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- Title
The Disneyization of society.
- Authors
Byrman, Alan
- Abstract
This article proposes the idea of Disneyization as a complementary notion to McDonaldization. McDonaldization refers to the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world. Disneyization is depicted as a process by which the principles of Walt Disney Co.'s theme parks dominate more and more sectors of society. It has been presented as comprising four aspects: theming, dedifferentiation of consumption, merchandising, and emotional labor. The Disney theme parks have two points of significance in relation to merchandising as a component of Disneyization. Firstly, and most obviously, they provide sites for the selling of the vast array of Disney merchandise that has accumulated over the years; and secondly, they provide their own merchandise. The roots of Disneyization in theories of consumerism and consumer culture have been examined and are contrasted with the grounding of McDonaldization in the idea of rationalization. Some of the theoretical implications of the contrasts between Disneyization and McDonaldization have been presented.
- Subjects
AMUSEMENT parks; WALT Disney Co.; MERCHANDISING; SOCIAL movements; POINT-of-sale advertising; PUBLIC interest
- Publication
Sociological Review, 1999, Vol 47, Issue 1, p25
- ISSN
0038-0261
- Publication type
Article
- DOI
10.1111/1467-954X.00161