In Our Opinion...

McDonaldization?

By Kelly Anthony

Is there anything more American than a cheeseburger and fries from McDonald's? When I was growing up, I could spot the golden arches in the sky from a mile away. McDonald's has become a controversial topic in the last few years, notably from a host of lawsuits ranging from extreme temperature of coffee to responsibility for America's obesity epidemic. Another controversial issue surrounding the company is its appearance throughout the entire world, and not everyone welcomes McDonald's with open arms. When the golden arches first appeared in France, the restaurant experienced massive vandalism. Opponents of globalization would call this spread of American fast food the McDonaldization of the world, which is wiping out local culture.

However, I would argue that McDonald's is in fact a global media product: a product that has become so accepted by local cultures that it is no longer distinctly American. McDonald's is known to adapt to the dietary expectations of its customers. In Indonesia, McRice is sold, and in India beef is not on the menu due to religious dietary restrictions. The company's new recruiting campaign "Would you like a job with that?" originated in Ireland and the term "McJob," also incorporated into McDonald's advertising can be traced to Canada, not the US. In fact McDonald's is so widespread and established globally that The Economist uses a "Big Mac Index" to evaluate the strength of various world currencies.

McDonald's has also been a positive force worldwide. When it opened in Hong Kong in 1975, it was the first restaurant to offer consistently clean bathrooms and raised cleanliness demands in the country. Now with a growing menu of healthy options, McDonald's can be found in any variation almost anywhere in the world offering its customers cost effective and local fare.

 

Saudi Arabian Teens Discover Love

By Angela Barnard

What do the movie Titanic and its piercing theme song "My Heart Will Go On?" have to do with the media and teens in Saudi Arabia? The answer may surprise you. Teens growing up in Saudi Arabia, a conservative Islamic country, have many restrictions on their social interactions, particularly with the opposite sex. This does not mean that they do not have amorous feelings, however, just like their American counterparts. In fact, Michael Slackman writes in a May 12 issue of The New York Times that one family of cousins is so fond of the movie Titanic and the romantic love it depicts that among the male cousins the theme song is a popular ring tone for their cellular phones.

This detail may seem small or insignificant, but it demonstrates the power of media as a cultural agent. Saudi youth also exchange text messages with their fiancées, a secretive and illegal practice. Nader, the young man profiled in Slackman's article, sends messages to his wife-to-be Sarah, who he has entered in his phone as "My Love."

Is this a good consequence of the globalization of media forms? Should young people in the Middle East hum love songs from American movies and couple western notions of romantic love with their traditional Islamic customs for courting and marriage?

 

Changing the World One Step at a Time

By Ihlae Kling

While we live in an incredibly complex and political society, it is no wonder a young college student such as myself wonders what impact I would ever be able to make on our world. With very little experience of activism and no political career in my future, it seems my options are limited if I ever feel the need to make a voice for myself in society. However, while our mediated society is growing rapidly and the Internet has become a particularly effective channel of communication and resource, a new form of activism has emerged: cyberactivism.

Technological advances have aided in the flexibility, efficiency, and development of communication channels through the Internet, which now reaches every corner of the planet. In this new environment, cyberactivism has become especially effective as it gives non-government actors the opportunity to make a stand. At a time of political unrest across many nations, cyberactivism has become increasingly popular because it allows individuals to influence and make change.

Take the example of Jonah Peretti who, just like me, was curious about his ability to effect change in the world, specifically in the face of corporate power. In 2001, Peretti, an American student, ordered a pair of personalized Nike ID shoes with the word "sweatshop" stitched on them. When Nike refused to make the shoes, claiming his "personal ID contains profanity or inappropriate slang," Peretti shared the responses on line which were picked up by mainstream media. In a matter of months, Italian, German, French, and U.K. media were reporting on the story. Peretti's attack developed into a successful means of cyberactivism, raising awareness across the globe of Nike's policy and its sweatshops. This act offers a fine example of the significance and power an individual can have. I guess a girl like me can change the world after all.