Theming
The Rio Carnaval used to be a festival where people dress up in costumes and perform along the streets of Rio. Accompanied by the sounds of their local instruments, Brazilians would just party the day and night away.
However, today, due to the influence of Disneyization, the event has earned itself a theme. Using their popular local music Samba, Rio Carnaval has now primarily focused itself around the Samba theme. The street parade in the past was for all sorts of music and dance but now the main highlight of it is known as the Samba Parade.
Disney theme parks are famous for their various themes. Brazil, by using their rich history and symbolism, which in this case is their Samba culture, has successfully infused the theme into their world famous festival. With this tactic, I am sure that the Rio Carnaval will be successful for the many decades to come.
Hybrid Consumption
Hybrid consumption refers to the blending of services and products to become increasingly difficult to distinguish. For example, visiting Disney theme parks will no longer be just about enjoying their rides, but also the food, environment and merchandises for example.
In the case of Rio Carnaval, Disneyization has transformed the festival greatly. Street food and local food are part of the festival as the locals and tourists are able to enjoy a great feast. Music and dance aside, people who attends the event are also able to mingle with one another. Tourists and locals can have a greater interaction. With Brazil now focusing on tourism, Disneyization has helped them tremendously.
Merchandising
Merchandising involves the promotion and sale of goods in the form of copyright images and logos.
Having such an amazing history behind this festival, the Brazilians are the best at partying and they know that. Over the years, the Carnaval has improved after each annual edition to meet the needs of the country. From pure entertainment purposes, it has now transformed into a world famous attraction to improve their tourism receipts and economy.
The promotion of the event through travel agencies and websites allows the entire globe to know that the Rio Carnaval is a hallmark event in Rio de Janeiro and not any nation can emulate it.
Performative Labour
This refers to the frontline service work to be viewed as a performance. With service now regarded as one of the most important aspects in any forms of business, this is highly important. As tourism is now one of the priorities of Brazil, they know that it is important to ensure that they are safe and comfortable.
Disneyization has influenced the event in this aspect, with security measures being implemented and controls stricter. It is now considered to be the safest place in South America.
Reference(s):
http://disneyology.blogspot.com/2010/03/disneyfication-and-disneyization.html
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