This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Bryman, A. Search for Related Content Social Bookmarking                   What's this?

McDonald's as a Disneyized Institution

Global Implications

Loughborough University, England

This article addresses the process of Disneyization as a parallel process to that of McDonaldization and raises the question of whether McDonald's restaurants can themselves be regarded as Disneyized as well as McDonaldized. It is suggested that McDonald's restaurants fit the notion of Disneyization well in that there is growing use of theming in outlets, the company offers a wide range of merchandising opportunities, McDonald's involves itself with other spheres of consumption so that there is dedifferentiation of consumption, and its staff are supposed to exhibit emotional labor. Some of the implications of the discussion for issues to do with globalization are discussed.

Key Words: Disneyization • McDonaldization • globalization • McDonald's • theming

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				P. Hancock Uncovering the Semiotic in Organizational Aesthetics Organization, January 1, 2005; 12(1): 29 - 50. [Abstract] [PDF]

				G. Ritzer Islands of the Living Dead: The Social Geography of McDonaldization American Behavioral Scientist, October 1, 2003; 47(2): 119 - 136. [Abstract] [PDF]