Disneyization refers to the spread of principles exemplified by the Disney theme parks.(Bryman, A.,2004) It is seen as a globalisation force that spread throughout the world. The 4 dimensions of Disneyization are theming, hybrid consumption, merchandising and performative labour.
I will draw case study from Taipei Zoo located in Taiwan to explain the theory Disneyization.
Theming
Theming is the prominent dimension in Disneyization. It refers to the application of a narrative to institutions or locations it is applied, or simply put, giving meaning and symbolism to the object to which it is applies, thus making it more attractive and interesting. In other words, theming will offer opportunity to be entertained and to enjoy novel experiences.(Bryman, A.,2004)
In Taipei Zoo, the park is categorised according to the animals. A specific theme is then giving to give meaning to the group of animals in that area. For example, in the Asian Tropical Rainforest, animals such as Orangutans, Bengal Tigers and Asiatic Elephants could be found there. With such theme zones, visitors could easily know where these animals could be found in the world. However, in order to provide such themed experience the zoo will have to put in huge amount of investment in designing the theme zone to ensure that the man-made landscape would be as close as to the original as possible.
Hybrid Consumption
With more consumption available, the longer the people will stay in a venue. This is what hybrid consumption is about. The dimension refers to the merging of different orders of consumption, so as to fulfil as many needs of visitors to give them reasons to visits and stay longer in the venue.
Hybrid consumption could also be seen in Taipei Zoo. Other than the animals as the attractions of the zoo, Taipei Zoo also has food and beverages outlets for visitors to fill their stomach. This helps to meet the needs for basic needs of visitors, under the Maslow Hierarchy of Needs. In addition, the children zoo would fulfil the needs of a location that is suitable for the whole family. The children will be thrill to have the interaction with the animals there, thus would spend more time playing.
Merchandising
Merchandising refers to the promotion of goods in the form of or bearing copyright images and logos, including such products made under license. (book) Merchandising is to hitch on well-known images to create additional uses and value of the product.
Taipei Zoo has its own souvenir shop located at various part of the zoo to sell its own merchandise. On these merchandise, the logo of Taipei Zoo will be printed on it. Visitors will tend to buy such merchandise with logos as a memento that they had visited the place. In additional, as the Taipei has a special exhibition on Pandas lent by the China government, the merchandise relating with these 2 pandas have also become hot selling items.
Performative labour
This dimension refers to the viewing of frontline service staff as a performer. The main aspect for performative labour is emotional labour, which refers to workers conveying emotions as part of their work roles.
In Taipei Zoo, the staff of the zoo will have to put on a smile on their face regardless of their mood of the day so as to provide good customer service for the visitors. They are also considered as part of the zoo experience of the visitors. Imagine stepping into a zoo and was entertainment by a bad tempered staff, it will surely decrease the enjoyment of the whole zoo trip.
References:
- Bryman, A.(2004). Disneyization of Society, pp2,4,15-17,58,79,103-104.
- Taipei Zoo (English). Retrieved on 14 December, 2010 from http://english.zoo.taipei.gov.tw/content.asp?Cuitem=1128300&mp=104032
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