Dados Bibliográficos

Resumo

Fears of McDonald's as a homogenizing force, which lies at the heart of the McDonaldization thesis, were followed by an interest in hybridity, creolization and glocalism. Recently researchers inspired by post-structuralism have criticized these concepts, advocating that culture should be understood as changing and in constant flux, that places occur where people's routes meet (Clifford 1997). Following British geographer Philip Crang (1996) a McDonald's restaurant could be understood as a cross-road for a number of tales about the company and its products. In this articles tales about the brand, the Golden Arches, are presented, the brand as conqueror, as destroyer. The company's use of postmodern marketing strategies is discussed and the new marketing concept Big love promising a new authenticity, openness and transparency is presented.