The term Disneyfication (also Disneyisation) describes the transformation of a society to The term also appears in The Cultures of Cities (), by Sharon Zukin, and was popularized in The Disneyization of Society (), by Alan Bryman. I am grateful to: Blackwell Publishers for permission to use material from ‘The Disneyization of society’, The Sociological Review, 47 (1), , 25–47; SAGE. The Disneyization of Society [Alan Bryman] on *FREE* shipping on qualifying offers. Alan Bryman has expanded on his internationally well-known.

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New age melodies permeated the sports sandals area, swatted tennis balls and cheering crowds enlivened the tennis area, and the high-pitched squeaks of sneakers on wood, the swoosh of a basketball passing through the hoop, and cheering crowds disneyizatino the basketball area and made me want to get out and play.

There were also numerous shows including re-enactments of historical events. It is sometimes suggested that we live in an entertainment economy1 in which the constant exposure to forms of entertainment — most notably through television, the movies, and computer games — leads us to expect that we will be entertained even when entertainment is not the main focus of the activity.


One of the disnsyization foundations for Disneyization is that of increasing the appeal of goods and services and the settings in which they are purveyed in the increasingly homogenized environments that are the products of McDonaldization.

It was precisely because many of them offered an experience at the expense of good food that they were increasingly shunned. The shopping experience is enlivened by theming. The association with the television series marks the place and its inhabitants indelibly in the minds of potential visitors as having a certain cluster of characteristics.

Concerning England, Urry has written: The goal of hybrid consumption sites is to give people as many reasons as possible for staying at the sites. Nonetheless, a distinction is still worth preserving between hybrid consumption and merchandising because there are several important aspects of the latter that are independent of the former.


Gradually, such rides have been incorporated as a result of pressure from younger visitors who found Disney fare too tame. Hybrid consumption within outlets Related to hybrid disneyzation of the kind found in malls, as outlined in the last section, is that many outlets seek to incorporate more and more consumption opportunities under their roofs.

By establishing coherence to rides and by placing an emphasis on the theme rather than on thrills, Walt was able to differentiate Disneyland from the traditional amusement parks that he so disliked.

Colonial Williamsburg in Virginia is renowned for its use of restored buildings and museum staff to recreate the world of ordinary life in the revolutionary era. In earlier publications on Disneyization I referred to this dimension as emotional labour.

As Umberto Eco puts it: Ritzer and Stillman mention laundromats with exercise equipment and internet cafes as further examples of a process in which the boundaries between different forms of consumption are broken down. Offer for Sale of 10, shares by S.

Disneyfication – Wikipedia

To the extent that it can be used as a launch pad for a plethora of spin-offs, merchandising can be said to have taken place. Indeed, the mall frequently becomes a disneyizatin for activities other than shopping as such and in the process becomes a destination in its own right. The Niketowns are particularly interesting and one of the stores, Niketown Chicago, has been the focus of two separate ethnographies.

But in recent years, hybridization has proceeded apace in Las Vegas. As a result, audiences are sometimes unsure about what is disnneyization is not a Disney film or indeed what is or is not a Disney theme park a particularly common mistake among Orlando visitors.

The Disneyization of Society

Aside from their use as strategies for differentiation, they are unlikely to become less important in the future because they constitute a major approach to combatting shopping from home in its various forms: After a period in which themed restaurant chains rolled out more and more outlets and newcomers arrived on the scene to participate in what was seen as an insatiable appetite for this genre of eating, around the turn of the millennium the eating public began to fall out of love with them.


For example, Goldberger Merchandising disneyizatiin a form of franchising, in the sense that it is a mechanism for leveraging additional uses and value out of existing well-known images.

It portrays its eating environments as experiences. There is even a climbing wall for kids and showroom space for car dealerships. But what is theming? Three aquariums hold a number of varieties of prized fish, while almost seven disneyizatiob different kinds of animals in total are mounted in and around every department of the store.

This is not only an important book for Disney scholars, but for any one interested in the future of modern society. Examples of brand theming are: This process of convergence is revealed in: For present purposes, the crucial point is that the kind of history presented at Colonial Williamsburg was precisely dusneyization kind of history that was deemed undesirable — one that lacked a sense of the diverse and conflictful nature of the period, a history that was too influenced by a Disney view of how American history should be presented to the masses.

In other words, the Disney theme parks are emblematic of certain trends that I identify in this book while simultaneously having been influential in their own right.