Spotting "Disney"

Disneyization has four different dimensions – theming, hybrid consumption, merchandising and performing labour. This can be seen in New Zealand’s large shopping mall that includes the Westfield Riccarton, Sylvia Park Mall and The Palms. In these shopping malls, there are many aspects that represent Disney theme park. The shopping malls’ interior and exterior design is parallel to the environment of a theme park, where its ultimate purpose is to act as visible lures, to attract people into the mall. There is also absence of clock in the shopping malls to create an illusion of timelessness experience for shoppers, which falls under the category of theming.

Shopping malls in New Zealand, in particular, the Sylvia Park Mall, have theme music in different areas. This music is in place so as to provide ambience and enhance the overall shopping experience. Therefore, it in-lines with the view of using music within shopping mall being a type of audio merchandising, intended to make buyers feel better (Farrell, 2003, p.67). Sylvia Park Mall has provided the feeling where people will feel the “real world” is out of bounds to them as it is a different world when they are in the mall. Also, there is a Health and Home section in the mall, where climbing rock wall and abseiling activities can be found. These leisure facilities that complements with the section that sells outdoor merchandise. All these are part of associative theming, which is one of the dimensions in disneyization.

Another shopping mall is Westfield Albany Mall. This mall boasts about its Disney-like main street as their main feature. According to Westfield Development Executive Jo Duthie, “We’ve got High Street. . . we’ve got a nice big glazed, kind of open atrium looking area that is like an internal street – in a sense that it’s glazed and it’s in a controlled environment, but for all intents and purposes looks like you’re outside. We’ve then got a market place running through it as well.” As we can see in this mall, the theming concept has actually carried to shopping malls where buyers sometimes lose the mentality that they are in a manufactured simulation of a shopping district.

Northlands Shopping Centre has also underwent disneyization. The dimension that can be seen is the hybrid consumption. Under this dimension, forms of consumption associated with different institutional spheres become interlocked with each other and increasingly difficult to distinguish. In this shopping centre, there is a large mixture of “institutional spheres”, where it consists of cinema, arcades, retail stores, restaurants, supermarkets, salons and banks. This has created “all-in-one” experience for the shoppers. For example, a shopper who may have finished her grocery may make a trip to cinema to catch a movie or to the restaurant for dinner. This is similar to Disney, who have utilise this dimension by providing accommodations, food and beverages and rides.

Another dimension that can be spotted is the theming in Northlands Shopping Centre too. In this shopping centre, nature theme is implemented. The replicas of the natural environment that associate with the Canterbury Plains can be seen at the main entrance of the shopping centre. Within the shopping centre, there are also areas themed with natural stone and tussock grass elements. As we can see in this shopping centre, the Canterbury Plains theme is actually integrated into the shopping mall. There are also coins operated children rides available with different themes. It can come in form of miniature amusement type of ride or even push cart where shoppers can push their children around. These are effects of disneyization where shoppers identify the shopping centres according to different theme.

Another dimension, performative labour can be seen in Northlands Shopping Centre too. As to welcome Christmas, seasonal theming can be found within the mall, and there would be Santa Claus entertaining the shoppers. The Santa Claus will provide different entertainment such as balloon crafting and photo taking session with the shoppers. This year, the shopping centre will be including animated elves that move during the season. This shows that the frontline service work in Northlands Shopping centre is viewed as a performance, especially one in which the deliberate display of a certain mood is seen as part of the labour involved in service work. These are fake spontaneity where orchestrated emotions can be seen.

Theme parks in New Zealand have inevitably undergone disneyization too. One example is Rainbows End’s Theme Park. This theme park has acquired land that is familiar to Disneyland’s layout, where it has created an environment that actually shuts the “real world” from this park. Inside this theme park, there is minimal disruption from the outside world so as to allow maximum enjoyment of the visitors. Different rides and roller coaster are in place which has created a coherent picture with the theme and environment. Also, these rides’ designs are based primarily on the theme, rather than the thrill. It can be seen in two of the rides, Enchanted Forest Log Flume and the Castle Land(right), where its landscape, atmosphere and architecture of these attractions are designed to suit the theme. To add on, clothing objects are also seen in this theme park so as to complement with the theme.

The theme park characters include Rai and Bow(right), Rainbow Bird, Kitty Kool, Priscilla Fitzgerald Puss and Power Pup. This leads to another dimension of disneyization – Performative labour.These characters emit a high level of staged cheerfulness and friendliness to the visitors as part of the service encounter. Such characters have been viewed as a performance by others, for example, Kitty Kool and Priscilla Fitzgerald Puss, who will interact with the visitors by telling jokes or giving hugs. Rai and Bow are positioned as the mascots of the theme park where visitors can take photo with them. It is apparent that the theme park is “imitating” Disneyland where they have mascot such as Mickey. Perhaps another dimension, hybrid consumption can be seen in this theme park too. There are cafes and eateries that can be found in this theme park.

