

audience experience the most precious emotions in

life through laughter and tears, and this accurate

grasp and presen-tation of common human emotions

has given Disney IP a profound connotation and

long-lasting vitality.

2.2.3 Unique Visual Presentation

Unique visual presentation is an outstanding highlight

of Disney's movie and TV IP. Disney has a unique

animation style and exquisite picture presentation.

From early hand-drawn animation to today's

computer animation, Disney has always maintained a

high level of visual quality. Its color combinations are

brilliant and eye-catching, scene designs are detailed

and realistic, and character movements are smooth

and natural. Like the animal city constructed in

Zootopia, every detail shows extraordinary

imagination. This unique visual feast greatly

enhances the attractiveness of the IP and immerses

the audience in the fantasy world created by Disney.

Moreover, Zootopia won Best Animated Feature at

the 89th Academy Awards.

Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example

3 ANALYSIS OF THE

CULTURAL DISSEMINATION

PATHS OF DISNEY'S FILM

AND TELEVISION IP UNDER

THE THRESHOLD OF NEW

MEDIA

3.1 Communication Channels on Social

Media Platforms

3.1.1 Operation of Official Social Media

Accounts

Disney maintains official accounts on mainstream

social media platforms, including Facebook, Twitter,

and Instagram. These accounts are not managed

haphazardly but are meticulously operated. They

regularly release abundant content related to film and

television IPs, such as highly anticipated new movie

previews, behind-the-scenes footage that satiates the

audience's curiosity, and exquisitely designed

character posters. Through high-quality, high-

definition images and excellent video clips, they

attract users' attention, involuntarily engaging them.

For instance, on Instagram, Disney publishes

beautiful concept artworks that are comparable to

artistic treasures, fully demonstrating the unique

visual charm of film and television IPs and fulfilling

fans' curiosity regarding the details of the works.

Precisely because of the continuous updates of these

official accounts, Disney's film and television IPs

remain constantly active within the users' vision and

reinforce users' impression of the IPs.

3.1.2 Utilization of Social Topics and

Interaction with Fan Communities

The use of social topics and hot events, such as

hashtags and challenges, constitutes an extremely

effective means for Disney to disseminate film and

television IPs. Disney is highly proficient in creating

exclusive topic labels for new film and television IPs.

These topic labels facilitate user participation in

discussions and sharing and have become an integral

part of fans' communication (Song, 2018). For

example, during the release of "Frozen 2", related

topics spread extensively across major social media

platforms. Fans share their viewing experiences and

discuss their favorite clips through these topics.

Simultaneously, Disney also launches innovative

challenge activities, such as challenges to imitate the

dances or lines of Disney animation characters. These

activities significantly stimulate users' enthusiasm for

participation. This approach effectively enhances the

IPs' exposure, enabling them to gain an extremely

high level of exposure within a short period, rapidly

expanding their cultural influence and making more

people understand and appreciate Disney's film and

television IPs.

Fan communities play a critical role in the cultural

dissemination of Disney's film and television IPs and

are a significant force in promoting the dissemination

of these IPs. Disney promotes the vigorous

development and active interaction of fan

communities through various means, both online and

offline. In these dynamic communities, driven by

their love for Disney's film and television IPs, fans

spontaneously discuss and share content related to

these IPs. They fully unleash their creativity and

produce fan-created works in diverse forms, such as

exquisite paintings and splendid novels, which are

widely circulated within the community. This further

enriches the connotation of the IPs and injects new

vitality into Disney's film and television IPs.

Moreover, the frequent communication and

interaction among fans generate a powerful word-of-

mouth effect, attracting more new audiences to focus

on Disney's film and television IPs. The relevant

sharing behavior of fans has also increased the

exposure of Disney's relevant IP on different social

media platforms. This dissemination power,

generated from fans' love, vigorously promotes the

wide dissemination and continuous development of

Disney's film and television IPs on social media

platforms, facilitating the further progress of Disney's

film and television IPs in the cultural dissemination

process (Xu and Yu, 2023).

3.2 Dissemination Paths on Video

Streaming Platforms

3.2.1 Strategies of Disney's Own Streaming

Platforms Such as Disney+

Disney's own streaming platforms like Disney+ play

a central role in the dissemination of Disney's film

and television IPs. Through a carefully designed

content push strategy, the platform accurately pushes

relevant film and television IP content to users based

on data such as users' browsing history and collection

preferences. This personalized push method not only

improves the efficiency of users in discovering

desired content but also increases users' dependence

on the platform (Zhou and Chen, 2023). At the same

time, membership services are also an important part

of its communication strategy. Members can enjoy

APMM 2025 - International Conference on Applied Psychology and Marketing Management

exclusive content, early viewing privileges, and high-

quality services without advertising interference.

