The American sociologist George Ritzer spent his career studying consumption and globalization. He was particularly interested in understanding how consumers explain their preferences for cheap, low quality products over more traditional, and more valuable, options.
Perhaps Ritzer is most famous for coining the term McDonaldization to describe how society rationalizes the fast food experience as being “good”. Why? Because it’s viewed as an inexpensive, reliable, and safe way of getting a meal despite also removing the individuality--in essence, the humanity--of dining. In other words, consumers have largely replaced their desire for a unique, high quality dinner prepared specially by individuals with a cheap combo meal made by an assembly line that is bought at a drive through window. How else can one explain the rapid growth of fast food eateries that are now ubiquitous across the globe?
That’s not to say McDonalds is to blame for this societal change, or that this change is even bad. No, McDonald’s simply represents an easily demonstrable example for Ritzer to use to explain his theory. And change, well, it’s a thing that’s going to happen.
So what is the driving force behind this cultural shift?
Many sociologists argue globalization and technological advances are factors that businesses simply can't resist taking advantage of to earn a profit. Selling a more standardized, mass produced item to a larger and larger consumer base makes more money. This mechanism also makes otherwise unattainable products attainable to the average person. Think of how Ford’s Model T assembly lines made cars more affordable, or how TVs, computers, and cell phones came to be household staples. Who doesn’t like cheap things, right? Ritzer might say that expression is just a rationalization of our buying preferences.
What does all of this have to do with theme parks?
Modern sociologists and economists are coming to understand how theme parks are, more and more, approaching their trade with a McDonaldization attitude. Sticking with the food example, some parks now host franchises like Starbucks and Joffrey’s (at one point they even hosted McDonalds). But a better example would be something like screen rides. The experience of floating over handcrafted miniatures and animatronics, as with Peter Pan’s Flight or Pirates of the Carribean, have been supplanted by virtual theaters with all the action happening on a screen. They’re basically the same ride over and over again, just with different theming. Theme parks have employed the assembly line approach to ride construction to provide visitors with a reliable and safe experience that also turns a profit.
It’s unclear why park goers put up with this trend. Initially, the technology was fresh and exciting. Now, many consumers sigh when hearing a new ride is “just another screen-based ride”. Aficionados of park news sites know there are countless articles on the topic. One reviewer on TripAdvisor summed it up nicely when commenting that you could just watch the rides on YouTube and basically get the experience.
Another example of McDonaldization emerging in the parks is projection mapping, which projects light onto objects rather than just screens. With patents flying and the technology being used in such pedestrian things as the Epcot Experience, projection mapping is taking a bigger and bigger role in both rides and shows. It’s already the go-to nighttime show technology, being the main focus of Happily Ever After at Cinderella’s Castle in Magic Kingdom, Sunset Seasons Greetings at Tower of Terror in Hollywood Studios, and Dark Arts at Hogwarts Castle at Hogsmeade in Universal’s Islands of Adventure. The Frozen Ever After ride at Epcot uses a mix of animatronics and projection mapping, and the upcoming Mickey and Minnie's Runaway Railway at Disney’s Hollywood Studios is set to prominently feature the technology. Live actors and authentic theatrics have been superseded almost entirely by lights.
Ritzer would wonder if park goers will start to rationalize these types of experiences (if they haven’t already) as the types of things they really came to Orlando to pay for. Will the reliability that comes with standardizing theme park attractions comfort Orlando tourists, or will consumers desire something more traditional and human? Will guests want computers and lights to entertain them, or will they demand live action entertainment imbued with handmade artisanship? Only time will tell.
The biggest component of McDonaldization that doesn’t quite fit into the Orlando theme parks’ model is the expense. A key part of the McDonaldization process is that standardization makes the experience cheaper for consumers. It’s easier to rationalize your choices when you’re saving a buck at the same time. Nowadays, theme park tickets are anything but cheap. Both Disney and Universal have increased ticket prices, as well as the prices of food, beverages, and merchandise. The regularity and bravado with which the price increases come suggests a confidence that their business model is working, and will continue working.
On the other hand, maybe word has gotten out to park executives that the system is broken. Disney seems to be realizing screen rides are not exactly what fans desire, as their newest ride attests. While the Rise of the Resistance incorporates some screens, it took the realism aspect to the nth degree. Its schtick is lifesize Star Wars props and cast members wrangling ride goers in character as soldiers of the evil empire. Many of the major rides that are set to launch in 2020 and beyond, like Guardians of the Galaxy Cosmic Rewind at Epcot and the new Jurassic coaster at Universals’ Islands of Adventure, are not screen rides.
But, alas, while screen rides might be in their sunset, projection mapping rides are just beginning to see daylight. Rides currently under construction are using the technology in abundance. Not only the Mickey and Minnie ride, but also Remy’s Ratatouille Adventure and the Spaceship: Earth overhaul at Epcot are rumored to rely extensively on projection mapping. It looks like theme park fans will be facing a never ending series of attempts at McDonaldization of the industry. So sit back, relax, and enjoy your cookie cutter experience that is safe, reliable, and inexpensive.