《冰雪奇緣》：媒體品牌化與迪士尼治理文化

本文主要以迪士尼2013年的品牌電影《冰雪奇緣》（Frozen）為例，探討品牌電影研究的可能路徑。千禧年後，迪士尼（Disney）漸成為好萊塢媒體品牌化最大推動者。品牌電影續集化的形式與跨媒體文本，往往成為帶動媒體集團擴張的火車頭。然而，本文認為媒體品牌化的生產與壟斷性質的媒體集團化之間的關係，需要進一步釐清。為了理解品牌電影，本文以阿多諾（Theodor Adorno）的「文化與行政」（“Culture and Administration”）提出之文化與行政之間的辯證，討論迪士尼內部的文化生產過程及其對文本之形塑，並主張迪士尼透過品牌化，讓行政更靈活地吸納文化的創造性與自主性，以滿足壟斷資本的利益。最終，迪士尼透過品牌化尋求在娛樂領域發展出更多由上向下之整合，正符合阿多諾批評之治理文化的概念，形成一種迪士尼治理文化。

The article is set to explore Disney’s Frozen (2013) as a potential approach to franchise film. Since the new millennium, Disney has become the biggest advocate of Hollywood media franchising. As generally understood, the serialized form of franchise film developed by the Hollywood media conglomerates has increasingly become the engine that drives the expansion for the entire media conglomerate. However, the article argues that the relations between media franchising and the monopolistic conglomeration need further investigation. To understand Frozen as a franchise, the article explores the intra-conglomerate cultural production at Disney, following the dialectics between culture and administration as presented by Adorno in“Culture and Administration.”In the main, the article argues that for the Disney company, franchising allows administration to subsume the creativity and autonomy of culture so as to serve the interest of monopoly capital. In summary, Disney is seeking more integration from above with media franchising in the entertainment sphere, which accords with Adorno’s critical concept of the administered culture, and thus creating a kind of Disney administered culture.