Disney’s Magic Band

The MagicBand is the little bracelet that guests will wear around their wrists that will track their behavior in the park. It will function as a park ticket, FASTPASS repository, PhotoPass, room charge card, and room key. It will also contain a code that identifies the guest’s profile in Disney’s system, which the guest (at their election) can complete with a variety of personal information to make elements of their visit more interactive (for example, characters might say, “happy birthday” to a guest on his or her birthday). (Disney’s MyMagic FAQ)

My Disney Experience, a new app, compliments this band.

The New York Times reports on it here: At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales), January 7, 2013.

This is the Fallujah model of advanced electronic identification systems come home to the United States. We said it would and now it has. There was a murmur of concern, but Disney has a lot of clout and presumably visitors (‘guests’) to its theme parks aren’t the kind of people to worry about where this is leading. It’s too late anyway.

The larger issue remains this observation of Baudrillard:

Disneyland exists in order to hide that it is the ‘real’ country, all of ‘real’ America that is Disneyland…. Disneyland is presented as imaginary in order to make us believe that the rest is real, when all of Los Angeles and the America that surrounds it are no longer real, but belong to the hyperreal order and to the order of simulation.

This world wants to be childish in order to make us believe that the adults are elsewhere, in the ‘real’ world, and to conceal the fact that true childishness is everywhere—that it is that of the adults themselves who come here to act the child in order to foster illusions as to their real childishness. (Baudrillard, Simulacra and Simulation, 1994, p. 12-13. My emphasis)

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s