Student Research Symposium Program Portal: Submission #156

Abstract In 2022, The Walt Disney Company faced widespread criticism for its initially cautious response to Florida’s Parental Rights in Education law, commonly known as the “Don’t Say Gay” bill. As a brand known for storytelling which features inclusion, Disney’s measured communication prompted questions regarding leadership authenticity, values alignment, and stakeholder trust.
This research examines audience interpretations of Disney’s leadership communication during the controversy using a narrative leadership framework inspired by Wicked. The study maps three leadership archetypes to the Disney case: transformational leadership (Elphaba), symbolic leadership (Glinda), and authoritarian leadership (the Wizard). These archetypes offer a clear interpretive lens for analyzing perceptions of leadership communication strategies during the crisis.
Using a mixed methods exploratory sequential design, the study combines qualitative coding of public social media discourse across platforms, including Facebook, Instagram, and LinkedIn, with narrative analysis of key scenes from the Wicked films. These data sources enable examination of stakeholder interpretations of Disney’s communication and alignment with various leadership communication styles. Additionally, a pilot survey was developed to explore stakeholder perceptions of leadership authenticity, communication timing, and values alignment. Despite limited early responses, the survey provides an exploratory foundation for future research.
By integrating leadership theory with cultural narrative analysis, this research demonstrates how storytelling frameworks can illuminate complex organizational communication challenges and provides insights for leaders navigating politically sensitive issues while maintaining credibility and stakeholder trust.