Democracy Guest List

A few months ago, a renowned midwest anti-corporate activist and mom, Lisa Ray, announced she’d had it: she wasn’t going to allow Disney into her life, or the life of her family, for a year. (Well, OK—actually her daughter Frances suggested it first. Like any good parent, she complied with her daughter’s Disney-related desires.)

Ray is the founder of the Parents for Ethical Marketing (PEM), an all-around corporate watchdog and opinion website, but here interests soon took a turn toward the personal, as she watched the world of marketing encroach ever more closely into her life as a stay-at-home mom. And now, well, this. Turns out the Disney boycott took a bit longer to start, and might be harder to complete than she at first believed. But the projects begun in earnest now, and you can watch it unfold for yourself at Year Without Disney.

Disney has been “the evil empire” of youth marketing for decades. What made you decide to skirt them now? In other words, of all the horrible things Disney has done, what pushed you over the edge to intolerant?

Lisa:  The Disney Corporation was so pissed off at the Boston advocacy organization, the Campaign for a Commercial-Free Childhood (CCFC), when they had called them out on their false marketing claims about the Baby Einstein videos that they went to the Judge Baker Children’s Center at Harvard University and threatened them. With something. Enough that Judge Baker told CCFC to pack their bags immediately. These are three people sitting in an office and Disney was able to use their clout to completely disrupt their operation. That was the breaking point for me. The Year Without was my daughter’s idea, however. I was lamenting that it would probably be impossible to boycott Disney and she suggested trying, for a year at least.

What does the family have to say about the “entertainment” free year? Who’s excited, and about what? Who’s bummed?

Frances: I’m pretty excited about it. I’m interested to see what it will bring. Of course, there are the few select things that I’m not so happy about giving up. For example, Hulu (Disney has a partial ownership), The TV show Project Runway, and books produced by Hyperion.

Lisa: My 8-year-old has been prepping by watching everything she possible can Disney in her daily allotted screen time. I don’t think she’s looking forward to it.

What were you surprised you’d have to eliminate when you decided to cut Disney out of your life for a year? What saddens you to lose, and what will you replace it with?

Lisa: I’d say I was most surprised by the sheer number of properties Disney owns. So many websites! Saddest thing to lose will be Hulu. My husband is concerned about football season. He’s a Vikings fan and will have to miss two Monday night football games (I think). He’s willing to do it, though.

Frances: Hulu, first of all. It’s pretty convenient, but I’ll be fine just going to the website of the actual TV show. Also, Project Runway is something that I am definitely sad to lose it. But hopefully, I won’t replace it, and it’ll just be one less TV show that I watch, therefore giving me time to do other, more active (mentally and physically) things. Also, Disney movies, I wasn’t surprised to lose, but I’m crossing my fingers that they don’t come out with anything I want to see. Although, I can probably replace it with much cooler, movies that are made by smaller corporations. Also, Disney owns Hyperion, a book publisher. I’m going to miss being able to have those books, but again, I’m crossing my fingers that something doesn’t come along that I’ll want to see.

Tell me about PEM—how did it start, what have you learned from it, and how does it related to this quest?

Lisa: PEM grew from my passion/anger about the ways that corporations market to children. I have always felt that corporations should take a greater responsibility in how they approach children. As a parent it’s always felt similar to the way unscrupulous people take advantage of/swindle senior citizens who can no longer make good judgment calls. I was also concerned about our society’s view of children and how everything in their lives has become commodified – that they are being taught to be good little consumers and instead of being good citizens or moral/ethical/responsible people. Corporations have too much say in my children’s lives. I wanted to fight back. I’ve learned corporations will never take any responsibility if it takes away from their bottom line. I’ve also come to realize that the best form of action is in parent education – most parents just don’t know the lengths that companies go to get their child’s attention. Companies will always say that parents make free choices, but it’s hardly a free choice if you only know one side of the story. What about the psychologists hired to exploit kids’ developmental stages? What about advertising posing as curriculum in public schools? PEM will focus more on parent education – so that parents truly can make free choices – in the future. One of my main gripes about Disney is that it is everywhere. You can’t escape it. It’s almost like an American family has a Disney “default” setting. I’m hoping take those times that we might “default” to Disney – at the movies or buying presents—and look deeper. What other choices do we have? Maybe there’s a movie out with a lower marketing budget that could be—gulp—*better* than a sequel to Toy Story? Maybe we can read the original stories behind the Disney Princesses?

Every parent alive wants to know: what would happen if your 8-year-old came home with a Mickey lunchbox or keychain? In other words, how are you going to explain the purpose of your mission to the corporations target demographic when the going gets rough and “but mom, everybody has one” sounds reasonable enough, coming from someone you love?

Lisa:  Great question, but not really relevant at our house. We’ve had a “no licensed character” rule for years. Our issue will be what happens at other people’s houses. Or in school (because yes, they show Disney movies in school—don’t ask me why).

How far will the year without Disney go? Since you’re allowing yourself the freedom to restate the corporation’s name, where will you draw the line?

Lisa: It will be OK to experience Disney at someone else’s house. And we’ll accept Disney-related gifts graciously. But that’s it.

What do you expect to gain from the next year? What do you expect to lose?

Lisa: I really hope to teach my daughters to dig deeper—to not accept everything handed to you (especially media). And to think critically. I also expect some family disagreements and disappointments. We’ll take them as they come.

Frances: Hopefully, I will gain knowledge of better things that aren’t corporation owned.