Disneyfication
Encyclopedia
Disneyfication is a term which describes the transformation of something, usually society at large, to resemble The Walt Disney Company
's theme parks
. The latter term appears in Sharon Zukin's book, The Cultures of Cities (1996:128), and was popularized by Alan Bryman
in a 2004 book, The Disneyization of Society. Disneyfication of urban space is explored in Jeff Ferrell's Tearing Down the Streets: Adventures in Urban Anarchy. Social scientists writing about urban transformation employ both terms.
The terms are generally used in a negative way, and they imply homogenization of consumption
, merchandising
, and emotional labor
. They can be used more broadly to describe the processes of stripping a real place or event of its original character and repackaging it in a sanitized format. References to anything negative are removed, and the facts are watered down with the intent of making the subject more pleasant and easily grasped. In the case of places, this typically means replacing what has grown organically over time with an idealized and tourist-friendly veneer reminiscent of the "Main Street, U.S.A.
" attractions at Disney
theme parks. Aspects of Disneyfication include:
The French
philosopher Jean Baudrillard
(who writes about the nature of reality
and the hyperreality
) has called Disneyland the most real place in the U.S.
, because it is not pretending to be anything more than it actually is, a theme park. In his essay
Simulations, he writes:
He also criticized the hidden corporate nature of the company in his book America:
The Walt Disney Company
The Walt Disney Company is the largest media conglomerate in the world in terms of revenue. Founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Walt Disney Productions established itself as a leader in the American animation industry before diversifying into...
's theme parks
Walt Disney Parks and Resorts
Walt Disney Parks and Resorts is the segment of The Walt Disney Company that conceives, builds, and manages the company's theme parks and holiday resorts, as well as a variety of additional family-oriented leisure enterprises...
. The latter term appears in Sharon Zukin's book, The Cultures of Cities (1996:128), and was popularized by Alan Bryman
Alan Bryman
Alan Bryman is currently Professor of Organisational and Social Research at the University of Leicester, prior to this Bryman spent 31 years at Loughborough University. He is best known for three main areas of work...
in a 2004 book, The Disneyization of Society. Disneyfication of urban space is explored in Jeff Ferrell's Tearing Down the Streets: Adventures in Urban Anarchy. Social scientists writing about urban transformation employ both terms.
The terms are generally used in a negative way, and they imply homogenization of consumption
Consumption (economics)
Consumption is a common concept in economics, and gives rise to derived concepts such as consumer debt. Generally, consumption is defined in part by comparison to production. But the precise definition can vary because different schools of economists define production quite differently...
, merchandising
Merchandising
Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer...
, and emotional labor
Emotional labor
Emotional labor is a form of emotional regulation wherein workers are expected to display certain emotions as part of their job, and to promote organizational goals...
. They can be used more broadly to describe the processes of stripping a real place or event of its original character and repackaging it in a sanitized format. References to anything negative are removed, and the facts are watered down with the intent of making the subject more pleasant and easily grasped. In the case of places, this typically means replacing what has grown organically over time with an idealized and tourist-friendly veneer reminiscent of the "Main Street, U.S.A.
Main Street, U.S.A.
Main Street, U.S.A. is the first "themed land" inside the main entrance of the many 'Magic Kingdom'-style parks run by The Walt Disney Company around the world....
" attractions at Disney
The Walt Disney Company
The Walt Disney Company is the largest media conglomerate in the world in terms of revenue. Founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Walt Disney Productions established itself as a leader in the American animation industry before diversifying into...
theme parks. Aspects of Disneyfication include:
- themingTheme-Art:* Theme , the unifying subject or idea of the type of visual work* Theme , the unifying subject or idea of a story* Theme , the initial or principal melody in a musical piece...
– infusing a place or object with a particular idea. - hybrid-consumption – a collection of multiple consumption opportunities in a particular location. Providing other goods and services help the consumer have other opportunities to do at that location.
- merchandising – promoting a goods or services with objects bearing promotional images or logos.
- performative laborEmotional laborEmotional labor is a form of emotional regulation wherein workers are expected to display certain emotions as part of their job, and to promote organizational goals...
– making employees not only providers of services, but also entertainers.
The French
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
philosopher Jean Baudrillard
Jean Baudrillard
Jean Baudrillard was a French sociologist, philosopher, cultural theorist, political commentator, and photographer. His work is frequently associated with postmodernism and post-structuralism.-Life:...
(who writes about the nature of reality
Reality
In philosophy, reality is the state of things as they actually exist, rather than as they may appear or might be imagined. In a wider definition, reality includes everything that is and has been, whether or not it is observable or comprehensible...
and the hyperreality
Hyperreality
Hyperreality is used in semiotics and postmodern philosophy to describe a hypothetical inability of consciousness to distinguish reality from fantasy, especially in technologically advanced postmodern societies...
) has called Disneyland the most real place in the U.S.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, because it is not pretending to be anything more than it actually is, a theme park. In his essay
Essay
An essay is a piece of writing which is often written from an author's personal point of view. Essays can consist of a number of elements, including: literary criticism, political manifestos, learned arguments, observations of daily life, recollections, and reflections of the author. The definition...
Simulations, he writes:
- "Disneyland is presented as imaginary in order to make us believe that the rest is real, when in fact all of Los Angeles and the America surrounding it are no longer real, but of the order of the hyper-real and of simulation."
He also criticized the hidden corporate nature of the company in his book America:
- "The whole Walt Disney philosophy eats out of your hand with these pretty little sentimental creatures in grey fur coats. For my own part, I believe that behind these smiling eyes there lurks a cold, ferocious beast fearfully stalking us."
See also
- Celebration, FloridaCelebration, FloridaCelebration is a census-designated place and a master-planned community in Osceola County, Florida, United States, located near Walt Disney World Resort and originally developed by The Walt Disney Company...
- CocacolonizationCocacolonizationCocacolonization is a term that refers to globalization or cultural colonization. It is a portmanteau of the name of the multinational soft drink maker Coca-Cola and the word colonization....
- Dumbing downDumbing downDumbing down is a pejorative term for a perceived trend to lower the intellectual content of literature, education, news, and other aspects of culture...
- McDonaldizationMcDonaldizationMcDonaldization is a term used by sociologist George Ritzer in his book The McDonaldization of Society . He explains it occurs when a culture possesses the characteristics of a fast-food restaurant. McDonaldization is a reconceptualization of rationalization, or moving from traditional to rational...
- WalmartingWalmartingWalmarting is a neologism referring to U.S. discount department store Walmart with three meanings.* The first use is similar to the concept of globalization and is used pejoratively by critics and neutrally by businesses seeking to emulate Wal-Mart's success....
External links
- A Reader's Guide to Disneyfication
- Jean Baudrillard's. Disneyworld Company. European Graduate SchoolEuropean Graduate SchoolThe European Graduate School in Saas-Fee, Switzerland is a privately funded graduate school founded by the non-profit European Foundation of Interdisciplinary Studies. Its German name is Europäische Universität für Interdisziplinäre Studien...