Page 117 - The Disneyization of Society

THE DISNEYIZATION OF SOCIETY

answers to common questions, and, when possible, guiding guests to their
destinations’. 19 Performance tips are taught, which include exploring ‘the effects
108 of posture, gestures, and facial expressions on the guest experience’. 20 In an
implicit recognition of the distinction between deep and surface acting, it is noted
that: ‘Practices such as smiling, greeting, and thanking guests are all well and good,
but if these actions are restricted to rote, mechanistic behaviors, their effectiveness
21
is severely limited’. Unsurprisingly, the first guideline for guest service is:
Make Eye Contact and Smile!

Start and end every Guest contact and communication with direct eye contact
and a sincere smile. 22

Box 5.1 Introducing Disney theme park cast members
to the Disney corporate culture

Central to the training of new cast members is the introduction to Disney traditions.
This includes providing an induction into the company’s history, its underlying
philosophy (especially that of the theme parks), its quality standards, and its
achievements. The training materials include motivational videos that include Walt
himself. Trainees are instructed in the importance of creating a sense of happiness
for guests and in the distinctive Disney language and the rationale for it. They are
told about their roles in the ‘show’. Cast members are then introduced to Disney
policies and procedures, such as the regulations concerning appearance and dress,
and to some of the benefits available to them. The overall goal is to secure cast
members’ commitment to the distinctive Disney culture.

Sources: Blocklyn (1988); Taylor and Wheatley-Lovoy (1998); Van Maanen (1991).

Little would seem to have changed from the late 1960s when John Van Maanen,
a sociologist who worked briefly as a Disneyland ride operator, observed that the
demeanour of cast members was governed by three rules that were implanted
during training:
First, we practice the friendly smile.

Second, we use only friendly and courteous phrases.
Third, we are not stuffy – the only Misters in Disneyland are Mr. Toad and Mr. Smee. 23

Similarly, Raz quotes from a Disneyland training manual:

At Disneyland we get tired, but never bored, and even if it’s a rough day, we appear happy. You’ve
got to have an honest smile. It’s got to come from within. And to accomplish this you’ve got to