The Sign of the Burger
A very interesting book "The Sign of the Burger" was published by Temple University Press. Read the chapter on Introduction here. [Link no longer available].
The Sign of the Burger
So begins a complicated journey into the power of one of the most recognizable signs of American capitalism: The Golden Arches. The Sign of the Burger
examines how McDonald's captures our imagination: as a shorthand for
explaining the power of American culture; as a symbol of the strength of
consumerism; as a bellwether for the condition of labor in a globalized
economy; and often, for better or worse, a powerful educational tool
that often defines the nature of culture for hundreds of millions the
world over.
While many books have offered simple complaints of the power of
McDonald's, Joe Kincheloe explores the real ways McDonald's affects us.
We see him as a young boy in Appalachia, watching the Golden Arches
going up as the - hopeful - arrival of the modern into his rural world. And
we travel with him around the world to see how this approach of the
modern affects other people, either through excitement or through
attempts at resisting McDonald's power, often in unfortunate ways.
Through it all, Kincheloe makes clear, with lucidity and depth, the fact
that McDonald's growth will in many ways determine both the nature of
accepting and protesting its ever-expanding presence in our global
world.
Source - temple.
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posted by geopractice @ 3:42 AM
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