Cultural Homogenization

The idea of American products is being introduced to the American society is

claiming that McDonalds is taking over the world. It picks up the idea of the American dream as an autonomy as preservation of identity. Represents the idea of the American dream and it controls and changes the society in a very negative way. Coca cola is famous for having the system for making their way there, you can find it anywhere in the world.

What we eat is unhealthy, and thus it causes a very high production of trash that comes along with it. McDonaldization can be viewed as leading inefficiency: Workers are judged by how fast they are instead of the content of the work, which can completely degrade the level of quality.

The main aspects that shapes McDonaldization are:

  • Efficiency
  • Predictability
  • Calculability: Quantity equals quality
  • Control over customers and employer’s uniforms replacement of human by non-human technology

Companies have also began finding methods of increasing the number of customers while also decreasing the number of customers staying in place for a long period. Some examples of this are some places designed in a way where you leave straight away (domino’s pizza), and McDonald’s interior design colors makes you feel uncomfortable. you wouldn’t want to stay more than an hour; the seats are backless

Famous for the employees judged by the customers. amount of food, emphasize the uniform is an aspect of the McDonaldization, serving as to control the staff. It doesn’t matter if the chicken gets sick, because famer don’t want to talk to the company in fear of being hurt.

Ritzer, George. The Mcdonaldization of Society. Thousand Oaks, CA: Pine Forge, 2000. Print.

 Darell, R. (2010) McCreepy Ronald McDonald pictures – I’m not lovin it. Available at: (Accessed: 5 December 2016).
















“The Forgotten Space”



Nowadays, it is impossible for the world to be thought as isolated. “In place of an imagination of a world of bounded places we are now presented with a world of flows. Instead of isolated identities, an understanding of the spatial as relational through connections. The very word ‘globalization’ implies a recognition of spatiality’ (Massey, 2005: 81).

The world has a flow of people, which leads to the flow of money. This is known as Global Exchange.

The movie, Forgotten Space, depicts the exchanging of foods from different countries with the use of containers to make the work less labor intensive.

The film discusses many topics. The sea is the most forgotten space, even though it is one of the most used methods of transportation. This the aftermath of what we call “globalization.” Globalization is the process of operating internationally. Containerization, a trending form of trade via the sea using containers to transport items, goods, and food, was put into place by globalization and backfired drastically. However, due to left over oil in the sea which is partially recovered and then burned, the sea has been forgotten once again by its dear love Boat.
In conclusion, the combined effects of both globalization and containerization resulted in a seed planted by those who willingly turned a blind eye and resulted in a travesty worth noting in a movie called “The Forgotten Space.”  However, we are glad such themes were present and spoken about in this movie that can be seen by others.


SEKULA, A., BURCH, N., REEMST, F. V., VERHEIJ, J., LUCASSEN, V., SINZINGER, E., BOEREMA, M., & SEKULA, A. (2010). The forgotten space.

Sekula, A. (no date) The Forgotten Space. Available at: (Accessed: 5 December 2016).














Simulation and the branded city

Jean Baurdilard


A French philosopher wrote about public spaces investigating reality and imagination. In this famous writing, he argues that we live in the age of simulation, he describes Disneyland as a static image, or simulacra.What is a Simulacra? Recreation or imitation of a real-life experience investigate in shopping malls.