These privileges attract a large number of users to

become members, thereby forming a stable audience

group. For example, Disney+ broadcasts special

editions of popular films in advance for members,

stimulating users' subscription enthusiasm. This not

only provides users with a better experience but also

effectively promotes the in-depth dissemination of

film and television IPs within its own platform,

further consolidating the fan base of Disney's film and

television IPs.

3.2.2 Dissemination on Third-Party Video

Platforms

Disney actively cooperates with third-party video

platforms such as YouTube to expand the

dissemination range of its film and television IPs. On

YouTube, Disney releases diverse content such as

exciting clips, behind-the-scenes production footage,

and character interviews by establishing official

channels. This content attracts a large number of

users' attention and subscriptions, forming a brand

effect (Xu, 2023). In addition, Disney conducts joint

promotion activities with YouTube. For example, it

cooperates with well-known YouTube bloggers to

produce videos themed on Disney's film and

television IPs. These bloggers have a huge fan base,

and their recommendations and creations can

promote Disney's film and television IPs to a wider

audience, achieving cross-circle dissemination and

enabling Disney's film and television IPs to obtain

extremely high exposure and dissemination effects on

third-party video platforms. Disney+ has cooperated

with various media. For example, with Marvel, it has

launched many derivative TV series like

"WandaVision". It has also combined with Hulu and

ESPN + for bundling services. Its cooperation with

India's Hotstar makes the latter the first in India to

provide Dolby Vision sports live broadcasts.

3.2.3 Secondary Creation and Dissemination

on Short Video Platforms

Disney plays a crucial role in the process of analyzing

and disseminating derivative works. The film and

television IPs of Disney provide the source and core

for derivative creations. Disney as the owner of these

IPs, actively monitors and analyzes the secondary

creation trend. It recognizes the potential of these

user-generated contents in expanding the IP's reach

and influence. Short video platforms such as the

international version of TikTok provide new vitality

for the dissemination of Disney's film and television

IPs. On these platforms, a large number of users

conduct secondary creations based on their love for

Disney's films and television. These secondary

creation contents are diverse, including plot

imitations, character cosplays, and adaptations of

music clips. These short videos spread rapidly on the

platform with their characteristics of being short,

interesting, and creative. Through interactive

behaviors such as liking, commenting, and sharing,

users make Disney's film and television IPs form a

viral spread on short video platforms (Zhao, 2020).

Moreover, this secondary creation not only enriches

the connotation of Disney's film and television IPs but

also attracts more new users to become interested in

the original works, further promoting the

dissemination and cultural influence of Disney's film

and television IPs on a global scale. Disney also

encourages this virtuous cycle by holding contests or

providing creative incentives related to the secondary

creation, thus strengthening the connection between

the brand and its fans.

3.3 Communication Paths for Cross-

Media Convergence

3.3.1 Linkage Between Film and Television

IP and Games

The linkage between film and television IP and games

has brought brand-new dissemination channels for

Disney. Disney has launched numerous theme-based

games, integrating classic film and television

characters and stories into them. These games not

only attract game enthusiasts but also provide a

brand-new interactive experience for film and

television fans. For example, in Disney's adventure

games, players can play as their favorite characters

and personally experience the wonderful plots in the

films and television shows. This linkage mode not

only expands the audience group of the film and

television IP but also promotes the communication

among fans through the social functions of the games.

The mechanisms in the games, such as plot promotion

and character unlocking, further stimulate players'

interest in the original film and television works,

realizing the mutual promotion of film and television

and games.

3.3.2 Extension of Film and Television IP in

Peripheral Products

Disney's film and television IP has been widely

extended in peripheral products. Peripheral products

such as toys and clothing are not only commodities

Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example

but also carriers of film and television IP. Through

combination with new media promotion, Disney has

effectively promoted these peripheral products. On

social media platforms, Disney showcases beautiful

pictures and videos of peripheral products, triggering

the attention and sharing of fans. Meanwhile, by

using online lottery, interactive activities and other

means, the participation of fans is enhanced. For

example, limited-edition peripheral products are

launched and promoted through new media to attract

fans to purchase and collect them. These peripheral

products meet the consumption demands of fans.

