Date of Award

Spring 5-9-2025

Level of Access Assigned by Author

Open-Access Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Committee Advisor

Liliana L. Herakova

Second Committee Member

Judith E. Rosenbaum

Third Committee Member

Haley Schneider

Abstract

This study explores how Disneyland conducts brand communication across different cultural contexts through social media platforms. Using Symbolic Convergence Theory (SCT) and Cultural Dimensions Theory (CDT) as the main theoretical frameworks, the research analyzes the top five most-liked videos from California Disneyland’s TikTok account and Shanghai Disneyland’s Douyin account. Through Fantasy Theme Analysis (FTA) and storyboard methods, the study identifies three shared rhetorical visions, Dream World, Emotions and Relationships, and Cultural Diversity, while highlighting key cultural adaptations. Findings reveal that although Disneyland maintains consistent brand values globally, it localizes storytelling strategies to fit distinct cultural expectations, balancing global consistency with emotional resonance in local markets. This research contributes to understanding how brands adapt narrative communication across cultures and offers insights for businesses aiming to navigate intercultural brand storytelling in the digital age.

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Communication Commons

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