As seen from the map, it is almost impossible to get to Castle Land without walking pass Ice Cream Cafe, which may mean that the management is encouraging visitors to dine in the cafes. Even though hotels cannot be found in this theme park, there are chalets available for booking within this park. The Chalet Village, coupled with the different facilities such as El Dorabo and the conference room has formed a complete picture. Visitors can stay in the chalet, dine in the cafes and also visit the theme park, all carried out in the same environment. These are evidence of hybrid consumption found in Rainbow End’s Theme Park.

International Antarctic Centre Promo Video

Source:http://www.youtube.com/watch?v=GNhx0K6PVaA

Another disneyfied place is the International Antarctic Centre. Being “Antarctic” themed, there is faint dimension of performative labour too. Attractions in this centre are designed and set up in regards to Antarctic environment. One example is the Snow and Ice Experience. In this attraction, ice cave and ice slope can be found, identical to Antarctica. Another attraction, the Antarctic Storm captivates visitors’ heart by providing an unforgettable experience of Antarctic storm stimulated by machinery. There will also be authentic Antarctic blizzard audio played at the same time. These attractions are designed and formulated to complement with the theme the centre is trying to create. Performative labour can be identified as there are different characters in this centre - Ice Queen and Ice King. They are viewed as a performance by visitors. Always having a friendly smile that seems to be “implanted” on their faces; it has perhaps, displayed elements of staged friendliness. They would interact with visitors and have photo taking session with them. Another dimension, hybrid consumption is identified in this attraction too. Cafes, bars, shops and different rides all can be found within this centre.

There are also functions room which can be differently themed such as husky greeting the guest. It is apparent that these different institutional spheres becoming interlocked where it is hard to differentiate them. Moreover, there are merchandising in this centre. Retail shops are selling souvenirs that are exclusive in the Antarctic Centre, and that these souvenirs bear the logo of this centre. For example, the school set of stationary have stickers that carry the Antarctic Centre logo, and different DVDs/ books can also be found with the logo on it. These products are made under license where visitors buy the product; they are seen by others that they have actually visited the centre.

Disneyization is also evident in the Puzzling World, found in Stuart Landsborough. Themed as modern style of puzzle, the various architecture of the attractions harmonize together with it. The obvious attraction is the Tumbling Tower, where the prominent Leaning Tower of Wanaka can be found. The Great Maze is the world’s first modern style maze that goes hand in hand with the theme, coupled with the Ames Room and Titled House, these attractions are designated to create an environment and theme that is unique. The merchandising is perhaps another dimension that can be found here. There are shops selling exclusive apparels and merchandise that can only be found in the Puzzling World. Examples are the stamp crew t-shirt that carries the logo of the place, iron-on badge and backward clock that bears the copyright logo as well.

Another disneynified attraction that can be found in New Zealand is Spookers Haunted Attraction Scream Park. This park is spooky themed, where the attractions and rides are structured to meet the theme. As mentioned before, the various rides that can be found in this park actually focus more on the theming over the thrill factor. The surrounding of this park is decorated to give the spooky feel too. Even the restaurant and pub located in the park complements with the theme(right), where food such as Beast Burger and Serpent Filets are served in order to provide a complete spooky environment. A few examples of the rides include the Haunted House, Freaky Forest and Disturbia. Various clothing objects can be found in this attraction, where at the same time perfomative labour dimension can be seen too. Actors will be dressed in “ghostly” like, where they will be scaring the visitors. In this case, their service of “scaring” is viewed as a performance, something out of the box as compared to other theme parks. Merchandise can also be seen in this park. Shirts with the Spookers logo are merchandised and promoted. These exclusive shirts are on sale where it is only manufactured under their license. When people are seen in these shirt, they will be recognised as “dare devil” who had visited the Spooky Scream Park.

The world renowned All Blacks rugby team from New Zealand has undergone disneyization as well, showing in the merchandizing dimension. As can be seen from their website, they are producing souvenirs that are manufactured originally from New Zealand. Such products are manufactured under licence. Just to name a few of the merchandise, jackets, jersey, caps, beanies and t-shirt. All of which these merchandise bears the copyright image and logo of All Blacks. Another observation of the country is the emergence of Hard Rock Cafe Restaurant, which is a themed restaurant. One of which is located in Beach Street, Queenstown. In this restaurant, diners will be immersing in audio and visual elements that harness together with the theme; the primary reason why the restaurant is famous and highly sought. In addition, themed pubs can also be seen in New Zealand. The Good Luck Bar, with an Orient themed, have different furniture and decorations to complement it. Lanterns, old wooden furniture and wine bottles that originate from the East can be seen as part of decorations. This theme is part of disneyization where it has created a faint feeling of “Shanghai” feeling.

Reference: Images from Google Image