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2014 Hour of Code: Do Ends Justify Disney Product Placement Means?

Posted by samzenpus on from the let-it-go dept.

theodp writes "The purpose of product placement/product integration/branded entertainment," explains Disney in a job posting, "is to give a brand exposure outside of their traditional media buy." So, one imagines the folks in Disney Marketing must be thrilled that Disney Frozen princesses Anna and Elsa will be featured in the 'signature tutorial' for CSEdWeek's 2014 Hour of Code, which aims to introduce CS to 100 million schoolkids — including a sizable captive audience — in the weeks before Christmas. "Thanks to Disney Interactive," announced Code.org CEO Hadi Partovi, "Code.org's signature tutorial for the 2014 Hour of Code features Disney Infinity versions of Disney's 'Frozen' heroines Anna and Elsa!." Partovi adds, "The girl-power theme of the tutorial is a continuation of our efforts to expand diversity in computer science and broaden female participation in the field, starting with younger students." In the tutorial, reports the LA Times, "students will learn to write code to help Anna and Elsa draw snowflakes and snowmen, and perform magical 'ice craft.' Disney is also donating $100,000 to support Code.org's efforts to bring computer science education to after-school programs nationwide."

6 of 125 comments (clear)

  1. If the goal is to interest girls in coding by Anonymous Coward · · Score: 2, Insightful

    This should accomplish it for a substantial portion of the female population...

    1. Re:If the goal is to interest girls in coding by serviscope_minor · · Score: 4, Insightful

      No the book had one minor error. The title was mistakenly printed as:

      "I can be a computer engineer"

      when it was meant to be:

      "I can be an MBA"

      Once that fix is made everything makes perfect sense: come up with a high level "idea", find some sucker to do it for you, leave a trail of desctuction and then take all credit for the success.

      --
      SJW n. One who posts facts.
  2. Of course not! by pushing-robot · · Score: 4, Insightful

    It's reprehensible that they leverage this incredibly popular brand to teach girls to code when they could be using it to sell Happy Meals and next year's landfill fodder. Shame, shame!

    --
    How can I believe you when you tell me what I don't want to hear?
  3. Disney and LEGO are very different by tepples · · Score: 4, Insightful

    Disney sues people for putting a picture of Mickey Mouse on the wall of a day care. LEGO, on the other hand, puts out a movie decrying certain media companies' fanwork ban policy.

  4. Sexist? by SuperKendall · · Score: 4, Insightful

    Have you ever talked to a little girl? Saying that having to Frozen characters involved might interest more little girls is not sexism, it's the most common of sense.

    People like you say you want more women in coding but don't want to do anything real to make it happen, at the level it needs to happen - early education.

    --
    "There is more worth loving than we have strength to love." - Brian Jay Stanley
  5. I'm just curious... by CODiNE · · Score: 4, Insightful

    Where was the outrage over last years Plants and Zombies/ Angry Birds themed hour of code?

    Is it the branding bothering people, or that girls are being focused on this time around?

    --
    Cwm, fjord-bank glyphs vext quiz