2014/07/16 by Jonathan Matusitz, Lauren Palermo · 1 citation
Social Sciences · #Gender, Feminism, and Media #Globalization and Cultural Identity #Media, Gender, and Advertising
paper · doi:10.1179/1477963313z.00000000014
openalex publication_date 2014/07/16 · openalex created_date 2025/10/10 · openalex updated_date 2026/06/26
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.