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The Disneyfication of the World: A Grobalisation Perspective

2014; Maney Publishing; Volume: 11; Issue: 2 Linguagem: Inglês

10.1179/1477963313z.00000000014

2040-056X

Jonathan Matusitz, Lauren Palermo,

Globalization and Cultural Identity

This article analyses the Disneyfication of the world based on the grobalisation model. As a radical form of globalisation, grobalisation refers to the imperialistic goals, desires, and needs of multinational corporations (MNCs) or even entire nations to enter diverse markets worldwide so that their supremacy, impact, and profits can grow. Regarding grobalisation and the Walt Disney Company, Disneyfication implies the internationalisation of the entertainment values of US mass culture. It is the idea of bigger, faster, and better entertainment with an overarching sense of uniformity worldwide. In this article, Disneyfication is regarded as spectacle, theming, hybrid consumption, and emotional labour. By the same token, the authors compare Disneyfication with three other types of grobalisation: McDonaldisation, Wal-Martisation, and Disneyisation.