Disneyization

Disneyization is defined by Alan Bryman in his article as “a process by which the principles of the Disney theme parks dominate more and more sectors of society. It is presented as comprising four aspects: theming, dedifferentiation of consumption, merchandising and emotional labour.” Dineyization of society also argues that there is an increase in display of Disney theme park’s characteristics in the contemporary world.

As mention the four aspects are:

Theming

Theming is where by a place has a particular theme attached to it. This is one of the major aspects in Disneyland. Not only can theming be applied to theme parks, it can also be applied to restaurants, hotels, resorts and any attractions. Theming has recently become very well-received and populate in the society. Many businesses have started to venture into this field of thought.

Dedifferentiation of Consumption

This simply means that now different institutional spheres become interlocked and increasingly difficult to distinguish. In the past retail shops and theme parks are two different business and shops. However, Walt Disney saw the potential in having retail shops, f&B stalls and other shops in his theme park. From there many shops and restaurants are built into the theme park. However, due to that many writers are arguing that the main purpose of the theme park is increasingly moving toward the selling of various goods and foods.

Merchandising

Merchandising simply means promoting the goods on the form of bearing copyright images and logos. With the copyrights license no one else are legal to use or manufacture the same product as you. And hence allow you to have a better bargaining power.  

Emotional Labour

Emotional labour means that there is growing tendency for the frontline service work to be viewed as a performance. This also means that the mood is seen as part of the labour involved in service work.  

The “Disney” in Egypt

There are a few amusement parks in Egypt now. And this particular one shown signs of disneyization, this park is called the Dream Park. I will use the four aspects of disneyization to explain it.

Theming

Dream Park has three distinct zones and each zone has their own themes. They are namely the “Movie Adventure Land”, “Techno Zone” and the “Ancient Area”. The Movie Adventure Land has decorations that theme and makes the place look like the movies and the rides are enough to make you feel the experience of an action movie. In addition, there is a 3D stimulator that simulates “Dino Island”. In Techno Zone everything is focus on speed. And lastly the Ancient Area, the area for children and is theme according to Egypt’s legend, myth and fairytales.

Dedifferentiation of Consumption

 In Dream Park there are a wide range of fast food and cafes, restaurants that exceeds 15 outlets; they also have more than 5 souvenir shops. In addition, the park also has two theatres to showcase local and international shows. There will also be a Dream Mall soon to be built, in this mall there will be a hyper store, as well as a vast array of stores.

Merchandising

Dream Park has successfully registered for copyright. Therefore the Dream Park logo is now also copyright and all promotions done by Dream Park will have their logo as their trademark.

Emotional Labour  

As Dream Park is a place for joy and fun, the frontline staffs are obliged to keep on a smiling face and joyful attitude at all times. However, this is rather hard as the mood of someone is a variable and uncontrollable factor.

With all four aspects of Disneyization in Dream Park I can say with confidence that it is consider as a sign of disneyization in Egypt. And I believe in the near future Egypt will experience more and more of these disneyfied business coming up.