Disneyization

Disneyization is a term coined by Alan Bryman (1999), who had been influenced by the concept of McDonaldization introduced by George Ritzer (1993). This concept tries to explain how the values governing the actions of the two multinationals are able to establish models and processes, “systemscapes” (Bryman, 2004), which eventually influence a wide range of companies and organizations around the world. Both have triggered revolutionary changes in consumer environment, which have brought further important consequences to both consumer behavior and social life