Disneyization
of Saudi Arabia’s society
The
Disneyization of Saudi Arabia’s society is growing although at a slower rate,
and of a smaller extent compared to countries like Japan. I have identified
several signs of Disneyization which is more evident in Saudi Arabia’s society
like the growing influence of themed environments in settings such as
restaurants, shops, hotels, etc, and performative labour among the indigenous
people of this Arabian country.
Starbucks in Riyadh, Saudi Arabia.
Saudi Commission for Tourism & Antiquities (SCTA), the state-run
organisation responsible for tourism development in Saudi Arabia, has drawn up
plans to develop tourism facilities in several parts of Saudi Arabia. It
includes many tourism activities such as tourism transport, theme parks, diving
activities, entertainment shows and desert sports. Aspects such as theme parks
are a definite Disneyization characteristic. In fact, there are already theme
parks in commercialised cities of Saudi Arabia like the Al
Shallal Theme Park in Jeddah and the Kid's
Castle in Al Kohbar an entertainment park for children to experience the “world
of fairies, kings and queens”. Such attractions are like mass-mediated cultural
products found in many parts of the world, resulting in the process of form and
homogeneity of content. However, the influences are not so strong in Saudi
Arabia compared to countries like Japan.
A growing
trend of the “all-inclusive” concept which is driven by combinations of
different forms of consumption is also increasing in this Arabic kingdom. Tourist
areas in both commercialised and rural towns (upcoming developments) and
provinces have displayed this Disneyization feature of “all-inclusive” concept
such as shopping, eating, hotel accommodation and recreational activities and
facilities all available in one place.
For
instance, the development plan of Al-Jarah Park in the Asir province includes a
visitors’ centre displaying environmental and archaeological components of the
site, mountainous hotel, private archaeological style accommodation units,
handicrafts market, camping sites, recreational centre, sports centre and
courts, other essential infrastructure services and facilities such as
restaurants and others. In a way, they are trying to optimize the mix of
“exotic hand-made merchandise” with other types of products and services within
its all-inclusive resort parks which has facilities and activities relating to
Arabian heritage, adventure & recreation. Offering an “all-inclusive”
tourism product such as this caters to a variety of needs of the tourists,
which may lead to tourists staying longer.
The many hotels in Saudi Arabia like Marriott Riyadh, InterContinental Dar Al Tawhid, Hilton Makkah and Sheraton Dammam Hotel and
Towers are also
evidence of Disneyization. These hotels with well-known brands worldwide are in
a way licensed image of the product (hotels), with the promotion and sales of
accommodation and complementary services in the form of bearing copyright
logos/brands like Marriott.
A Saudi Artisan (wood carver) at work at the Janadriyah Festival.
Saudi arts & crafts for sale at the Festival. Cultural exchange between locals and tourists.
Saudi
Arabia is well-known for its Al Janadriyah Heritage and Cultural Festival held
in Riyadh. It has become the major tourist magnet in the region, highlighting
some of the most exquisite samples of arts and crafts of Saudi Arabia. The
festival, in its 25th edition this year (2010) kicks starts with a camel race,
followed by the performances of the folklore troupes, and recitations by famous
literary figures. However, the traditional performances show signs of
Disneyization and the performers as performative labour.
Ardha, used to be a dance before battle.
One
of its key performances is the Ardha used to be performed by warriors before battle.
Though the tradition is associated with war, it is now performed for
entertainment purposes, at celebrations and festivals. This has showed the
evolution of Ardha from a traditional dance to a contemporary dance with a
different purpose. The dance which is suppose to demonstrate the fearlessness
of the warriors before battle is no longer the same when performed at the
festival, especially due to tourism. Tourists from all over the world come to
attend this festival and this key “traditional” dance is “acted out” for the
sake of showcasing their culture to the tourist, for the sake of tourism
(provision of services). The performers of the dance will not have the same
enthusiasm amongst the soldiers and leaders who fought battles in the olden days;
it will just be a deliberate display of “fearlessness” in a warrior-like way,
as if they genuinely experience it.
