Disneyization of Society

Disneyization is the process by which Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world. (Bryman, 2004) Disneyization comprises of 4 dimensions. Looking at Thailand, we see a rise in the number of themed environments and settings, hence, clearly illustrating the influences Disneyization have on the society as a whole. I have identified them as Chinatown, Phuket Fantasea Cultural Village, Dream World and Bangkok Planetarium. However, I will only be discussing about the first three places.

Firstly, let’s take a look at the Chinatown situated in Bangkok which is popular tourist destination. The dominating Chinese culture had resulted in most countries having a special corner dedicated to the Chineses. It was originally started off by the Chinese immigrants. Like Disneyland, it is a growing trend to have Chinatowns in a country, as shown by Bangkok, The United States and Japan though they are fairly a distance away from China where majority of the Chineses is found.

• Theming

Chinatown in Bangkok is themed by clothing it with architectures, market stalls and buildings that clearly depicts the history and heritage of the Chinese’s culture. It is seen by Chinese medical stores, temples and stores that sell Chinese food. When one arrives at Chinatown, it will feel as though one had entered a different country even though they are still on the Thailand’s territory.

• Hybrid Consumption

It is getting difficult for people to differentiate the forms of consumption associated with different institutional spheres as they become interlocked with each other. For example, one who book a room in the Chinatown hotels might also at the same time shop at the streets of Chinatown, visit the Chinese temples and even buy Chinese food at the stores there. Since stores, temples and markets are situated just right beside the Chinatown hotels, it is of no reason for the hotels’ residents to not visit these places. The same theory is applicable for visitors whose main purpose is to visit the Chinese temples situated in Chinatown but at the same time, end up patronizing the food stalls, shops and markets.

• Merchandizing

You can find anything ranging from household goods to traditional crafts to antiques with an even cheaper price than in other areas of Bangkok. Therefore, Chinatown in Bangkok is famously known for cheap products. T-shirts that writes “Chinatown, Bangkok” are available for sale and consumers will buy it because they want other people to know where they had travelled to in the holidays once they wear it out onto the streets. It literally acts as a walking advertisement for Chinatown in Bangkok as well. In addition, people who want to taste authentic Chinese cuisine while travelling in Thailand would definitely head down to Chinatown.

•  Performative Labour

Since Chinatown is the home of the majority Chinese community in Bangkok, there will be some Chinese living in that area as well. Most of the employees hired in the shops and hotels will also be of Chinese ethnicity. Thus, it is common if you hear the employees there communicating in Chinese, or even showcasing the Chinese cultures through street performances during the Chinese New Year period. The way the employees do their job is a form of performance to the visitors because it demonstrates the Chinese culture, which is the motivation that has resulted in them visiting Chinatown.

Secondly, Dream World located in Bangkok is an amusement park. It has another term called The Land of Happiness. Amusements Park are frequently seen in countries as form of family entertainment, with the successful Disneyland as the first living model of such. The park has been divided into several zones with specific group of rides, namely the Dream World Plaza, Dream Gardens, Fantasy Land, and Adventure Land.

• Theming

Dream World of Thailand is themed by clothing a sense of fantasy and through the usage of cartoon characters found everywhere, such as the characters from Disneyland and The Universal Studios. Therefore, rides are normally the ones that would come to one’s mind at the mention of Dream World in Thailand rather than the cartoon characters.

• Hybrid Consumption

Indeed, just like any amusements parks, especially Disneyland, the parade of cartoon characters are now increasingly consumed together with the thrill of riding rides. In short, they are confused with the consumption of a theme park and experience and the experience of watching performances there. Dream World Plaza’s entrance is a copy of Disneyland’s Main Street USA where it is filled with fantasy-themed shops and buildings. People need not travel around the world to view the Seven Wonders of the World as replicas are available there. In addition, a Hollywood Action Show that performs how S.W.A.T fights with special effects is added as an item. In the Dream World Amusement Park, you will get to see a hanging shark photo spot (The Universal Studios), a parade with a dragon and Peter Pan’s ship (Disney). People who visit this theme park can also buy finger food to consume while enjoying some of the shows and performances, leading to hybrid consumption. All these also clearly illustrate how Disney had influenced the activities, rides and set-up of this amusement park.

• Merchandizing

There is a souvenir shop located in Dream World, selling a range of souvenirs from key chains to cups to clothes. Dream World does not have copyrighted cartoon characters but its label is strictly copyrighted to them.

• Performative Labour

With people dressing up in cartoon characters’ costumes, thus they are required to act and perform like the characters they are depicting. For instance, people dressed in dancing dolls have to dance and even if any tourists do something that offend them, they still have to continue to pretend as if they are really just dolls and not get upset. Such dimension will actually lead to visitors sinking deeper into the fantasy world since they view their service work as pure performance.

Lastly, let’s take a look at Phuket Fantasea Cultural Village. It is a 140 acre theme park, covering a multitude of activities and is one of the ultimate night time entertainments in Phuket. It was awarded the best attraction Thailand Tourism Award in 2000

•  Theming

Phuket Fantasea is successfully themed by Safari World Public Company Limited by clothing it through the showcasing of architectures, statutes, cuisines and performances that reflects the Thai cultures. It was inspired by the Thai exotic heritage.

• Hybrid Consumption

In Phuket Fantasea, people are generally attracted to visit particularly for the architecture and statues that reflects the Thai culture. Since they are already there, it would definitely be natural for them to watch the available shows and have a meal at the Gloden Kinnaree Buffet Restaurant. Shows are shown in the Las-Vegas style theatrical productions that incorporate Thai culture, magical illusions, 4D effects and elephant circus, so as to mention some. People who attend shows here will be consuming the rich exotic Thai culture through the Thai dances and performances in a Las-Vegas style theatre, making it difficult to differentiate the forms of experiences they consumed. Also, hybrid consumption is seen when one dines at the restaurant and immerse in the themed Thai palace setting all at the same time.

• Merchandizing

There is a cultural village Shopping Street inside Phuket Fantasea. You can buy a whole range of handmade souvenir products such as glass sculptures and paintings. In addition, there is also where you can enjoy all night celebrations, elephant rides and tribal craft demonstrations. Therefore, there is no copyrighted character or label exclusively registered by Phuket Fantasea. Nevertheless, those performances and experiences will be exclusively found in Phuket Fantasea only.

• Performative Labour

Just like any ordinary amusement park, performers are also required to act exactly as the role they are assigned to be. This is done so that frontline service work is viewed as performances to others as this is one of the famous mindset people have of Disney.