Page 179 - The Disneyization of Society

THE DISNEYIZATION OF SOCIETY

using theming to create a ludic atmosphere to make them more likely to spend, and
directing their movements towards the purchase of merchandise are all features of
170 Disneyization that might be criticized. Of course, as noted in the previous chapter, we
should not presume that consumers are pliant dupes who succumb to these strategies,
but the frequency with which they are employed nowadays suggests that they must be
successful at least some of the time.

• Manipulation of workers’ emotions. The extensive use of emotional labour as a means of
differentiating services means that workers are increasingly being expected to display
certain emotions but to suppress others. This manipulation of how workers feel about
both themselves and their work situation may be deeply alienating for some of them
and there is some evidence that its effects on their well-being are sometimes negative.
On the other hand, while this is a possible source of criticism, like the previous point, it
should not be assumed that people are passive in the face of organizations’ exhorta-
tions. They are frequently capable of reacting to these requirements and of fighting
back in their own ways.

These and other similar sources of criticism of Disneyization have been implicit
in the previous chapters. However, the possible grounds for an ideological critique
of Disneyization do not end there and the following additional points are worthy
of consideration.

Sweated labour

Much of the apparently benign merchandise that is sold in theme parks, themed
restaurants, and similar outlets is often likely to be the product of sweated labour.
In August 1996, Tracy participated in a market survey of merchandise licensed by
Disney for The Hunchback of Notre Dame in various retail outlets in Tucson,
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Arizona. The survey entailed noting the place of manufacture and the price and
type of item. It was found that 47% of the products were from what he
calls ‘dependent countries’. Of these products, 16% were made in countries where
the average wage per worker was just under $4,000. These items are often pro-
duced in working conditions that are extremely unpleasant and at wage
rates that are very low. Even in China, which is one of the dependent countries
(though not among the 16% previously mentioned), he cites a 1999 study
that reported extremely poor working conditions in Chinese factories making
Disney merchandise. Apparently, working days of 16 hours were not uncommon
at peak times.
Moreover, even the merchandise produced in the United States, which formed
48% of all Hunchback merchandise, is frequently manufactured under sweatshop
conditions. This is particularly the case with clothing items, which, Tracy sug-
gests, are frequently manufactured in sweatshops regardless of the country of
origin. These factories do not pay the minimum wage or overtime in the US. The