Giles 1

Tony Giles

Dr. Levy

ENG 3310

17 March 2010

Multigenre Research Design

My topic is McDonaldization and how it has affected, and even infected the world. I came about this topic after I read Persepolis. I was really interested in the American Pop Culture theme in the book. American Pop Culture is displayed in what the main character wears, decorates her room with, and listens to. These are the “little rebellions” she displays with as she lives through the Islamic Revolution. After researching American Pop Culture, I discovered that the phrase has been replaced by Americanization. Americanization is the blanket term that is now used when describing American or Western influences in the world. A small facet of Americanization is McDonaldization, which is when a society takes on aspects of the fast food restaurant, McDonalds. What is more American than McDonalds? I think it is a concept that will invoke debate for years to come.

I really want to learn how this world-renowned brand has infiltrated business, culture, and the “everydayness” of the world at large. From what I know, McDonalds is a brand that is present all over the world. You can go to Paris to see the Eiffel Tower, eat at a McDonalds, and then check out the Arc de Triomphe. You can go to Russia to see the Kremlin, and get an ice-cream sundae from McDonalds…which is right down the street. The list is endless. I can assume that the business model would be the same as it is here in America, and would possibly influence the way businesses are run in different parts of the world. Here are some questions I have about my topic:

  • How has McDonaldization influenced my everyday life?
  • How has it influenced everyday life in other regions of the world?
  • Has there been a change in the “wellness” of regions where McDonalds is present?
  • As far as a business plan goes, is it interchangeable from region to region?
  • If so, what are some of the cultural changes that may need to be made?
  • Is it considered “Fast-Food” in other regions?
  • Has it changed a society into a “got to have it now” type of society?
  • Is the world better off with or without the influence of McDonalds?
  • As far as branding goes, is it consistent with the original branding?
  • Is the service the same?
  • If not, did it have to change for cultural reasons?
  • How has it influenced other things like education, media, religion, etc?

I plan to gather information by researching the company, reading published research on McDonaldization, and looking at media sources to inspire my final product. I have come across lots of written material on the internet that will aid me. I also hope to find many different visuals that will accurately depict the brand influence across the world.

Preliminary Bibliography:

Drane, John. After McDonaldization: Mission, Ministry, and Christian Discipleship in an Age of Uncertainty. Baker Academic, 2008.

Hayes, Dennis and Robin Wynyard. The McDonaldization of Higher Education. 2002.

McDonaldization. 4 November 2009. 17 March 2010. <

Monaghan, Lee F. "McDonaldizing Men's Bodies? Slimming, Associated (Ir)Rationalities and Resistances." Body & Society 13.2 (2007): 67-93.

Ritzer, George. McDonaldization: The Reader. Thousand Oaks: Pine Forge Press, 2010.

—. The McDonaldization of Society 5. Thousand Oaks: Pine Forge Press, 2008.