Ian Bogost’s essay at Medium analyzes the unabashed tracking of customers at Disney World, where “Dataland suggests that once data surveillance becomes transactional, it rapidly becomes exhibitionist.” He and his family have just arrived in the Magic Kingdom and been issued with their MagicBand bracelets:
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…Later, after deploying my MagicBand to allow entry into our hotel room, I read the My Disney Experience FAQ, which explains the operation of the MagicBand. It’s an uncharacteristic offering for a company so devoted to “magic” as a black-boxed secret sauce. I learn that in addition to the expected RFID allowing short-range communication at touch-points—room entry, park admission, and points of purchase—the MagicBand also includes a long-range radio transceiver, which communicates with receivers located throughout the Disney properties. The FAQ clarifies, in the vaguest possible way, that these long-range readers are used “to deliver personalized experiences…as well as provide information that helps us improve the overall experience in our parks.”
Disney assures guests that the MagicBands do not store any personal information, just a code used to reference your account in Disney databases.