Study Question to Disneyization of Society-Bryman PDF

Preview

Summary

Download Study Question to Disneyization of Society-Bryman PDF

Description

Study questions to BRYMAN 1. What is Disneyization? Bryman (2004) suggests that Disneyization is the society has been affected to resemble in many aspects the Disney theme parks. In his approach he focuses on the principles that guide the Disney parks which then become adopted by society. Bryman links Dinseyization with globalisation and patterns of consumption. Disneyization is a characteristic of modern society and increasingly criticised for undermining the values of local cutlures and practices. The main dimensions of Disneyization are: theming, hybrid consumption, merchandising and performative labour. These four dimensions are in a way principles not only of the Disney theme parks but of society’s. According to Bryman Disneyization existed before it has been put into context by the creating of the Disney theme parks. The parks are examples of Disneyization. The notion of Disneyization can be compared to the notion of McDonaldization coined by Ritzer (1993) to describe a society that bears the characteristics of a fast food restaurant –McDonalds. According to Ritzer these principles are predictability, calculability, efficiency and control – much like in the Fordism regime. While Disneyization is set in homogenised environments, homogenous goods are obscured with a veil of spectacular experiences. To increase the ‘inclination to consume’ beyond basic needs (e.g. hunger) is ‘Disneyization’s driving force’ (Bryman, 2004, p.5). It ‘gives the impression of being different’ by including many modes of consumption in the experience. Consumers are offered a plethora of activities and they have no other choice but to consume. Consumers reign supreme – just like in a post-Fordism society. 2. Why Disneyization and not Disneyfication? Disneyization refers to the process of “disneyfying” works of art or cultural resources in order to be more childlike, more standardized or Disneylike. It is some kind of censorship that aims to simplify and sanitize. Disneyzation though refers to the process of resemblance of Disney theme parks applied in the wider society and culure. Disneyfication is often used by authors, historians and others to criticize the negative effect that Disney has in the literature or historical grounds in regards to trivialization and sanitization. Trivialization because of the critiques from historians for example, that Disney is incompetent to portray a realistic picture of history and they view it even as an act of sacrilege of historical grounds that were threatened by the construction of a Disney theme park (e.g. proposition of a theme park at Haymarket p. 7) (Bryman, 2004, p7). Moreover, authors and illustrators link Disneyfication with sanitization as they argue that Disney tends to render characters to seem cuter, more childlike and less realistic. Disneyfication has in some cases proved to help a place like in the case of Times Square in New York that helped the place to transform from a disreputable sex and drug related area into a major tourist attraction by cleansing it in a way with its arrival. Nevertheless, the term is widely used to cast a negative light on Disney and its effect and it is mainly connected to literature and other cultural products rather than the bigger picture of a society affected by it. This makes it hard to maintain a neutral position on the matter of the effects in society and for this reason Bryman choses to use the term ‘Disneyization’not ‘Disneyfication’. Bryman refers to Disneyization in a way as an epidemic, as he

