Page 22 - The Disneyization of Society

DISNEYIZATION

used by some writers, and from being a somewhat awkward term, it is encumbered
with less baggage, hence my preference for it over Disneyfication. The key point
13
to remember about the term is that it is to do with spread of principles associated
with the Disney theme parks, which predate the opening of the first park in 1955.
Undoubtedly, the principles that are described in the next four chapters are
directly copied some of the time. Indeed, Disney is sometimes complicit in this
copying because it offers courses in which managers are introduced to the way
things are done in the parks, the reasons for doing them in particular ways, and
how best to implement them. 34 When Disney theme park principles are learned
and directly implemented into other spheres in this way, we can see this process
as an example of explicit transferred Disneyization.
Inevitably, readers familiar with Ritzer’s influential work on McDonaldization 35
will draw comparisons with his concept, especially since, as noted above, the
definition of Disneyization is an adaptation of his definition. In fact, Disneyization
and McDonaldization can be thought of as parallel processes rather than as in any
sense competing. They both provide viable accounts of some of the changes
occurring in modern society. Neither provides a complete account but each is
meant to offer a springboard for understanding some of the processes that are
going on around us and to present capsule accounts of those processes. In this
chapter, Disneyization has been painted as a set of principles that address a con-
sumerist world in which McDonaldization has wrought homogeneity and in its
place projects an ambience of choice, difference, and frequently the spectacular.
Both Disneyization and McDonaldization are concerned with consumption, but
whereas McDonaldization is rooted in rationalization and its associations with
Fordism, scientific management and bureaucracy, Disneyization’s affinities are
with a post-Fordist world of variety and consumer choice. These issues will be
returned to in the final chapter.

Notes

1 Dyckhoff (2003). indicative of performative labour but take
2 In earlier publications on Disneyization, I the view that the latter refers to a slightly
referred to this dimension as dedifferentia- wider range of forms of service work in
tion of consumption but have decided to particular.
employ the somewhat less opaque term, 4 Bryman (1997).
hybrid consumption. 5 Ritzer (1993).
3 In earlier publications on Disneyization I 6 Small international differences notwith-
referred to this dimension as emotional standing, a point that will be returned to
labour. My use of the term performative in Chapter 7.
labour is meant to be slightly broader and 7 Schickel (1986: 225).
to include emotional labour. In other 8 Walz (1998: 51).
words, I now see emotional labour as 9 Ross (1999: 134).