Dreamscapes: The Dream-Worlds of Shopping Malls, McDonald’s, and Disneyland

  • Marlon Xavier


This chapter explores the dreamscapes (the scenarios of the night dreams interpreted in this research: McDonald’s, Disneyland, shopping malls) as dream-worlds of consumption, discussing how they symbolize particular aspects of the ImCon and its typical forms of colonization of culture and subjectivity, in a dialog with the sociological theories of McDonaldization (Bryman, Encyclopedia of social theory. Sage, London, 2004; Ritzer, 2000) and Disneyization (Bryman, American Behavioral Scientist, 47(2), 154–167, 2003).


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© The Author(s) 2018

Authors and Affiliations

  • Marlon Xavier
    • 1
  1. 1.University of Caxias do SulCaxias do SulBrazil

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