refers to the “spread of principles” associated with the Disney theme parks . For him the term Disneyization is a ‘tabula rasa’ which he examines from a structural and transferred point of view. By structural he refers to the “collection of changes” occurred in society having as an example the Disney theme parks. By transferred he examines the way that the principles of the Disney parks can be applied in different spheres and contexts within society (Bryman, 2004, p. 12). 3. What are the differences and similarities of McDonaldization and Disneyization? 4. What are the implications of the way Disney labels their staff and activities? 5. Theming a. Why theming? i. Rationales ii. Problems Theming is part of the process of Disneyization and probable the most evident one. By theming something you give it meaning and make it symbolic. In a way theming is like naming something to make it meaningful for you but in this case the name is the narrative/story applied to the object/location. Theming goes hand in hand with the entertainment – ‘experience’- economy of today’s society as it is used to make a service ‘fun’. In a McDonaldized world theming helps to make products seem unique. In the experience economy where the focus of consumption has turned from goods to services, experience is a key and the question is ‘how can one make an experience/ service stand out from all the rest out there’ ? Theming is a key and consumers increasingly look for themed ‘servicescapes’ where the service is dressed with a unique narrative in a unique context. This is the reason why service suppliers use theming to make their service stand out and attract customers – selling a product plain does not sell anymore unless this product is placed in a certain context, telling a story, that attracts certain kind of identities with certain kind of interests and lifestyles. The problem with theming for suppliers is that it requires a big capital since the process of theming includes other processes such as the training of the staff in a specific way to match the character of the theme and of course investment in embodying the theme in a way that involves all senses when it is experienced. Moreover, even if the capital is available it is questionable if the investment will be able to succeed as it can eventually be proved to be unappealing for consumers.The fact that consumers’ expectations are constantly changing and demands are increasing, the application of theming acts as an enabler to the capricious nature of the consumer. b. Sources of theming? i. Which source do you find to be the strongest? c. What is reflexive theming? There is a plethora of sources where organisations can extract their themes from; geography, history, and social organisation has provided “architects of theming” (Bryman, 2004,p. 18) with many options to choose from, even though it is common that one theme may contain other themes in it. Themes are generally extracted from external sources with only one exemption – the theming that is connected to a ‘company and its logo’. This kind of theming might be the strongest since the organisation doesn’t have to

depend wholly on external forces and sources but it rather secures its viability through the company’s recognition and strong branding by generating an internal theme. In this way the theming is ‘reflexive’ and the “themed setting refers reflexively to itself and to the population of clones which reflect it and are reflected by it” (Bryman, 2004,p.19). It is therefore self-referential and highly self-dependent. 6. Why is Disney unique in its theming? The process of theming in Disney theme parks is multi-level. 1) There is a consistent “narrative unity”. For people to go to Disney parks is some kind of travel to another country since in this magical place “can leave the harsh realities of the outside world behind them” (Bryman, 2004, p.19). 2) The fact that Disney theme parks are separated into lands and each land is a theme of themes. From the surroundings to the actors (employees), everything is set in a way that supports and represents the theme. Even the lands are shielded from each other to avoid distractions The main goal is for the guests to be immersed in the experience that the themed environment has to offer. Immersion is the ultimate goal and in some way the guests are protected in their constructed “environmental bubble” – hence “hyper-immersion” (Bryman, 2004, p. 20). 3) The third level that makes Disney’s theming unique is the fact that is reflexive since the theme is the company itself and its logo is globally known. The level of immersion that Disney can engage the guest into through its strong theming is one of Disney’s strongest points. Moreover, Walt created the parks having the traditional amusement parks as “anti-role models’ and something to avoid. From his own negative experience of those parks he aimed to create a world appealing to everyone, not just mere thrill rides but a meeting place of generations. Theming is central to Disney’s differentiation strategy. It is a place where children can be children and adults too remember their selves as children and they are for a while freed from the responsibilities of adulthood. “The more you like yourself the less you are like anyone else, which makes you unique” – Walt Disney Theming was used before theme parks were created by Walt even though Disney’s theming exceeds all its forerunners in originality. The idea of theming is in a way to travel without having to travel (Bryman, 2004, p.22). In the traditional amusement park the use of other cultures and indigenous population “encouraged the sense of realism and exoticism” on the areas of the parks (Bryman, 2004, p. 22). World fairs also incorporated theming though unlike Disney parks , they are temporary. The way that theming is applied emphasizes its importance and the structural and transferred nature of Disneyization. The spread of theming has been also obvious in amusement parks and restaurants. In the case of restaurants theming can come out of fashion which in the worst case means the ‘death’ of the restaurant. Unsuccessful theme restaurants may get away with it and survive by becoming ‘tourist traps’ in prime tourist location for tourists who look for them. The risk with theming is that it is not enough if it acts on the expense of the quality of other sides of the product especially in restaurants where the consumption is clear and limited to food. Theming should be applied as addition on a good quality food and not as way to “hide bad food’. 7. How can McDonalds be part of theming?

