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The Disneyization of Society. Alan Bryman. London, England: SAGE Publishers. 2004. 199 pages. $34.95.
"Disneyization" refers to features and ideas in society that are similar to those found in Disney theme parks. This book provides many creative and practical examples of where the concept of Disneyization is displayed and practiced throughout society. Chapter 2 highlights examples of theming, including such instances as massive bookstores like Barnes and Noble decorating their interiors in an attempt to resemble cozy libraries, and theme-oriented restaurant chains, such as Rainforest Café, which features aquarium displays in its outlets. Even neighborhoods are themed by specific home designs. The theming in society parallels the theming in different sections of a Disney park, each with its own activities and attractions. Similarly, examples of hybrid consumption-outlined in Chapter 3include finding coffee shops in bookstores, banks in shopping malls, and Beanie Babies in McDonald's restaurants. Providing an unforgettable experience is vital to bringing customers back and enticing them to stay longer. Chapter 4 outlines examples of merchandising; these include selling mugs, coasters, magnets, and other accessories with a wide range of figures and designsfrom Teletubbies and other fantasy characters to museum paintings. There is a lot of appeal among consumers in purchasing products with characters, figures, and features that represent popular culture. Chapter 5 describes performative labor. Airline crew and hotel staff members are examples of performative labor, whereby the most important aspects of the jobs involve delivery of service to customers. Fitness trainers are another example of performative labor. In each chapter, Bryman describes how the particular Disneyization concept is developed and delivered in the Disney theme parks in comparison...