Disneyization is the process by which the principles of the Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world.
Hybrid Consumption Makati
With hybrid consumption, the general principle is getting people to stay longer. Essentially, the more consumption items that are fused, the longer people will stay in the venue to which they have been attracted in the first place. In the extreme, the aim is to create a destination, somewhere that people will go to as a significant venue that will keep them there for some time.
Hybrid consumption is present in Makati. Many consumption items such as modern shopping centres, first class restaurants and international hotels are fused together so as to attract more tourists and extending their length of stay in the place. The state- of-the-art shopping complexes are Ayala Centre’s Glorietta and Greenbelt shopping malls. Shopping centres are themed in a way to attract different group of people as well. For Glorietta Shopping centre, it is being surrounded by 5-star hotels which give you an idea of its clientele and prices. However, for Greenbelt shopping centre, it caters to a different group of customer who focuses on lifestyle.
Rows of glittering boutiques have sprung up in the area in recent years, tempting the shoppers with fashion’s best-known names. Restaurants began to infiltrate residential areas to make Makati into a more walking-friendly neighbourhood. Fort Bonifacio Entertainment Center, nicknamed ‘The Fort’ is a food and nightlife complex designed to attract human traffic to the developing area.
Theming in Makati
Theming consists of the application of a narrative to institutions or locations. Typically, the source of the theme is external to the institution or object to which it is applied. Theming provides a veneer of meaning and symbolism to the objects to which it is applied. It is meant to give them a meaning that transcends or at the very least is in addition to what they actually are. In infusing objects with meaning through theming, they are deemed to be more attractive and interesting than they would otherwise be.
Theming can be seen at Makati. For example, the Hard Rock cafe located there. Hard Rock Cafe is one cafe which is themed ‘rock and roll’ and the theme is actually reflected with memorabilia covering its wall. By infusing the roll and rock theme, the cafe is trying to make it more attractive and interesting. However, ‘rock and roll’ is more of the American culture which is where Hard Rock Cafe originated from.
More information on Hard Rock Cafe, Manila can be found here.
Another evidence of theming is evident in the Manila Ocean Park. It is the very first marine-themed park in Philippines, Manila. It is very much themed with other countries influence rather than Manila’s itself. Evident at Hotel H2O is Manila’s Ocean Park where guest can indulge in the hotel's elegantly designed rooms and aquarium-themed suites to enjoy a “fabulous, fluid, and forward-looking” hotel experience.
They can also enjoy the best of Asia's flavours and Singapore's hawker style dining at Makan Makan Food Village.It is portraying the fusion of overseas culture instead of Manila’s own culture.
Merchandising is the promotion and sale of goods in the form of or bearing copyright images and logos, including such products under license.
In Makati, the principle of Merchandising can be related back to Hard Rock Café. It is not just a café. With ‘Hard Rock’ as the branding name, there is now Hard Rock Hotel and Hard Rock Theme Park all over the world. Hard Rock Café even has a ‘Rock Store’ where merchandises imprinted with the brand logo are being sold.
Tee shirtsand collectiblepinsare hot commodities at the Rock Shop. One of a kindRock Tee Shirtsdesigned by artists like Bon Jovi, Green Day and Shakira make Hard Rock tee shirts top shelf items. The Rock Shop offers fine quality tee shirts in hot styles designed by cool artists.
Truly dedicated Hard Rock fans can also collect pins that display their rock personalities. From the Spinning Bike and Rock House Series to the Roller Boogie collection, Hard Rock pins are a one-of-a-kind item.
Performative Labour is the growing tendency for frontline service work to be viewed as a performance, especially one in which the deliberate display of a certain mood is seen as part of the labour involved in a service week.
The main element of a sense of performance is emotional labour. Emotional labour is the employment situations in which workers, as part of their work roles, need to convey positive emotions and preferably to appear as though these emotions are deeply held.
Take the staffs in Hard Rock Café, Makati for an example. The staffs are required to have a certain dress code for work. Also, as part of the fulfilment of their job, staffs are required to perform nightly. An example of the performance is a staff performance on Michael Jackson’s song, ‘Thriller’. Staff performances like this helps to enhance the ‘Rock and roll’ theme of hard rock café.
The display of the four dimensions of Disneyization in Makati, clearly show that Makati is the disneyfied area in Manila.
Thursday, December 9, 2010, 10:20 PM
