McWorld is a concept developed by Benjamin Barber (1995) to describe the new world of globalization 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