While “convergence” has become an increasingly commonplace description for various forms of media distribution and reception in the contemporary moment of new media and horizontal integration, the practices themselves have longer roots in the history of 20th Century American media. At its core, Disney’s phenomenal success is due less to artistic genius and more to the repetition, recirculation and alteration of content that migrated across multi-media platforms--reaching as far back as the 1940s and 1950s, with its collaboration with Western Publishing (Golden Books), the American Broadcasting Company (ABC), Capitol Records, and others, and culminating with the later production of their own ancillary companies, such as Disneyland Records. Moreover, this had sometimes profound effects of its particular theatrical texts.In 1946, Song of the South was critically panned and financially underwhelming at the box office. Critics dismissed its lame live-action melodrama, while activists lamented its Uncle Tom representations. Both were valid criticisms. Meanwhile, the film barely recouped Disney's considerable investment. The film had been the company's big Post-War hope for another Snow White-sized hit, but within a few years it was largely forgotten.
The film reappeared in 1956. This was less because it was in demand per se, and more because--as early as the 1950s--Disney had figured out that its biggest profits often came from releasing the same material to a new generation of children and, most importantly, parents. Song of the South was no different in that regard. Yet still the film underwhelmed again. Moreover, the film's racial politics made it even less worth the trouble.
As late as 1970, Disney had announced in Variety that Song of the South would never be released again because of racial insensitivity. This despite, curiously, the fact that Song of the South, they now claimed, was the "most requested title" in the Disney Vault. One theatre owner, Jeff Begun, was even quoted as calling the film, quite inexplicably, a "classic."
Not surprisingly, then, within another two years, Disney finally re-released the film again and this time, it proved to be the biggest re-release in the company history--despite never having been successful before, and even briefing "banned." This begs the question--why was Song of the South suddenly so popular?
One key factor was a white backlash in the late 1960s and 1970s against the Civil Rights movement--this made for a reassuring climate in which to release a reactionary text like Song of the South, a film which seemed in many ways even more reactionary in 1972. But, I would also argue, another context was the emergence of Disney as a media giant in an early iteration of convergence.
Even while the full-length, theatrical version of Song of the South struggled and momentarily faded, Disney remained everywhere. Decades before the emergence of the Hollywood “blockbuster,” the home video market, and widespread use of the internet, Disney understood the value in distributing its intellectual property across as many ancillary markets as possible.
Such gradual but continuous cultural ubiquity in the long run was crucial to developing and solidifying Disney’s popular emergence as the standard bearer for “family entertainment” and its socially-constructed acceptance as an everyday part of American life. Within this history, intimately tied into the context of a re-branded corporate legacy, Song of the South would prove to be much more resilient.
Moreover, Song of the South, in dispersed form, very much existed throughout this convergence universe, even if the film itself did not re-appear in theatres for sixteen years. While Disney stopped releasing the film between 1956 and 1972, Song of the South was never really gone.
Many generations were dependent more on the books and records than on the sporadic re-releases of the film in the pre-home-video age. Brer Rabbit and Brer Fox, and in particular the story of the “Tar Baby,” were regular fixtures in children’s texts produced by Golden Books and Disney itself. Thanks to Disneyland records, meanwhile, Uncle Remus’s voice continued to materialize on numerous records which compiled both his stories and his singing. Likewise, segments of Song of the South re-appeared on Disneyland and, later, The Wonderful World of Disney.
It is often tempting to think of these pieces of memorabilia as ephemeral or fleeting—the nostalgic fragment of a past time. But we should not be so quick to dismiss their durability—how they can remain in circulation for years, passed from friend to friend, family member to family member, and how their impact can last just as long, if not longer, as the “primary” texts they sought to compliment and promote.
As Earl Hutchinson wrote as recently as 2007:
down through the years [Song of the South] spawned a genre of popular kids songs that generations of school children (including this writer) hummed and whistled, and delighted in the antics of folk icons Brer Rabbit, Brer Fox, and Brer Bear.
By the time Song of the South finally reappeared theatrically in 1972, many audiences might not have seen the entire film, but they had literally and symbolically grown up with Disney’s version of Brer Rabbit and Uncle Remus in their living rooms, bedrooms, classrooms, church youth groups, and so forth.
This helped perpetuate the socially-constructed perception that the film itself had always been a part of their lives, even while sometimes they had never seen the film at all. Just as importantly, this ubiquitous transmedia presence eventually altered perceptions of Song of the South’s politics, to the point where some wondered whether the film was ever offensive.
These strategies of convergence weren’t just an effective, even trailblazing, business model—they were also a highly successful, if unintended, bit of cultural politics. The repetition and strategic remediation of Song of the South in Disney’s early transmedia universe not only rewrote the most offensive elements out of its repurposed texts (often literally), but also played a crucial role in naturalizing the Disney films’ arbitrary and even offensive ideologies of race, class, and gender for which the company has often been rightly criticize.
Begun’s assumption that the film was not offensive but rather a “classic,” despite two underwhelming theatrical releases over the course of three decades, was no doubt partly the result of Disney’s successful diversification strategies. These considerable fragments lingered in circulation for over five, ten, and twenty years, creating conditions for the theatrical film’s eventual success, and for its altered perception as a popular Disney title.
Disney’s strategies of convergence, in a sense, premediated Song of the South. The continued circulation of these texts, republished and reproduced, but also handed down and re-used, through the years accumulatively set different conditions of possibility for audiences during Song of the South’s eventual re-releases in the 1970s and 1980s. People who grew up with Disney’s Uncle Remus, who grew up symbolically as Johnny, were more receptive than 1940s audiences had been when first experiencing a jarringly anachronistic “Uncle Tom”-ish Southern melodrama in the more racially-enlightened era of post-WWII America.
























part of the 2000s American Films Project

PT's children are marked by the sins of the father. Here the child is marked by the first obtaining of oil. Children are also marked by fathers as a commodity-think of Stanley or Donnie's purpose in Magnolia.






























