Page 24 - The Disneyization of Society

Chapter Two

Theming

Mini Contents
Why theme? 16
Sources of themes 17
Theming in Disney theme parks 19
Precursors of theming 21
The diffusion of theming 24
Amusement parks 24
Restaurants 25
McDonald’s 28
Hotels 30
Malls 32
Heritage shopping 35
Themed shopping 38
Zoos 41
Theming of place 44
Towns 48
Museums 49
Other domains of theming 50
Conclusion 52

Theming is probably the most obvious dimension of Disneyization. Since the
term is to do with the diffusion of the principles of the Disney theme parks, and
since the notion of theme is by definition a part of the process, it is inevitable that
it would be an important component of the analysis. But what is theming?
Theming consists of the application of a narrative to institutions or locations.
Typically, the source of the theme is external to the institution or object to which
it is applied. This externality is usually revealed as being external in terms of
space, time, sphere or any combination of these sources.
Theming provides a veneer of meaning and symbolism to the objects to which it is
applied. It is meant to give them a meaning that transcends or at the very least is in
addition to what they actually are. In infusing objects with meaning through them-
ing, they are deemed to be made more attractive and interesting than they would
otherwise be. The rationale for theming will be examined in greater detail below, but
to anticipate some of the motives that will be addressed, we can look at the issue from
the point of view of the supplier of the themed environment and the consumer of it.

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