McWorld

from Wikipedia, the free encyclopedia

McWorld is a political catchphrase that is critical of globalization . The buzzword refers to the spread of McDonald’s restaurants around the world as a result of globalization and, more generally, to the impact of the international “ McDonald’s ” of services and the marketing of goods as an element of globalization as a whole.

Concept critical of globalization

The historic expansion of McDonald's

Many critics of globalization believe that fast food chains like McDonald's are in many ways detrimental to the indigenous culture of the countries in which they have established themselves. In March 1992, an article by political scientist Benjamin Barber in Rutgers' magazine The Atlantic entitled Jihad vs. McWorld that as one of the big problems next to fundamentalism . In his view, there are four factors that determine McWorld : market , resources , information technology and ecology . These factors are transnational, cross-ideological, cross-cultural and ecologically effective. The opposite idea to McWorld , Jihad , means a burden for every community in contrast to the four factors of McWorld. The conflicts arise from what Barber sees as the two core doctrines of our time, namely globalism and the return of nationalism . This idea was expanded and featured in the 1995 bestseller Jihad vs. McWorld released. The McWorld not mean necessarily democracy . Such a "McWorld" takes into account the elements of democracy, but only to the extent that they are useful for economic production and consumption. In this book, Barber says that the liberalization of nation-state markets towards a globalized market does not appear to be democratic. Democracy and liberal capitalism are terms that are commonly used in connection with each other, namely how democracy leads to a capitalist economy and vice versa. However, Barber argues that the pursuit of profit by multinational corporations outside of their countries of origin has little relation to an open society . In the German translation (by G. Seibt, 1999) the book was published under the title Democracy in a Stranglehold: Capitalism and Fundamentalism - an unholy alliance . The term Barber coined for problems and conflicts was adopted as the title of the globalization critic Naomi Klein for her book Between McWorld and Jihad .

Origin of the term

The name McWorld was originally the name of a television advertising campaign by Leo Burnett for the chain's fast food restaurants .

McWorld was also the title of an interactive website, happymeal.com, created by McDonald's in 2008 and aimed at children.

literature

  • Benjamin R. Barber: Scherz (Ed.): Jihad vs. McWorld ( transl. Günter Seib ) 1997, ISBN 3-502-16030-9 .
  • Tom Sine: Baker Books (Ed.): Mustard seed vs. McWorld: reinventing life and faith for the future 11999, ISBN 0801090881 . LCCN 99-025951 .  

Remarks

  1. ↑ This advertising early 1990s was often Saturday's cartoons (Saturday morning cartoons). The commercials featured exciting McDonald's-related stories that would exist in a child-ruled world. For example, there was always exercise in school and McDonald's at every meal. Children, children ruled the planet earth, certain schools and space and other areas that are usually determined by adults. Adults were portrayed as inferior and unsuccessful. Each spot ended with McWorld, Hey, it could be like this , with a guitar in the background. One such spot won a prize in 1989 (Golden Marble Award)
  2. ↑ Visitors to the website could play games, solve questions, collect points and buy accessories for tree houses and artificial figures ( called mPals ). The site was taken offline on February 7, 2014. While this website had similarities to the original McWorld advertisement, such as that children were in action, it was based on the different concept as it targeted a younger age group. The name came from a vote on Happymeal.com.

Individual evidence

  1. ^ Benjamin R. Barber: "Jihad vs. McWorld." In: The Atlantic . 269th vol., No. 3, March 1992, pp. 53-65.
  2. ↑ Benjamin Barber Jihad vs. McWorld: How Globalism and Tribalism Are Reshaping the World. Crown, 1995, ISBN 0-8129-2350-2 .
  3. ^ Benjamin R. Barber: Fischer-Taschenbuch-Verl. (Ed.): Democracy in a stranglehold: Capitalism and fundamentalism - an unholy alliance 1999, ISBN 3-596-13812-4 .
  4. ↑ DNB 1112399550 Naomi Klein Between McWorld and Jihad
  5. ↑ "'Raccoon' takes home awards for hostess, Mithun Esty". bill 'Selling to Kids', September 16, 1998.
  6. ↑ Hood, Duncan. "Revenge of the tweens" . KidScreen Magazine , March 1, 1999.
  7. ^ McWorld: It's a kid's world where kids rule. ( Memento of the original from February 12, 2009 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. McDonald's Corporation, 2008. @1@ 2Template: Webachiv / IABot / vw.happymeal.com