The Pennsylvania State University The Graduate School School of Humanities THE GRAY LADY, THE PEACOCK, AND THE MOUSE: CORPORATE MEDIA INFLUENCE IN AMERICAN POPULAR CULTURE A Dissertation in American Studies by Megan C. McGee Yinger © 2016 Megan C. McGee Yinger Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy May 2016 The dissertation of Megan C. McGee Yinger was reviewed and approved* by the following: Charles Kupfer Associate Professor of American Studies and History Dissertation Advisor Chair of Committee John R. Haddad Professor of American Studies and Popular Culture Charity D. Fox Assistant Professor of American Studies Richard S. Brown Assistant Professor of Management Simon J. Bronner Distinguished Professor of American Studies and Folklore Program Chair *Signatures are on file in the Graduate School ii ABSTRACT This dissertation examines the intersection of corporate culture and popular culture in 20th and 21st century America, focusing in particular on the role of for-profit institutions. Focusing on the themes of cultural capital and consumer agency; intangible assets as a basis for competition; and the theoretical notion of rational amusement, this project uses case studies to investigate the roles of the New York Times, the National Broadcasting Company, and the Walt Disney Company in American corporate and popular culture. Case studies are the central keys to understanding the larger themes present within each corporation’s products and services. The New York Times is set apart in this project through its crossword puzzle and its publication of the Pentagon Papers. The crossword puzzle, through its association with the American “paper of record,” has come to be the gold standard of American-style crossword puzzles. Through an examination of the puzzle’s folklore, cultural references, and evolution, the puzzle reifies the Times’ status as the paper of record among American publications, thereby creating a recurring loop of prestige. The NBC case studies focus on its late night line-up and its Olympics coverage. NBC’s late night programming was the first of its kind on a national network, and The Tonight Show, Late Night, and Saturday Night Live serve as texts by which to examine the importance of brand loyalty and identity at the network. This case study also emphasizes the geographic importance of the late night line-up and its relation to New York and Los Angeles. NBC’s Olympic coverage is a more recent success, and the network has pulled from its own experiences, as well as those of their competitors, to iii create Olympic programming for a post-Cold War, post-9/11 world. Finally, the Walt Disney Company is analyzed through its animated features and the role of Walt Disney World Resort in popular culture. The Walt Disney Company has learned as much from its failures as its successes, and therefore an analysis of its less-popular animated features, such as Song of the South, provides insight into the Disney brand and its long-term success. Walt Disney World is examined through the lens of rational amusement in American life. Walt Disney continues an arc of American rational amusement that began with Philadelphia’s Charles Willson Peale in the early republic. This project signals a paradigm shift in the way the world of business is perceived within American studies. It focuses on the themes of cultural capital and consumer agency; intangible assets; and rational amusement as ways for American companies to separate themselves from the larger pack of media for-profit institutions. iv TABLE OF CONTENTS ACKNOWLEDGMENTS………………………………………………………………..vi INTRODUCTION………………………………………………………………………...1 MODULE 1: THE NEW YORK TIMES An Introduction………………………………………..........................................12 Case Study A - All the Clues that are Fit to Solve: The New York Times Crossword Puzzle………………………………………………………………...22 Case Study B - The Pentagon Papers and the Fourth Estate……………………..48 MODULE 2: THE NATIONAL BROADCASTING COMPANY (NBC) An Introduction…………………………………………………………………..72 Case Study A - Late Night Television and Brand Loyalty………………………89 Case Study B - NBC’s Olympic Coverage: Tales of Transnationalism……......127 MODULE 3: THE WALT DISNEY COMPANY An Introduction…………………………………………………………………163 Case Study A - Disney Animation: Adventures in Failure……………………..179 Case Study B - The Artist in His Theme Park: Tradition of Rational Amusement from Charles Willson Peale to Walt Disney……………………………………215 APPENDIX: Disney Animated Films…………………………………………………246 BIBLIOGRAPHY……………………………………………………………………....248 v Acknowledgements For the last four years, I have been lucky enough to surround myself with supportive friends, family, and colleagues who stayed with me through the intense experience that is graduate school. These people and organizations found ways, both large and small, to keep me on task and provide me with time to think out loud about