Puerile Corporations

by zunguzungu

In a post that takes this reading and really runs with it, Natalia paraphrases an interesting talk I wish I had been present for:

Disney’s corporate culture reveals itself as entirely contemptuous of mass production, Christensen argues. Pinocchio is never represented as a commodity in the film; not only does Geppetto never sell Pinocchio, the idea of selling Pinocchio is pointedly raised precisely as a repugnant notion to be rejected. Geppetto is never really a toy-seller but an animator, a bringer-to-life; likewise, Pinocchio is always a boy manqué, who will always need to have a cricket substitute for his conscience but who is deserving of animation nonetheless.

To Pixar, however, a toy is not a near-child longing for subjectivity (or a conscience); it’s always a toy. It therefore never wants to be a child; it is manufactured to be played with by a child, and therefore that is what it wants. Mass production is the condition of their existence, as we see when the toys in the films confront identical copies of themselves who both are and are not them.