In several way Disneyization is parallel to McDonaldiazation. Just like Disney theme parks McDonalds fast food restaurants are reflexively themed since the theme is the brand itself. Moreover, the customers expect a certain kind of experience when visiting tits own self, McDonalds increasingly uses other sources of theming than its own brand in order to become even more reflexive and to ensure a memorable experience for the consumers whose demands are constantly changing. McDonalds also appeals to different kind of age groups by incorporating nostalgia as part of their theming attracts more and more adults (Bryman, 2004, p. 29). Huge part of the theming process is the attribute of nostalgia as an attempt to resurrect in a way a lost past and practices. In tourism, theming has a crucial and cetral role as it helps to create ‘ a sense of place’. One way to theme a place is by creating culture narratives by using cultural resources (e.g. products or events). Another way is by using the intrinsic quality of a place to give a “must see quality to it” – “Space is divided up in terms of signs that signify particular themes” (Bryman, 2004, p.45). By signifying a place through theming , one creates a brand for the place/region which is also used as a marketing strategy to convey information about the place and differentiate it from other places. Often though theming can be seen as problematic from the locals, as in some cases tourists seem to lack concepts of the intrinsic characteristics of the theme which results in lack of appreciation and respect for the place and the locals. Theming can also have a different meaning for the locals as the real elements used may have a history only known to the locals (Bryman, 2004, p. 46). Often the inherent qualities of the place are being commodified when thematised and supplemented by cultural narratives. Museums are a manifestation of nostalgia and its theming. “This process of immersing visitors in a life that represents a different time and place in effect generates and constitutes a theme in its own right” (Bryman, 2004, p. 50). For domestic tourists especially, museums serve as a form of travel without “leaving their own shores” (Bryman, 2004, p.50). Critics though argue that in the case of places theming often serves to hide the real face of nostalgia and past by Disneyifying the place. Others though also support that in several aspects of the modern society theming has been successful and has facilitated the differentiation of the place/product. 8. Discuss your own experiences of themed environments Restaurant in Stockholm 9. Hybrid Consumption a. Why hybrid consumption? b. Consequences of hybrid consumption? 10. Discuss the possibility to create a “destination” or a “resort” by hybrid consumption 11. How does hybrid consumption and theming interact? Hybrid consumption refers to the forms of consumption interlocked with each other and makes them hard to distinct. Forms of consumption such as eating, shopping, staying at a hotel are set under the same roof. The main principle of hybrid consumption is for people to stay longer. By doing that places become destinations. Theming and hybrid consumption together become a ‘mark’ pulling people to a place and encouraging them to stick around through the provision of plethora of activities. Often activities is the main motivation for an individual to visit a place. In tourism, a wide range of activities may encourage people to “stay longer and spend more time in their localities (IATA, 2017). Surveys done in regards to shopping in malls show that the longer someone stays a place

