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.

中文翻译：

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技术是你内心的愿望：迪士尼如何利用实用的魔法话语使 MyMagic+ 合法化

本文探讨迪士尼如何利用魔法话语使其 MyMagic+ 系统合法化。通过对迪士尼乐园博客的分析，我们引入了实用魔法话语的概念，它引诱用户沉迷于超越现实约束的幻想，同时掩盖了系统开发和维护所涉及的劳动。实用魔法话语不同于现有的魔法话语概念化，强调技术的体验方面而不是能力；它是平凡的，而不是宏伟的美学；和个人水平，而不是社会影响。与现有的概念化一样，它在愿意与技术建立特定类型的关系方面具有表演性。因此，它有可能增强数据密集型系统的吸引力，同时转移人们对负面后果的注意力。我们讨论了实用魔法话语的含义，并强调需要对围绕大科技领域之外的技术进步的迷人叙述进行批判性审查。