Auditing the Disney English as a Second Language (ESL) Schools for Chinese Children

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The Wall Street Journal has published an article which peeks into life at Disney’s schools that teach English to China’s youth. Focusing on apparent attempts by Disney to push its brand throughout the country, the article questions the motives and effectiveness of the school. Well received by the Chinese middle class, Disney plans on creating new schools in both Shanghai and Beijing and is contemplating introducing the schools to other countries in the future. Article here.

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2 thoughts on “Auditing the Disney English as a Second Language (ESL) Schools for Chinese Children

  1. Part of me thinks it’s a great way to teach kids English, but the other part of me thinks Disney isn’t being really honest. They say it’s not about the marketing, but come on. Everything in class is about the characters, and they even reward success with Disney paraphernalia. It sure is a clever way to get its stories into a country with a government that traditionally bans “outside” countries’ productions. And is it really a coincidence that Disney wants to build a park in Shanghai now? There’s a good take on this from a parent at: http://tinyurl.com/cw88fz

  2. Part of me thinks it’s a great way to teach kids English, but the other part of me thinks Disney isn’t being really honest. They say it’s not about the marketing, but come on. Everything in class is about the characters, and they even reward success with Disney paraphernalia. It sure is a clever way to get its stories into a country with a government that traditionally bans “outside” countries’ productions. And is it really a coincidence that Disney wants to build a park in Shanghai now? There’s a good take on this from a parent at: http://tinyurl.com/cw88fz

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