This article proposes the idea of Disneyization as a complementary notion to McDonaldization. Disneyization is depicted as a process by which the principles of the Disney theme parks dominate more and more sectors of society. It is presented as comprising four aspects: theming, dedifferentiation of consumption, merchandising, and emotional labour. The empirical manifestations of these attributes are outlined. The roots of Disneyization in theories of consumerism and consumer culture are examined and are contrasted with the grounding of McDonaldization in the idea of rationalization. Some of the theoretical implications of the contrasts between Disneyization and McDonaldization are presented.
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