Title

The Disneyfication Of The World: A Grobalisation Perspective

Keywords

Consumption; Culture; Disney; Disneyfication; Globalisation; Grobalisation

Abstract

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. © W. S. Maney & Son Ltd 2014.

Publication Date

1-1-2014

Publication Title

Journal of Organisational Transformation and Social Change

Volume

11

Issue

2

Number of Pages

91-107

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1179/1477963313Z.00000000014

Socpus ID

84904420861 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84904420861

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