Disneyization

This term implies a homogenization of consumption, merchandising and emotional labour. Disneyization or disneyfication arose due to the fact that others tried to follow this concept of the dimensions of theming, hybrid consumption, merchandising and performative labour.  Despite having many negative connotations to this concept, it is still highly adopted all around the world.

The most prominent evidence of disneyization can be seen at theme parks. However, not all theme parks can be considered to be disneyfied in my opinion. Some theme parks do not reflect the dimensions of disneyization. Now, I will introduce some disneyfied locations in Mexico. However, not all information may be available due to the language barrier as most of the official websites are in Spanish.

1. Six Flags Mexico, Mexico City

Six Flags is known to be one of the best theme parks of the world. It is located at the south of Mexico City. It boasts carnival rides, games and 5 roller coasters. Boomerang, was the first in the world with an outdoor round trip, Batman the Ride is the only inverted roller coaster in Mexico and Superman, the last escape is the highest and fastest in Latin America. The theme park also has a dolphinarium where there are many bonding activities that can be done with dolphins.

Batman

Although, the theme is not outrightly stated, the rides are named after cartoon superheroes like Batman and Superman which both adults and children can relate to. This theme makes it easier to brand itself as the theme is applied in their retail shops where they sell merchandises with the Batman or Superman logo on it. Theme parks are generally an all-in-one attraction which encompasses all forms of entertainment. There are restaurants and eateries within the grounds as well as retail shops and not forgetting the main attraction which is the rides itself. Hence, this makes it a form of hybrid consumption as it is a one-stop location. Lastly, Six flags expects its employees to deliver smiles and thrills to the guests. This indirectly shows the performative labour as the employees are expected to be cheerful so that the guests can be happy.

2. Parque Plaza Sesamo, Monterrey

Parque Plaza Sesamo is a theme park based on the famous characters of Plaza Sesamo, the Spanish version of Sesame Street. The theme park has water rides, play elements, live entertainment and state-of-the-art technology. It is a privately owned venture lead by several Mexican investors. CTW has allowed the park the liscense to use its characters. Official sponsors include Coca Cola, Hewlett Packard, Polaroid and CMEX.

This theme park is themed based on the Sesame Street characters. All the rides are named in relation to Plaza Sesamo for example, Expresso Minero (Mine Train) and Aerosesamo. Hybrid consumption is also present as there are restaurants, snack bars and theatres. This is definitely a location targeting children. There are many Sesame Street mascots and it is considered performative labour as the children would want to take pictures with them. Even if the employees wearing the mascots are tired or get ‘abused’ by the children, they have to endure their shifts. This makes it disneyfied.

3. Peri Magico, Mexico City

This amusement park is very unique as it is located within an existing shopping mall. Who would have thought of that? Incorporating both elements together which is like bringing the fun to the shops. Simultaneously, it would definitely generate higher revenue for the shopping malls.

Peri Magico is built in the middle portion of a mall, Peri Norte which is situated outside Mexico City. This fun center has a glass roff that allows shoppers on the other levels of the mall to look down on the activities. This tempts them to join in the fun. A popular ride is the steel roller coaster ‘Huracan’, the Mayan word for hurricane.

This example does not reflect the theming dimension but more of the hybrid consumption dimension. This shows that many forms of entertainment can be confined into just that one location. A mall is usually a place where locals purchase their groceries, necessities or shopping. The addition of having the fun center, it further promotes consumption of the people to take place.

4. Bubba Gump Shrimp Company

The Bubba Gump Shrimp Company Restaurant is a movie themed dining place inspired by the 1994 movie Forrest Gump. It is a family styled restaurant that features an array of shrimp dishes. However, it also serves other items for those who want a range of food items. The interior décor reflects the snippets of the movie. For example, a imitation of Forrest Gump’s running shoes, posters with ‘Run, Forrest, run!’ on it and pictures of actors and actresses playing the roles in the movie.

Globalisation allows the restaurants to have 32 outlets worldwide. Two of which are located in Mexico. One restaurant is in Plaza Flamingo, Cancun and one in Puerto Vallarta.

This is considered to be disneyfied as it has a theme and merchandises are sold like souvenirs and apparels which all display the Bubba Gump logo or name. This whole package of having the theme and merchandise together with the good food, makes people come back for more.

5. Club Med, Cancun Yucatan

Club Med promotes itself as an all inclusive resort and is set up all around the world. In Cancun Yucatan resort, the theme is the relaxed and natural atmosphere. The staffs all wear uniforms with the Club Med logo and portray a relaxed nature. Facilities and amenities are abundant at Club Med as they aim to be all-inclusive therefore catering to the different needs of their clientele. Being an all-inclusive resort, it definitely promotes hybrid consumption as the tourists are there to spend, enjoy their vacation and relax.

Club Med has their own retail shop in every resort they own. The shop sells a range of apparel for the tourists to purchase. At the same time, it helps in advertising their brand when these items are brought back as souvenirs. Lastly, the staff are always friendly, smiling and enthusiastic about their job. This is the requirement of the Club Med staff as they need to be approachable all the time due to the many events and activities they have at the resort. Therefore, Club Med engages in performative labour. The interaction between the staff and the tourists are much higher than that at the theme parks. Therefore, Club Med is highly disneyfied all around the world and not just in Mexico.

 

Disneyization reflects the breach between production and consumption which is achieved through the visual removal of all hint of production and the blanketing of consumption with layers of fantasy so that residents are blinkered from seeing the actual labour processes that condition and define their lives (Bryman, 1999). Moore mentioned that workers sewing Hercules, 101 Dalmations and Lion King children’s clothes were forced to work overtime and bathroom visits are limited to two per person and permission to leave must be granted. The factory also does not have clean drinking water for anyone so water must be brought by employees.

We are all blinded as consumers and we often do not think of all these issues and purely think of our own selfish needs like entertainment and enjoyment. Disneyization is largely evident all around the world due to globalisation. Yet despite the negativity of the whole concept, it is proving to be a successful strategy for companies to make greater profits.