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Dear All,
When I was reading anthropology at university there was a lecture about
globalisation where an interesting example about McDonald's was given. It
was argued that, despite its ubiquity, McDonald's is not necessarily such a
'cultural homogeniser' because the real significance comes from the ways in
which external influences (in this case the fast food restaurant) are
adopted and accommodated into already existig sociocultural structures. So,
for example, the implications of going to McDonald's in Manila, Marseille,
Los Angeles, or Uganda differ vastly (as do the perceptions of the product,
the circumstances and ways in which it is consumed, etc.), and this type of
variations is what is worth examining. I have ben trying to track down the
original source for this McDonald's example but can't come up with anything.
Could anyone point out a relevant reference?
Thanks in advance,
Aarón Alzola Romero
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