Page 159 - The Disneyization of Society

THE DISNEYIZATION OF SOCIETY

A similar macropolitical example relates to McDonald’s which, insofar as it is a
Disneyized organization as I have tried to argue in the relevant sections in
150 Chapters 2 to 5, serves as a further example of resistance to Disneyization. This
example relates to the building in 1994 of a McDonald’s at what is known as
‘Golani Junction’ in Israel. Like the case of Disney’s America, the building was
close to hallowed ground, namely, the site of a ferocious battle in 1948 and which
also attracted around 60,000 visitors per year. Unlike the case of Disney’s America,
the McDonald’s was constructed and the controversy raged after it had been built
(whereas Disney’s America was not built), so that the representatives of the
bereaved were dealing with a fait accompli. 61 McDonald’s were persuaded to carry
out some changes, such as making the signs less obtrusive, installing filters to
reduce smells, closing the restaurant when memorial ceremonies were taking
place at the site, and planting trees so that visitors did not have direct eye contact
with the outlet. A further example of resistance to Disneyization at a macropoliti-
cal level can be seen in the case of the attempt to ‘Disneyfy’ Seattle’s civic centre,
which was referred to in Chapter 1. In this case, ‘Seattle residents in the end were
able to appropriate what they liked from the Disney city and discard what they
did not like through political channels.’ 62

Resistance at the Disney theme parks

Visitor resistance
Resistance is not easy for visitors at Disney theme parks. For one thing, outright
resistance will often result in censure, not just from security guards, but also from
fellow guests who have come to the happiest place on Earth to have a good time
à la Disney. Kuenz has written: ‘It’s easy to spot those who come to Disney World
just to make a point of their alienation from it. There aren’t many but they are
there.’ 63 The fact there ‘aren’t many’ suggests that Disney have successfully per-
suaded most of us that if you go to Disney theme parks you go there to have a
good time. Those who are truly alienated simply do not go or do not go again.
One way of expressing Disney disdain, according to Willis is to wear merchandise
associated with Disney villains, 64 although since it involves the purchase of pre-
cisely what is scorned, as a form of resistance it is more symbolic than practical.
Moreover, those visitors who resist Disney instructions, for example, when being
loaded onto rides risk getting their comeuppance through informal retribution
from ride operators, about which more will be said below. One form of resistance
to the barrage of ways of making the guest conform occurs in attractions in the-
atres, such as Honey, I Shrunk the Audience, a 3-D film with special effects. Visitors
are always being instructed to ‘move aaaaaaall the way down the row’. Of course,
some ignore the pleas and sit wherever they want. Even then there is a Disney
response to resistance – a Disney cast member will give permission for guests to