The Happiest Place on Earth

Abstract

Drawing on insights from a social semiotic perspective as proposed by Halliday (1985), and its adaptation to the grammar of visual design (KRESS; VAN LEEUWEN, 2006), and spatial discourse analysis (RAVELLI, 2000, RAVELLI; HEBERLE, 2016), this article aims to analyze semiotic resources used in EPCOT’s World Showcase, Disney World, Florida, USA, specifically, the eleven thematic pavilions in the attraction. The analysis considered the three metafunctions, adapted from Halliday (1985) to investigate images (KRESS; VAN LEEUWEN, 2006) as well as physical spaces (RAVELLI, 2000). Results show that the representation relies mainly on the reproduction of semiotic resources that are popular in each country in the Showcase, such as monuments, architecture styles and symbols that enable the guests to immerse in the country's culture. The immersion also happens through the consumption in shops with local products and restaurants with local foods, as well as the interaction with local cast members. The composition analysis showed a common pattern regarding the placement of items that are more approachable and real in the lower part, while items that symbolize idealization and fantasy are usually placed in the upper part of the spaces. Overall, despite the concern to portray the countries with authenticity, it can be seen that they are represented in an idealistic and fanciful way which follows the ideology of Disney’s theme parks of providing an environment of perfection and fantasy to the guests.