the more money he/she will spend. Less leisure time also means that people tend to choose places where they can do different things for an extended period of time at one place that includes many places. In a sense fun is centralised in big hub which itself is divided in other components. By offering many activities places kind of disguise their main and ultimate goal to make individuals consume in the process of immersing themselves in different experiences. Like Disney parks, places become “vehicles for selling goods and food” (Bryman, 2004, p.59) disguised as experiences. With the application of hybrid consumption places increase their revenue streams. To add accommodation by building a hotel within a park for example encourages people to stay longer, spend more money and therefore increase the profit for the company. (Liseberg example- expansion project). Often living in the centre of it also gives consumers the chance to be treated as VIPs and have perks that they would not have otherwise (like for example living in a Disney hotel) (Bryman, 2004, p. 60). Hybrid consumption turns places into resorts and therefore into destinations. They become like Chinese boxes or Russian Matryoshka dolls where modes of consumption are nested within each other. Hybrid consumption existed prior to the Disney theme parks with supermarkets and department stores being its early adaptation. Disney theme parks have been the most vivid and influential example. Owners of companies such as malls have been influenced by Disney theme parks on how to apply hybrid consumption in their own context. This emphasizes the structural and transferred properties of Disneyization. Places are set and organised in that way so one can not avoid ‘entering’ different forms of consumption, To exit somewhere often represents the entrance to somewhere else (Forum shops – casino example) (Bryman, 2004, p. 62). In the case of Disney theme parks Walt made the parks in that way so not only children but adults alike would be attracted to them. Other places do the same but instead try to make places ‘friendlier’ for children so that can attract more families – reverse method done for the same purpose- This may either encourage or discourage some people, like in the case of Las Vegas, some adults are put off by the idea that their adult playground has turned Disney-like. In order to maximize the visitor flows places include reflexively themed companies in their theming process. By maximising the visitor flows , sales opportunities increase. Places become destinations on their own right , for all tastes – one –size- fits all but in a fragmented differentiated way. (Bryman, 2004, p.64). Hybrid consumption is manifestation of a “symbolic relationship” (Bryman, 2004, p.67) between different forms of consumption. What is key here is the coordination process. Companies cross- promote each other through strong ‘tie-ins’ collaboration and creation of alliances (Bryman, 2004, p. 69). Parts of hybrid consumption are problematic since for example the tie-ins that McDonalds does with Disney films and the distribution of free toys trough Happy Meals, is in a way a form of manipulation and help to cultivate consumerism in children. There are several illustrations of hybrid consumption such as theme parks, zoos, malls, hotels, sport arenas, cruise ships, airports and so on. The airports differ a bit from the rest since the main principle for hybrid consumption here is not for people to stay longer but to offer entertainment and shopping opportunities while waiting for their next flight.

Hybrid consumption combined with theming aims to help to differentiate otherwise similar places. “The use of theming and unusual blends of consumption helps to create extra-ordinariness where otherwise ordinariness reigns” (Bryman, 2004, p. 76). “promoting an understanding of the process involved requires educating visitors” – zoo example p.71 12. Merchandising a. What is merchandising? 13. Discuss the links between merchandising, hybrid consumption and theming Merchandising refers to the promotional activities used to sell products bearing “ copyright images and logos” (Bryman, 2004, p. 79). Merchandising and hybrid consumption have strong connection since often the aim to sell products in a hybrid context. The key principle of merchandising is the expansion of a business through an image that has already attracted people. Just by adding an image/logo in a product it becomes able to be sold and lead to profit. Merchandising is part of the cross-promotion between companies, it is part of the alliance process and ‘synergy’ . Selling manufactured goods with a certain logo is often the main “facet of the shopping component” (Bryman, 2004, p. 79). Companies sell goods by adding their logo on these goods otherwise they wouldn’t sell. Theme parks in particular are designed in a way that gives the consumers reasons to consume by channelling them into consumption traps. Merchandising is crucial for the profitability of the company. 14. Performative labour a. What is performative labour? i. Emotional labour? ii. Aesthetic labour? 15. What are the implications for job satisfaction to work with “performative labour”? 16. How does performative labour connect to the other three dimensions of Disneyization? By labelling something as Disney-like automatically gives another character to the questioning object even if in reality is something else. The Disney theme parks label their activities and staff by using a distinct vocabulary that highlights the performative – theatre-like- nature of the park. (Bryman, 2004,p.10-11). 17. In what ways are control and surveillance important parts of Disneyization? a. How does Disney work control? b. How does McDonaldization and Disneyization interact Control and surveillance are central both in McDonaldization and Disneyization. Disneyization enables surveillance and control through its main dominant principles; theming, merchandising, hybrid consumption and performative labour. Control is a characteristic of McDonaldization. Control and surveillance are among other properties that society has adopted from McDonaldization and Disneyization. Surveillance can be a means of checking that control procedures are working as well as being “ a control device on its own right” (Bryman, 2004, p. 132). In regards to control in Disney theme parks Bryman and Wasko recognise initially six levels of control with an extra addition of a seventh level which is the control of visitor’s behaviour. From the moment visitors step

foot into the park they are being controlled, for ex...