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The Disneyization of Society By Alen Bryman SAGE Publications, New Delhi, 2004; Pages: 199; Price: Rs. 800; ISBN: 0781967648, 0761967656
Disneyization and McDonaldization the order of the day, and the concept of Disney theme parks seeps into the economy and into the consumer culture of the present society. Logically arguing this factor, the author has brought a new conceptualized theme into the literature of culture and the modern society. The analysis in the book mainly focuses on the four dimensions: theming, hybrid consumption, merchandising, and performative labor. While discussing each dimension, the author tries to address the ways in which the aspect of Disneyization is evident in the Disney theme parks themselves, evidence of the existence of that aspect of Disneyization before the opening of the first Disney theme park; and evidence of the diffusion of that aspect of Disneyization beyond the Disney theme parks.
One of the main foundations for Disneyization, according to Bryman, 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. Disneyization, by and large, connects with a post-Fordist world of variety and choice in which consumers reign supreme.
The author argues that day-by-day modern life is becoming themed in a similar way in which Disney theme parks are themed. As the balance of people's consumption is slowly shifting from goods to services, they begin to seek more from services. At the same time, service providers are well-aware that many consumers are increasingly bored with the standardized services and settings with which they are typically confronted. This has forced the service providers to adopt themed environments for their businesses, and the author clearly points out that Disneyland's approach to theming has undoubtedly influenced other applications such as amusement parks, restaurants, hotels, malls, zoos, museums, and holiday destinations.
While discussing the domains of hybrid consumption, the author makes a point...