McDonald's Spreading McNastiness

Paper Summary:

This paper takes a look at the American icon, McDonald's, and describes the concept of McDonaldization, where people in a society take on the characteristics of a fast food restaurant. The author discusses this phenomenon and the four main components of this theory that values quantity more so than quality. The advertising techniques of McDonald's are criticized as well as the manner in which food is prepared in the fast-food chain.

From the Paper:

" It is very rare for a company that begins something to still be on top almost sixty years later, but McDonald's is in a field all its own and has become somewhat of a pop culture icon. It is obvious that they advertise mainly to children because let's face it: children in America get what they want. The McDonalds Corporation tries to save face by stating their interest in going green as stated on their website which also states that they have a responsibility for environmental leadership and to use their power in an environmentally safe way. Even so it is disgusting how McDonalds markets to kids and has become such an obsession with the public eye that a lot of families would not survive without a Big Mac or Mc Nuggets every other day. Recently I read a blog about parenting being affected by fast food and many parents admitted to "treating" their children to a trip to McDonalds more than twice a week in order to avoid a temper tantrum."

Sample of Sources Used:

• Boje, David & Cai, Yue (2004). McDonald's: Grotesque method and metamorphosis of the three spheres: McDonald's, McdDonaldland, and McDonaldization. Metamorphosis Journal, Retrieved April 5, 2009, from http://peaceaware.com/McD/papers/boje-yue-cai_Metamorphosis_final_july23_2004.pdf
• Love, John F. (1986). McDonald's: Behind the arches. New York, New York: Bantam.
• McDonalds.com. 2009. <http://www.mcdonalds.com>
• Nuckolls, Michael W. (2007). A pretty decent year. QSR Magazine, Retrieved April 5, 2009, from http://www.qsrmagazine.com/reports/qsr50/2007/index.phtml
• QSR Industry Reports. 2007. QSR Magazine. <http://www.qsrmagazine.com/reports>

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