Meanwhile, they further deepen the emotional

connection of fans with the film and television IP and

expand the cultural influence of the film and

television IP (Zhang, 2024).

3.3.3 Integration and Promotion with

Off-Line Theme Parks, Performances

and Other Live-Action Entertainment

Disney's off-line theme parks and performances are

important positions for the cultural dissemination of

film and television IP. In theme parks, there are a

variety of activities contributing to the spread of their

IP influence. For example, parades with well - known

IP characters are held regularly. During these parades,

characters from different movies and shows, such as

Mickey Mouse, Elsa, and Buzz Lightyear, interact

with the audience along the parade route, creating a

lively and exciting atmosphere. Costumed performers

bring these characters to life, allowing visitors to have

a close - up encounter with their favorite figures.

Moreover, themed shows are presented within the

theme parks. These shows are based on the storylines

of popular Disney films. For instance, "The Lion

King" musical show combines music, dance, and

acrobatics to vividly retell the story, making the

audience feel as if they are part of the movie world.

The elaborate stage settings, special effects, and

professional performances deeply impress the

audience and enhance their understanding and love

for the IP.

Through integration with film and television IP,

theme parks and performances provide immersive

experiences for tourists. Through integration with

film and television IP, theme parks and performances

provide immersive experiences for tourists. By using

new media platforms, Disney conducts extensive

publicity to attract tourists. On social media,

wonderful photos and videos of theme parks are

released to display unique amusement facilities and

performance scenes. At the same time, through online

live broadcasts, virtual tours and other ways, more

people can understand the charm of theme parks. In

addition, Disney also cooperates with new media

platforms to launch preferential activities and ticket

reservation services for theme parks, facilitating the

travel of tourists. This integration and promotion

mode not only brings unforgettable entertainment

experiences for tourists but also further enhances the

popularity and reputation of Disney's film and

television IP (Wang, 2020).

4 PROBLEMS AND STRATEGIC

SUGGESTIONS OF FILM AND

TELEVISION IP CULTURAL

COMMUNICATION UNDER

THE THRESHOLD OF THE

MEDIA

4.1 From the Perspective of the

Operation of Official Social Media

Accounts

In the context of operating official social media

accounts, the sheer volume of information available

often leads to the emergence of content

homogenization. This poses a significant challenge in

precisely targeting and reaching the intended

audience, as well as in maintaining the continuous

attention of users. While leveraging social topics and

hot events can indeed attract substantial attention in

the short term, the popularity of such topics tends to

wane rapidly, making it arduous to sustain over an

extended period. Moreover, the alignment between

certain hot events and the core value of the

Intellectual Property (IP) is often less than

satisfactory. For example, in the movie "Mulan", the

costume design of the protagonist and the application

of elements such as "Qi" (vital energy), "Zhong"

(loyalty), "Yong" (courage), and "Zhen" (truth) made

the story presentation rather fragmented and

inconsistent with the core value of the high-quality

cultural experience conveyed by Disney. During the

process of interaction and dissemination within the

fan community, the quality of fan-generated content

varies considerably, accompanied by the risk of

infringement. Additionally, the organization and

coordination of both online and offline activities

present considerable difficulties, rendering it

extremely challenging to ensure the consistency of

activity outcomes on a global scale.

To address these challenges, it is imperative to

establish a professional content team. By leveraging

APMM 2025 - International Conference on Applied Psychology and Marketing Management

big data analysis, a comprehensive understanding of

the audience's needs can be achieved, enabling the

customization of personalized content to enhance its

quality and relevance. This, in turn, helps to mitigate

the issues of content homogenization and inaccurate

targeting. A long-term topic planning strategy should

be devised to deeply integrate hot topics with the core

value of the IP, thereby ensuring the continuity of

topic popularity and compensating for the rapid

decline in the popularity of hot topics. A stringent

review mechanism for fan-generated content should

be instituted to encourage the creation of legal, high-

quality self-made content. Simultaneously, the

organization process of online and offline activities

should be optimized, and global coordination efforts

should be strengthened to guarantee the consistency

of activity quality and outcomes, effectively tackling

the problems associated with fan-generated content

infringement and activity organization.

4.2 On the Dissemination Path of Video

Streaming Platforms

Disney + and other self-owned streaming media

platforms are currently confronted with fierce

competition. The accuracy of content delivery

requires significant improvement, and the

differentiation and attractiveness of member services

are found to be lacking. Take the exclusive content

for members as an example. There may not be enough

unique and high - quality shows or movies that can

only be accessed by members. The additional benefits

such as early access to new releases or special behind

- the - scenes features are not distinct enough

compared to competitors. In addition, the user

interface and interactive features for members lack

innovation. There may be no personalized member

dashboards or unique interactive experiences like

member - only live chats with creators or actors,

failing to make members feel truly special and valued.

