Discourse of the Disney Princess Media Franchise and Its Representation in the Russian Media in the Context of the Russian-Speaking Audience's Perception

In the process of film production The Walt Disney Company forms and establishes a certain discourse: the significance of this discourse is determined by the corporation’s activities in the global market, which leads to an increase in the amount of controlled discourse genres and audiences. Using systemic cinema analysis, the work examines the discourse of animated films of the «Disney Princess» media franchise of the Modern period (2009 - present) and its representation in reviews by film critics who change the discourse in the process of performing the function of «gatekeepers». A study of the audience of moviegoers is also conducted in order to determine the perception of these discourses by consumers. The obtained results reveal the impact of the consumption of film criticism on the perception of moviegoers, and also demonstrate the importance of the commercial aims in the activities of The Walt Disney Company in fixing the meanings in the discourse of film products: the broadcast images correspond to the demand of the audience and the socio-cultural agenda.