Technology is a wish your heart makes
How Disney harnesses practical magic discourse to legitimize MyMagic
Bibliographic Data
| ID | 6443354 |
|---|---|
| Authors | Kelley Cotter (0000-0003-1243-0131, The Pennsylvania State University, USA, corresponding author), Priya Kumar (0000-0001-6732-7145), Priya C Kumar (0000-0001-9244-7915, The Pennsylvania State University, USA), Ankolika De (0009-0000-5279-1420, The Pennsylvania State University, USA), Ryan Tans (0000-0001-7949-5103), Ryan Tan (0000-0003-2407-0647, University of Nebraska–Lincoln) |
| Year | 2024 |
| Volume | 27 |
| Issue | 7 |
| Pages | 3829-3847 |
| Publication date | 2024-02-23 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | New Media & Society (JOURNAL) |
| Journal identifiers | ISSN: 1461-4448 • E-ISSN: 1461-7315 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/14614448241230923 |
| OpenAlex | W4392103391 |
| Language | EN |
| Citations received | 1 |
| References cited | 27 |
This article explores how Disney employs magical discourse to legitimize its MyMagic+ system. Through an analysis of the Disney Parks blog, we introduce the concept practical magic discourse , which entices users to indulge in the fantasy of transcending the constraints of reality, while obscuring the labor involved in the system’s development and maintenance. Practical magic discourse differs from existing conceptualizations of magical discourse, emphasizing experiential aspects of technology rather than capabilities; its mundane, rather than grandiose aesthetic; and individual level, rather than societal effects. Like existing conceptualizations, it is performative in willing a particular kind of relationship with a technology. Consequently, it holds the potential to enhance the allure of data-intensive systems, while diverting attention away from negative consequences. We discuss implications of practical magic discourse and underscore the need for critical examination of the enchanting narratives surrounding technological advancements beyond the realm of Big Tech
Epistemology · Internet privacy · MAGIC (telescope · Media studies · Sociology · Wish · Asian Culture and Media Studies · Computer Science · Digital Games and Media · Media, Gender, and Advertising · Philosophy
Shaping technology/building society
The Coding Manual for Qualitative Researchers
Doing Discourse Analysis
Science as a Vocation
Understanding Customer Experience Throughout the Customer Journey
When Atoms Meet Bits
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
Discourse and social change
The Social construction of technological systems
Industry Unbound
Dreamscapes of Modernity
Enchanted Determinism
Understanding Disney
Imagining 5G
Disneyland and Disney World
The pedigree of pixie dust
Reducing the contingency of the world
Situating methods in the magic of Big Data and AI
Technological Dramas
Venerating the Black Box
Technology and Magic
The Platformization of the Web
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |