Glocalization Analysis
- Complete analysis should be at least 900 words, altogether (not including Works Cited), submitted as a PDF. (Include word count at end of document.)
- Proper grammar and use of citations is required.
- Tone should be formal.
- Please follow the five-step format below and label each step with the appropriate subtitle.
- Embed your images in the document with appropriate labeling.
- Write in narrative form: not question/answer or bullet points. (Please see “)
Assignment: The website for one of the East Asian Disney theme parks & resorts (Hong Kong, Tokyo, or Shanghai) will be the subject of your analysis. You will identify, describe, and analyze how Disney through the website practices the 1. four principles of Disneyization and 2. adapts the process to its local audience (glocalization), e.g., how the Tokyo Disney Resort website has been adapted to suit a non-American and predominantly Japanese audience.
Here are some links to the websites in English. (Please feel free to examine the website in the language of your choice.)
Shanghai:
Tokyo: (Tokyo Disneyland & Tokyo DisneySea)
Hong Kong:
Five-Step Format
Write in narrative form: not question/answer or bullet points.
Step 1. (10 points) Introduction/Research. Visit one of the East Asian Disney theme parks & resorts’ websites (Hong Kong, Tokyo, or Shanghai) below and study the various pages. Research (Wikipedia, Google search, park website, etc.) how the park came about and what year it opened. Include other vital statistics about the park you think are relevant to your analysis, e.g. size, popularity, yearly revenue, etc.
Here are some links to the websites in English.
Shanghai:
Tokyo: (Tokyo Disneyland & Tokyo DisneySea)
Hong Kong:
Step 2. (68 points) Analysis: Identify, describe and analyze how the website illustrates the four principles of Disneyization adapted to suit the local audience (glocalization).
First, identify and then describe specific examples from the website that illustrate each of the four principles of Disneyization that have been glocalized. Describe these examples in detail and tell me where they are located on the website. Provide at least two (2) explicit examples for each, include at least one (1) screenshot from the website to illustrate one of your examples for each principle that has been glocalized. For other examples you might quote directly from the ad copy.
Then, analyze how each principle: theming, hybrid consumption, merchandizing, performative labor contributes to the process of glocalization, i.e. how each principle is adapted to suit the local (target) audience, e.g., Performative Labor: Japanese actor playing Cinderella speaking in Japanese, but singing in English.
Be sure to cite at least two (2) specific examples (one should be a screenshot) that you see and/or hear on the website for each principle in your analysis and explain how that example relates to that principle and the glocalization process.
- Theming (include 2 explicit examples from the website of glocalization, with 1 screenshot illustrating 1 of the examples)
- Hybrid Consumption (include 2 explicit examples from the website of glocalization, with 1 screenshot illustrating 1 of the examples)
- Merchandizing (include 2 explicit examples from the website of glocalization, with 1 screenshot illustrating 1 of the examples)
- Performative Labor (include 2 explicit examples from the website of glocalization, with 1 screenshot illustrating 1 of the examples)
Embed your images in the document with appropriate labeling.
Use at least three (3) direct quotes from the course readings within your analysis:
- Sage, 2004, pp. 8-20.
- Journal of Consumer Culture, vol. 5, 2005, pp. 266-269.
You can review my notes on Disneyization
Step 3. (20 points) Globalization. If you recall at the beginning of this course, we had read sections of Lane Crothers Globalization and American Popular Culture in which he explained that Hybridization does not always lead to equal cultural exchange…. Roland Robertson has coined the term glocalization to describe the ways globalization can change cultures in favor of the needs, interests, and values of the dominant trading partners. Paying particular attention to questions of identityhow individuals and groups define their values, ideals, and communitiesRobertson sees glocalization as a massive, twofold process involving the interpenetration of the universalization of particularism and the particularization of universalism. Products found in local communities can be packaged and adapted for international markets, or globally popular products can be adapted to local conditions Robertson thus argues, The contemporary capitalist creation of consumers frequently involves the tailoring of products to increasingly specialized regional, societal, ethnic, class, and gender marketsso-called micro-marketing. In turn, while the broader global community experiences new products and ideas, the local community is integrated into the global economy as another group of consumers (Crothers 30-31).
With the above quote in mind, do you think the Disneyization you analyzed for this assignment is more in alignment with Roland Robertson idea of glocalization above, in that the process is unequal favoring the needs, interests, and values of the dominant trading partners, i.e., Disney (31). Why or why not?
Does the development of the Disney theme parks in East Asia (as indicated on their websites) only reproduce American culture () rather than create an equitable /glocalization? Or do you think your analysis reveals or ? Explain.
Whatever you decide, explicitly defend your position with examples from the website, and at least one (1) direct quote from the Crothers reading:
- Globalization and American Popular Culture. Fourth Edition, Rowan & Littlefield, 2018, pp. 1-12, 18-36.
Step 4. Screenshots. Be sure to include at least one (1) screenshot from the website for each principle that demonstrates the glocalization process.
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