When disseminating content on third-party video

platforms, achieving a proper balance between

be a formidable task. There is a propensity for

situations where overzealous protection restricts

dissemination or excessive promotion neglects

dissemination on short video platforms can expand

the influence of the IP, issues such as distortion,

alteration, and infringement of the IP image are likely

to occur, and the supervision of such activities is

highly challenging.

Consequently, for its self-owned streaming media

platforms, Disney should optimize algorithms to

accurately deliver content based on user behavior

data, enrich member privileges and benefits. This will

contribute to improving the accuracy of content

delivery and the attractiveness of member services.

When collaborating with third-party video platforms,

a rational copyright protection and promotion plan

should be jointly explored to achieve a balanced

development, thereby resolving the issue of the

difficult balance between copyright and promotion.

The supervision of secondary creation on short video

platforms should be strengthened. Through a

combination of technological means and manual

review, infringements, distortions, and other adverse

content should be detected and addressed in a timely

manner, effectively overseeing the series of problems

arising from secondary creation on short video

platforms.

4.3 In the Cross-Media Fusion

Dissemination Path

When the film and television IP is linked with games,

there exist deficiencies in the adaptability of the game

experience to the film and television plot, characters,

etc., which may potentially impact the overall image

of the IP. In the extension of the film and television

IP in peripheral products, a mismatch between

product quality control and the effect of new media

publicity is observed, which may lead to a reduction

in consumers' trust in IP derivative products. In terms

of the integration and publicity of offline theme parks,

performances, and other live entertainment, a

disparity exists between online publicity and offline

actual experience, which is likely to cause a deviation

in tourists' psychological expectations and

subsequently affect tourist satisfaction.

Therefore, for the linkage between film and

television IP and games, it is essential to strengthen

the communication and cooperation between the two

teams. This ensures that the game is highly congruent

with the film and television IP in terms of plot,

characters, pictures, etc., thereby enhancing the game

experience and resolving the issue of insufficient

adaptability between the game and the IP. The quality

of peripheral products should be strictly controlled to

match the new media publicity. Based on the

characteristics of the products, the appropriate

publicity channels and methods should be accurately

selected to enhance consumers' trust in IP derivative

products, thereby addressing the problem of the

mismatch between peripheral products' quality and

publicity. The integration with offline theme parks,

performances, and other live entertainment should be

deepened. Through online publicity, the offline

Study on the Path of Cultural Communication of Film and Television IP in the Era of New Media: Taking Disney as an Example

experience content should be faithfully presented to

narrow the gap between online publicity and actual

experience. Meanwhile, tourist feedback should be

collected in a timely manner to continuously optimize

offline live entertainment projects and improve

tourist satisfaction, thereby resolving the problem of

the disparity between online publicity and offline

experience.

5 CONCLUSION

In summary, through detailed analysis of various

dissemination channels such as social media

platforms, video streaming platforms, and cross-

media convergence, it has been revealed that Disney

has adopted a series of effective strategies to promote

its IPs, thereby achieving extensive dissemination and

strong cultural influence. However, challenges also

exist in different aspects. For instance, on social

media, issues like content homogenization and

inconsistent alignment with IP core values need to be

addressed. On video platforms, difficulties in

balancing copyright protection and content

promotion, as well as challenges in supervising

secondary creations on short video platforms, are

prominent. In cross-media activities, problems

related to the integration and adaptation of different

forms also emerge.

To enhance the effectiveness of film and

television IP cultural communication in the new

media era, future efforts should focus on several key

aspects. Firstly, for social media operations,

continuous improvement in content quality control

and topic planning is essential to better engage

audiences and maintain their attention. Secondly,

regarding video platforms, optimizing algorithms for

content delivery, strengthening copyright

management, and improving the supervision of

secondary creations are crucial steps. Finally, in

cross-media fusion, strengthening the seamless

integration of different media forms, ensuring the

adaptability of IPs in various manifestations, and

enhancing the consistency between online and offline

experiences are necessary measures. Only by

addressing these challenges and implementing these

improvements can the full potential of film and

television IP cultural communication in the new

media era be realized, facilitating the sustainable

development and broader dissemination of IPs.

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