  • LOLS to recreate a specific moment and test things out; recreating the surface of the moon to practice the landing.
  • Nasa simulates astronaut’s training and the feeling of loading. It simulates, but it still allows you to feel.
  • Flight simulator that is used for pilot’s training for possible obstacles, gloves: It’s a starting point to train the astronauts and pilots. It was developed into video games, into the idea of creating the experience of serving a different reality to escape.
  •  The Eden Project; Imitates tropical or Mediterranean environments such as, rain forests, amazons, and some parts of Australia. They are combining different forests, blurring the idea of reality. Children would like to visit and experience this idea.
  • Safari parks, simulations of nature, the real is no longer interesting –Baudrillard. “In place of an imagination of a world of bounded places we are now presented with a world of flows. Instead of isolated identities, an understanding of the spatial as relational through connections. The very word ‘globalisation’ implies a recognition of spatiality” (Massey, 2005: 81).[1]
  • Death Valley, simulating the idea of zoos, the menu and merchandizing products that guides you through a different world.Essentially, you won’t know what reality is anymore, Ritzer argues that these simulations could be even more spectacular
    Examples, which compare to the idea of “Disneylization”  The real and the unreal have become blurred nowadays;
    we have no idea anymore of any reality. We have a fake Eiffel Tower in Las Vegas, which gives us the same experience as the real one in Paris, with this process, we lose the idea of a reality.

Baudrillad says that Disney land is presented as imaginary. Essentially, he is saying that what makes Disney Land, Los Angeles, interesting is that it is real. Simulacra is fake, pretending to be something else. The Los Angeles that surrounds Disney Land is fake; people are driving to see this “fake” park.

Putting computers that store memories in humans is an example of Simulacra. Symmetrical to a person or object, understand the fake Hollywood environment, where Botox is becoming the trend. People are trying to be something they are not and lost the idea of reality. Simulations are even present on social media, even Facebook, a friendly social media platform, contained aggressive content this year.

Baudrillard, Jean. Simulations. New York City, NY, U.S.A.: Semiotext(e), 1983. Print.
Kimberly (2011) Slide Share. Available at: (Accessed: 5 December 2016).




Disneylization is the process which creates a world that offers us so many different possibilities, adventures, and countries in a small environment that we no longer must visit the real worlds anymore. We are introduced to a fake world, guided and deceived to love the different environment we are introduced to.

This all rolls around the idea of Disney land, a city created by Walt Disney, and entertaining the masses of people who visit them. However, it’s the extremely insidious. Disney land is controlled; and its main goal is to make you stay longer. “Disneylization-the use of entertainment as ideology-is the future of the American physical and psychological landscape” (Jeff Ferrell, Tearing Down the Streets: Adventures in Urban Anarchy (New York: Palgrave/St. Martin’s Press, 2001).

The concept behind its introduced design is crafted in a way to distract us from the world we live in, and instead puts us in a world where we want to stay for as long possible. This, in a way, is Disneylization.

This is especially true for children; facades have been created as representation of toy houses, rides and games have been made addictive especially for kids, and once we think it’s all over, there are shop/restaurants which merchandize products to steal our money.
As of recent, employees have been made to go through a certain triaging for their behaviors and has resulted in a complete dehumanizing and shamelessness. These fake characters are made to control your emotions and to make you seem happy.



Koolhaas, Rem. Generic City. Sassenheim: Sikkens Foundation, 1995. Print.
Wortham, A. (2015) The Wonderless World of Dismaland. Available at: (Accessed: 5 December 2016).




A Cathedral of Consumption: Harvey Nichols

This blog-post is a visual analysis of Harvey Nichols a luxury British fashion-based department store. Following visual observations of the space an interview with an assistant manager at the contemporary fashion department floor , we were able to analyse spatial strategies that are used to keep customers within the centre.
Harvey Nichols uses a combination of permanent and temporary features within its different floors. Temporary ones include window displays that are updated once every week in accordance to seasonal changes and latest trends.  This promotes a ‘stop-effect’, where  high-demanded items close to the entrance and in visible areas in order to overcome buying inertia. For example, in February limited edition and exclusive pieces are displayed for the Chinese New Year. It also affects the color scheme used; red symbolizes good fortune and joy for Chinese customers.  In winter seasons, mannequins are dressed in heavy coats and fur parkas. While in summer, they tend to go towards fresh color palettes and light fabrics.

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Theming of the department store is achieved also through tangible elements like the dress code of employees;  which is smart-casual to convey image of luxury and professionalism.

Aniseh Chawkat and Aseel Bookai