Sociology Index -

McWORLD

Mcjob, Multinational Corporations

McWorld is a concept developed by Benjamin Barber (1995) to describe the new globalized world where nation states have little power and citizenship has become meaningless as a cornerstone of democracy.

This new McWorld is ruled by corporations. McWorld or multinational corporations or in Barber's terms antinational corporations see everyone simply as consumers. 

In this new McWorld citizens can no longer effectively use democracy to enhance or protect social values because this would interfere with the marketplace. 

The assumption is that the actions of countless consumers will best satisfy the social needs of communities in the McWorld.

McWorld is a term often used to describe the spreading of McDonald's restaurants throughout the world as the result of globalization.

It is believed that McDonald's have been destroying indigenous cultures in countries where they have been introduced. 

The term "McWorld" is a neologism related to George Ritzer's analysis of corporate culture in The McDonaldization of Society.

Rutgers political science professor Benjamin Barber published an article in March 1992 titled Jihad vs. McWorld, which describes international commercialization as one of two great clashing forces of the 21st century, the other being tribalistic religious fundamentalism. What Benjamin Barber postulates is that "McWorld" could ultimately win the "struggle." 

McWorld was originally the name of a TV campaign for the restaurant by Leo Burnett that ran many of its ads during Saturday morning cartoons of the early '90s, featuring the exciting McDonald's-related happenings that would purportedly occur if kids ran the world.

Jihad vs. McWorld
The two axial principles of our age, tribalism and globalism, clash at every point except one: they may both be threatening to democracy by Benjamin R. Barber - The Atlantic Monthly | March 1992 
Excerpt: McWorld, or the Globalization of Politics
Four imperatives make up the dynamic of McWorld: a market imperative, a resource imperative, an information-technology imperative, and an ecological imperative. By shrinking the world and diminishing the salience of national borders, these imperatives have in combination achieved a considerable victory over factiousness and particularism, and not least of all over their most virulent traditional form, nationalism. Yesterday's wishful cry for one world has yielded to the reality of McWorld.

You and I against McWorld
John Vidal, Saturday March 9, 1996, The Guardian 
In 1990 McDonald 's served libel writs on five self-styled anarchists. Six years on, two of them are still slugging it out. Britain's longest-ever civil trial has become an epic battle, grinding through issues from employment, advertising, recycling and litter, to nutrition, animal rights and deforestation. Who says the British never complain? 

It's a McWorld after all
By Ira Boudway
A writer and a photographer visit 30 families around the world to show us what the world eats -- and how industrial food is creeping into every corner of the globe.

McWORLD ON TRIAL 
By Dave Morris and Helen Steel 
With an introduction from the Mclibel Support Campaign.