Disneyification in New Zealand

7.1 Principles of Disneyification

Since the beginning of Disney theme parks, their principles exhibited have been imitated by so many countries and businesses and can be seen in today’s modern society wherever we go. Countries like Dubai has captured the essence of the Disney principles and applied it to their land which could very well be the reason the country is known to be the playground for the rich. Theming is a Disney principle and is often used in many countries. For example, Dubai has used theming to catergorise each section of their land giving tourists the option to choose which one to go to, very much like the different lands that Disney theme parks have. Other principles such as hybrid consumption, merchandising and performative labour are also well emulated in other countries.

7.2 Disneyification in New Zealand

According to a research paper (R.J. Batty, Lincoln Unversity, 2008), shopping centres in New Zealand are very similar to the Disney theme parks because they are enclosed fanatasy lands. They entice people to enter their premises and keep them there for as long as they can with use of another Disney principle, hybrid consumption. Since everything can be found in the shopping center, all the needs of he visitors will be met and they would want to extend their stay in the premise for as long as possible. Like the theme parks, there is not only entertainment provided to visitors, there are restaurants and food stalls to satiate their hunger and there are also shops for them to buy the things that they want. 

Looking at New Zealand as a whole, the country has exemplified the principle of theming because different cities have their own ‘theme’. For example, Queenstown has the ‘theme’ of being an all natural city, taking advantage of their natural and picturesque landscapes to attract tourists. Therefore, it resulted in the city developing around their ‘theme’ that offers tourists a wide range of activities that has to do with nature. Every city differs in what they specialise in, Wellington is the political city of New Zealand, Dunedin’s scottish heritage, Otago as the wildlife capital of New Zealand just to name a few. 

Merchandising is also common in New Zealand and is most obviously seen in the merchandising of the rugby team, All Blacks. The famous rugby team plays really well in the field and has won most of their matches therefore it has made them an icon of New Zealand. Because of this, commodified goods and images of this icon has been generated. Now many people have the chance to possess an item that relates to the All Blacks, in the form of a jersey, phone accessories, watches and even souvenirs and accessories. 

When guests enter the grounds of a Disney theme park, they are greeted with smile of friendly people, all of which are part of their role as an ‘actor’ on stage. The staff takes on performative labour and their role is somewhat like an actor on stage, always having to put on a front and smile even though they may be having a bad day. This is also evident in the Tamaki Maori Village. Here, guests are greeted with a performance of the Powhiri which is a formal welcome ceremony. Visitors to a Maori village all look forward to seeing a haka dance performed live for them. However, when this happens, performative labour takes over and the performers lose the essence of the dance which is a war cry. Unlike when it is appropriately used, for example by the All Blacks before a match, it exudes a totally different feel from when it is performed for guests.