the ideas in this work. Mere words are not sufficient enough to convey my appreciation, but I will try my best. First, I would like to thank my committee chair, Dr. Charles Kupfer, who has been my main champion at Penn State Harrisburg since I stepped on campus as a Masters student. Without him, my Masters thesis would probably still be waiting on edits. He has been supportive of this strange project since the beginning, and he has made sure that I did not stray from my convictions when it seemed easier to just agree with the mainstream. I met Dr. Kupfer when I was a junior at La Salle University, and he gave me a signed copy of his first book. Inside he inscribed: “Harrisburg is great! Come here to grad school!” Even though I rolled my eyes at the time, I am eternally grateful that I followed this suggestion. My committee has been a large source of support. Drs. Haddad, Fox, Brown, and Witwer have all made major contributions to how I see my project and how I understand the worlds of American studies and American business. Dr. Haddad has served as my advisor for the last four years, and in addition to his support on this project, he also assisted me in all aspects of my professional career. His enthusiasm for all things popular culture definitely infuses everything he touches with positive energy. Dr. Fox was a late addition to the committee, but she has made up for it with her support as I try to balance vi my life and my work. Even if our discussions just devolve into quoting Bob’s Burgers, time with her is always well spent. Dr. Brown signed on after I took one week of Business Ethics and Corporate Governance with him in Fall 2013. He “got” what this project intended to do, and his contributions have been crucial to fully realizing the business side of this project. Although Dr. Witwer graciously stepped aside in the final year so Dr. Fox could join the committee, he provided helpful feedback and encouragement. Finally, I would like to thank Drs. Simon Bronner, Anne Verplanck, Michael Barton, Erin Battat, and Anthony Buccitelli, who all showed me kindness and support while I was at Penn State. I was lucky enough to be admitted to this program with some of the best possible people. We understood and supported each other through every step. Andrea Glass, Becky & Aaron Cecala, John Price, Blayke Barker, Hilary Miller & Jeff Tomaino, Claire Guest, Sarah & David Wilson, Tiffany Weaver, Semontee Mitra, Jamie Hirami, Sue Ortmann, and Brant & Coralee Ellsworth have shown my family and I what friendship can be. And yes, sometimes friendship is shown through appropriately timed bottles of wine. In the final years of the doctoral program, I returned to my childhood dance studio to basically blow off steam while I researched and wrote. What I have received in return is an amazing group of people who cheer me on and have allowed me to use a lot of my talents to help better our studio. To the students and staff of Wevodau Dance Center, I thank you, most especially Kate Bender, Johanna Lucas, Trish Baillie, Andrea Copeland, and April Wevodau. vii My years at La Salle University were perhaps the most important times of my life, and this dissertation is certainly proof of that. I thank my incredible friends from college who have cheered me on from Philadelphia (and beyond) for the last four years. Sara Allen & Matt Lally, Michele & Sean Legnini, Emily Brennan & Rory Lucey, Hannah Datz & Sam Scavuzzo, Amanda & Jeff Jumper, Liz Cerkez, Doug Phelan, Megan Henderson, Maeve Daly, and the many other wonderful friends I made at La Salle have sustained me with laughs, weddings, bar trips, and sleepovers. Although I graduated eight years ago, the faculty and staff of La Salle have continued to be as supportive as if I was still a student. I am especially indebted to Siobhan Conaty, Lisa Jarvinen, Rosina Ryan, and the entire History Department. Most importantly, I would like to thank Francis Ryan. He saw something special in me upon our first meeting in August 2004, and his support and encouragement has never wavered. He encouraged me to attend Penn State, I think in part because he knew I would be well taken care of here. Thank you, Fran. My family is my foundation, and I would not be at this level without their love. My parents, Marc & Teresa McGee, have encouraged me throughout my life to pursue my passions, even when they are weird or boring, and that passion for learning and understanding the world has kept me going through every stage of my education. My sister, Sarah McGee Babcock, provided everything from encouragement to babysitting. My in-laws, David and Jill Yinger, are a major reason I could dedicate my time to writing and completing coursework so quickly, as they took care of my son almost every day I was at school over the last four years. My brothers-in-law, Tim Yinger and Matt Babcock, are awesome because they make me laugh and buy me yarn.