Sociology Index

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McWORLD

McWorld is a term that refers to the spread of McDonald's restaurants. McWorld or multinational corporations or in Benjamin Barber's terms antinational corporations see everyone simply as consumers. McWorld describes the new world of globalization where nation states have little power and citizenship has become meaningless as a cornerstone of democracy. The term McWorld is a neologism related to George Ritzer's analysis of corporate culture in The McDonaldization of Society.

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 consumers will best satisfy the social needs of communities in the McWorld.

The term Mcjob also comes from the name of the fast-food restaurant McDonald's Corporation. The concept of McDonaldization is also gaining attention in different aspects of culture with such new words as Mcworld and Mcjob.Even Jeff Bezos had a Mcjob. While Jeff Bezos was in high school, he worked at McDonald's as a short-order line cook during the breakfast shift. “Steve Jobs of Fast Food” Sends McDonald’s Stock Soaring. When investors think of innovative CEOs, they probably mention tech titans like Elon Musk, Steve Jobs, and Jeff Bezos. Maybe they need to think of burgers and fries.

Jihad Vs McWorld

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. Barber argues that there are several imperatives that make up the McWorld: a market imperative, a resource imperative, an information-technology imperative, and an ecological imperative. Yesterday's wishful cry for one world has yielded to the reality of McWorld. 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: Jihad and Mcword are 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. McWorld, or the Globalization of Politics.

McWorld And McDonald's Game

McWorld, an interactive McDonald's game on happymeal.com, was aimed at children. Visitors could play games, earn points and buy accessories for their treehouses and avatars. The website was replaced by McPlay. In McDonald's virtual MCWORLD kids could play games, and also vote for new games. Kids could enter codes from kid’s meal boxes to unlock exclusive accessories for their avatar or treehouse, or events where their favorite comic book characters appear and play with them.

While the McWorld website bore some similarities to the ideas in the original McWorld campaign, such as children being in charge, it was created independently for a younger age group. McWorld was named by a vote of kids on happymeal.

Resources are an imperative aspect in the McWorld, where autarky seems insufficient and inefficient in presence of globalization. Barber argues that whatever a nation does to their own ecology, it affects everyone on earth. Cutting down a jungle will upset the overall oxygen balance, which affects our "global lungs". McWorld may promote peace and prosperity, but Barber sees this as being done at the cost of independence and identity.

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. 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.

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.