Disneyization

Next, we shall talk more on the issue of disneyization happening in Spain.

The Disneyization of Society argues that the contemporary world is increasingly displaying characteristics of the Disney theme parks. This process of convergence comprises of four aspects - theming, hybrid consumption, merchandising and perfomative labour.

Theming

Theming is becoming more popular as the world globalize. This is due to everyone searching for a common identity among ourselves. As such, more themed environments will be created. Some common icons where it is recognizable everywhere is the Seattle-based coffee chain, Starbucks.

Switching our context to Spain, I have found a very interesting themed hotel located right in the centre of Madrid. The Hotel El Prado, a themed hotel based on the wine and Regional Vintages of Spain, a product that is inherently part of their Mediterannean culture. The Hotel has seven floors and in each floor, the most important wine making brands are represented, grouped together by region. Given the importance and recognition of the Rioja region, the reading room has been themed on the most international of the Spanish Regional Vintages. Each room is personalised and the decoration incorporates the information, characteristics and photographs of each of the wine making marks of origen that are represented.

Hybrid Consumption

Hybrid Consumption is a growing trend towards social environments that are driven by the combination of forms of consumption like shopping, eating out, gambling and more. With all of this interlocked to form a single body which provides everything, it is hard to distinguish between them, Instead, it is sold as a whole package so that consumers' needs will be well taken of.
Looking at Spain, I have identified theme parks to be using the hybrid consumption method of disneyization. The theme park that i have chosen is the Terra Mitica Park located in Benidorm, one of Spain's leading seaside resorts. They provide an all-in-one package. Food, Shopping, Entertainment, activities, you name it, they have it. What surprised me was the fact that they even categorize the food options into fast-food, restaurants and more.

Merchandising

This refers to the promotion and sale of goods in the form of bearing logos or copyright images. This means that the person who came up with that idea wants to own in wholly so that no one else is able to use this idea again. Also, this law protects the owner's interest well as anyone who is guilty of using his assets will be punished. In the future, the owner might consider selling this ownership to another person if he feels like doing so.

Using the same example of Terra Mitica Parks, visitors can purchase souvenirs of individual rides. In Terra Mitica, the rides are actually inspired by different countries. For example, they have an old building inspired by the Greek, where they sell little souvenirs related to Cretan and Micenic sea poems.

Performative Labour

Now, on the last point - performative labour. This phrase refers to the increased standards for frontline service work to be viewed as a performance. This means that that not only the product is graded, the service which is provided is even more valued. Looking at a case study in Spain, Hotel Villa Real.

Hotel Villa Real is a classic among Madrid's luxury hotels, thanks to its long tradition and the quality of its service.

The Villa Real is a five-star hotel in the centre of Madrid, located in the Plaza de las Cortes, right in front of the Spanish Congress of Deputies and just a few minutes on foot away from Puerta del Sol. It is a unique location for exploring the sites of 'Madrid de los Austrias' on foot and enjoying the museum triangle formed by the Museo del Prado, the Thyssen-Bornemisza Museum and the Queen Sofia Foundation.

It is a charming hotel in Madrid that, thanks to its exquisite treatment and service as well as its location and cosy guest rooms, truly stands out among the city's options. With an elegant and inviting style, Hotel Villa Real is a modern hotel featuring function rooms for weddings and gatherings and the exceptional cuisine at its restaurant, East 47.