Page 177 - The Disneyization of Society

THE DISNEYIZATION OF SOCIETY

Lower Bavaria, just as in Calcutta, Singapore or the favelas of Rio de Janeiro, people watch Dallas on
TV, wear blue jeans and smoke Marlboro as a sign of ‘free, untouched nature’. In short, a global
168 culture industry increasingly signifies the convergence of cultural symbols and ways of life. 34
Disneyization, however, works differently. It is a systemscape that encourages
variety and differentiation. It is a mechanism for delivering goods and services
that emphasizes distinguishing the delivery of services and goods from other
providers. The template for the delivery of goods and services associated with a
systemscape like Disneyization creates structures of similarity within which commer-
cial and other organizations and institutions can take on a wide variety of forms.
For example, theming permits various styles and intensities in the application of
narratives. It can therefore assume a host of different kinds or patterns. These can
and will vary greatly within nation states as well as across them. Therefore, while
Disneyization may be deemed to imply a logic of homogeneity in our culture and
its institutions, no such commonality is likely to arise. Within the structures of
similarity that Disneyization creates, wide variations in practice are possible and
likely to be expected, as Disneyization runs the gauntlet of local conditions.
Disneyization creates structures of similarity that enable considerable variation in
outward appearance rather than homogeneous forms.
Of course, it could be argued that many of the carriers of Disneyization are in
fact global brands and chains that bring Disneyization in their wake. A thor-
oughly Disneyized operation like Hard Rock Cafe, for example, is both a deliverer
of a globally recognized service and goods and a carrier of Disneyization. To that
extent, it might be argued that Disneyization is associated with cultural homoge-
nization. However, the point about Disneyization and the suggestion that it
creates structures of similarity is that it is not simply being exported by prominent
globally recognized brands and organizations. Two points are relevant here. First,
when something such as a themed restaurant reaches an overseas market it is
likely to undergo a process of localization of the kind previously discussed.
Second, and more importantly, Disneyization is also imported by local entrepre-
neurs and businesses who mould it into culturally modified forms. Consequently,
we should not think of the underlying principles of Disneyization as creating uni-
formity, in that they may be both exported by transnational firms and imported by
local businesses as part of a process of emulation. When the latter occurs, the
character of the business concerned is likely to be shaped to local preferences
while keeping the underlying principles of Disneyization broadly intact. For
example, Ritzer refers to the interesting case of the Rock in Rio Cafe in Latin
America which has clearly been influenced by themed restaurants in the US but
has placed in its own stamp on the format. Guests enter by monorail, images are
projected onto the walls so that the décor constantly changes, and there are
indoor fireworks each night. The developer of the chain asks: ‘Why import some-
thing American when we can do better ourselves.’ 35 In a case such as this, the
principle of theming has been imported but a distinctive imprint has been