Spot disney?

Themed environment in action

Have you seen this somewhere?

The disneyization of modern Brazil can be easily spotted. The growing trend towards social environment that are driven by a combination of consumption can be found in the society of Brazil. A large part of Brazil belong to football, which naturally also means that majority of the population watch sports - first form of consumption. Brazilians are also hardcore party-goers which leads to the opening of many clubs and bars - second form of consumption.


There is also an increased in themed environments in settings like hotels. The Rio Carnival which includes Carnival balls, certain balls in the hotel requires guests to dress up in costumes, which is a sign of themed environment. Many other festivals are also held in Brazil that has a themed environment to the whole event. Football may be used as a theme in any type of settings that is available, as football is famous in Brazil, it will attract many.


Merchandising in Brazil as a form of disneyization is straight forward. Selling football jerseys, footballing equipment under the Brazilan National Team's logo is disneyization at its best. Many other merchandise are also promoted and sold in this manner. Fans of footballing greats will flock to stores to purchase the items, a very good example of disneyization.


I will once again, use football as an example for performative labour. Footballers are paid huge some of money every year to train and play for their respective clubs as well as the national team. In this case, the employees are the footballers whereas the employers would be the football club. Everytime a goal is scored for the team, the player celebrates grandly - displaying a certain mood.


http://www.youtube.com/watch?v=QYyDgAWm_fE 

In the video, there is a clear theatrical feel to the whole celebration.