More Disney than Disney World: Semiotics as Theoretical Make-believe

brush-fire Bakker clearing the dead wood….

Three Pound Brain

Southwest Orange-20150415-00408

I: SORCERERS OF THE MAGIC KINGDOM (a.k.a. THE SEMIOTICIAN)

Ask a humanities scholar their opinion of Disney and they will almost certainly give you some version of Louis Marin’s famous “degenerate utopia.”

And perhaps they should. Far from a harmless amusement park, Disney World is a vast commercial enterprise, one possessing, as all corporations must, a predatory market agenda. Disney also happens to be in the meaning business, selling numerous forms of access to their propriety content, to their worlds. Disney (much like myself) is in the alternate reality game. Given their commercial imperatives, their alternate realities primarily appeal to children, who, branded at so young an age, continue to fetishize their products well into adulthood. This generational turnover, combined with the acquisition of more and more properties, assures Disney’s growing cultural dominance. And their messaging is obviously, even painfully, ideological, both escapist and socially conservative, designed to…

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