Disneyization versus McDonaldization

McDonaldization is rooted in the economic rationality, god, and scientific management, all consumers is the same face in the world of McDonaldization, there is no personality choice. However, the Disneyization is rooted in the diversity concepts of Fordism, consumer is the center in Disneyization World.

Disneyization is a process in which the principles of the Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world.

The definition of Disneyization offered is meant to be a slightly ironic but nevertheless serious adaptation of the definition of McDonaldization. Disneyization is meant to draw attention to the spread of principles exemplified by the Disney theme parks.

In essence, Disneyization is about consumption increasing the inclination to consume, is Disneyization’s driving force. In addition, Disneyization seeks to remove consumer’s need for the prosaic fulfilling of basic needs and to entice them into consumption beyond mere necessity

If there is a critical element in the concept of Disneyization when juxtaposed with McDonaldization, it is to suggest that McDonaldization does not fully capture some of the changes that are occurring in the service and consumption spheres in modern society——changes that are the subject of the preceding chapters, and that the concept of Disneyization does address these transformations.