This is slightly off-topic but I spent the break in Disney World and I couldn't help but notice that coercion and general manipulation was more widespread than almost any other place I'd ever seen. Just a few linguistic gems.
1) Everyone who works at Disney is referred to as "Cast Members", no matter their individual position. Even the maid's closet is labeled with a "Cast member's Only" sign. I found this amazing though slightly ridiculous. Are we supposed to forget that out waiter is in fact only a waiter? Is referring to him as a "cast member" supposed to make us believe that he is not a waiter but merely plays one? When does each scene end? I was simply befuddled at the term and wondered if anyone had a better explination.
2) There are buses to and from each park to the individual Disney hotels. Upon reaching each hotel the bus driver plays a recorded message that in addition to wishing everyone a magical day, says "welcome home." Again, do the guests staying in these hotels honestly feel that they are going home, rather than a hotel room? They repeat this idea of the hotel room as your home throughout Disney. In the park there are signs biding you to check out the Disney channel when you get back home, as well as a banner above check in that says welcome home. I guess I'm just wondering if an environment can be made intoxicating enough that people will believe ridiculous propoganda when it's thrown at them. Admittedly, there is certainly a charm about Disney, but does this, combined with the constant overstimulization make you more willing to accept their messages?
3) This was a small thing that began to irk me as time went on. Every "cast member" in Disney would wish you a "Disney day" upon you're departure. What does that mean?! A day where you spend $6 on a bottle of water because of price fixing? A day where you stand in lines for extended periods for a 3o second ride?
I realize I'm begining to sound like I hate Disney World, which is not true. I'm just in awe of their language usage. It seems to me that they can get away with saying whatever they want because of their reputation. Thoughts?
(Molly Dunbar)
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6 comments:
I think a big reason for the language used at Disney is because they are trying to target kids. Calling the waiter a cast member is interesting to a kid because it has a sort of fantasy about it. It sounds like Disney is just trying to get children interested in Disney so that they come back or at least buy Disney toys. They say have a happy Disney Day probably because it has a nice alliteration which amuses and catches the attention of children. Aren't they just trying to sell a way of life like we saw in "Merchants of Cool"?
Thoughts?
(Arvind Kalidindi)
The use of the term "cast member" is really odd, in my opinion. However, I think it's meant to contribute to the "magic" of Disney. The message is: everyone here is playing a role, solely for your enjoyment. Yet, at the same time, they refer to Disney hotels has "home", which is a very real, concrete place.
So, basically, I think Disney is just trying to project the message that it is the only place where one can experience "Disney magic" all day long and then go back "home" at night.
And yes, I think Disney believes it can say whatever it wants, because the company knows that most people will swallow whatever it says.
-Paige Walker-
The whole thing with the 'home' messages seems just like another propaganda technique. It's appealing to a sense of security with a bit of card stacking. The hotel is your 'home,' but they don't tell you that it's only temporary. Also, I think the constant repetition of the messages and the huge signs are meant to try to drill they're message into your head: this is the only place you can experience this kind of thing, and it's magical because of that.
However, it's not like that message is completely false. People dream of going to Disney World for a reason. There really isn't any experience like it. So I agree that the use of language has to do with Disney's reputation. I think that it doesn't have to do with the reputation that Disney has gained, but rather the reputation that Disney has to uphold. It has to make everything seem special to everyone that visits.
This was actually an example raised by the Heath brothers in my semantics book, "Made to Stick" which focuses on how to make ideas last and communicate them effectively. The use of the metaphor that likens Disney employees to cast members is simple but also communicates what is expected of every employee at Disney. When they apply for a job, they are auditioning and when they are walking around the theme park, they are onstage.
The theatrical metaphors are useful because they actually communicate corporate expectations and give employees an idea of how to react to different situation based their knowledge of actual actors (to whom they are likened). This generative metaphor is simply a guideline, just as the metaphor of customers as guests. You are expected to feel pampered and fulfilled, not like you're participating in an exchange of monetary resources for some sort of good or service.
The power of these guidelines comes from their substitution of a simple concept in the place of a more difficult one. The idea of "cast members" at Disney not only standardizes processes, but also makes it easier for employees to find solutions to problems. They don't need to see things from their own individual perspectives - all they have to do is look at an unknown situation through the perspective of an actor. This takes stress off of their thought processes because they already have established images of an actor to work with where they might not know their own perspective as well.
All of Disney World is one huge show. They are constantly trying to uphold the magic. Did you know that there is only one Mickey Mouse costume so that if two kids get together after a day at seperate parks they can't say they saw Mickey at the same time in different places? There is also a whole underground system so that the cowboys can go directly to Frontierland without walking through Tomorrowland. Walt Disney's main goal was to create a wonderland where children could be whatever they want to be and even as a sixteen year old that doesn't sound too bad.
I recognize the serious flaws, such as the prices, waiting lines, and propaganda, but seriously how many of you dislike it? I save up money so I have plenty to spend, play weird games with my brother while waiting in the lines and enjoy the thought that all of Disney World is like my home.
Maybe you all think that I am the exact type of sucker that Disney is targeting but I don't think its true if I acknowledge their tactics and I decide to embrace them and enjoy Disney anyway?
So sucker or intelligent person who just enjoys Disney World? (I promise I won't be offended)
(Kelley Volosin)
Just in response to what Paige said:
Home doesn't have to be concrete. Home can instill a figurative feeling within you. You could go to your friend's house, but still feel that you are "at home". What defines home? Believe it or not, I think this almost ties into our discussion of, "What is an American?"
The whole image of "home" appeals to the "Happy Family" propaganda technique.
Disney World's goal is to make you feel connected with your surrounding environment. We're supposed to enter and never leave! Let's face it, if your stay is made enjoyable and comfortable (rather than just any old vacation), families are going to have the desire to return time and time again.
Vacations are great. But still -- they're only vacations. Some yearn for great fun while still at home. In this way, Disney is hitting two birds with one stone. You get two places in one? Sounds like a good deal to me.
"Have a Disney day." We have watched the movies. Some of us have probably even bought the sing-along versions! The glittering spells and magical characters have whetted our imaginations since we were tiny creatures. Let's not deny that we want to be a part of it. By offering you an image of home, Disney World allows us to be ourselves, yet so much more at the same time. I'd personally love to have a "Disney day". I can't say I know exactly what it is, because the definition is up for discussion, but it sounds pretty intriguing.
"Cast members" have different mentalities than regular employees. Cast members are theatrical; they are capable of anything. Don't forget the stage-related illusion that was referenced to in "Six Characters in Search of an Author".
(Sam Maliha)
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