Dig Through Our Books

Advanced Search
Gift Cards
Checkout a Gift Card


Bookmark and Share

Browse By Category

View Other Categories

Author Name    Watson, James L.

Title   Golden Arches East: McDonald's in East Asia


Book Condition   Good

Publisher    Stanford University Press

ISBN Number    0804732078 / 9780804732079

Seller ID   SKU20142631

0804732078 Good, clean text, paperback binding, light to moderate wear to corners and edges, may have previous owner's signature, remainder mark, sticker/residue, and/or other minor aesthetic flaws. Satisfaction guaranteed. Last Word Books & Press is an Infamous Independent Bookstore and Print Shop located in Olympia, Washington.

Stock Description, May Not Reflect Item

McDonald's restaurants are found in over 100 countries, serving tens of millions of people each day. What are the cultural implications of this phenomenal success? Does the introduction of American fast food undermine local cuisines, many of them celebrated for centuries? Does it, as some critics fear, presage a homogeneous, global culture? These are but a few of the questions confronted in this engaging study that vividly demonstrates how the theories and techniques of anthropology can be used not only to examine obscure peoples and exotic practices, but to shed light on the motivations and behavior of people conducting their daily lives in some of the major population centers of the world.

Earlier studies of the fast food industry have emphasized production, focusing on labor or management. This book takes a fresh approach to the industry by concentrating on the perspective of the consumer. It analyzes consumers' reactions to McDonald's in five East Asian cities: Hong Kong, Beijing, Taipei, Seoul, and Tokyo. What do they have to say about McDonald's? How is fast food perceived by those who pay to eat it? How do their preferences and biases affect the system of production?

The book argues that McDonald's has largely become divorced from its American roots and become a "local" institution for an entire generation of affluent consumers in Hong Kong, Taipei, and Tokyo. In Beijing, the process of localization has barely begun, with consumers more interested in the experience of eating at McDonald's than in the food itself. In Seoul, many nationalists treat the Big Mac as a symbol of Yankee imperialism; meanwhile, increasing numbers of Korean children are celebrating their birthdays atMcDonald's.

Localization is not, however, a one-way process; the corporation has also had to adapt in order to flourish in new settings. The book demonstrates how consumers, with the cooperation and encouragement of McDonald's management, have transformed their neighborhood restaurants into leisure centers, afterschool clubs, and meeting halls. The contributors pay special attention to the effects of these activities on family organization, education, and socialization, and conclude that it is no accident that the fast food boom corresponds to the rise of a child-centered consumer culture in East Asian cities.

Price = 8.00 USD

Related items brought to you by the miracles of modern technology:
Greek Tragedies, Volume 3 (Phoenix Books)
4.00 USD
Add to Book Bag

No Country without Grandfathers
Carrier, Roch
15.00 USD
Add to Book Bag

On the Way to the Wedding: Transforming the Love Relationship
Leonard, Linda Schierse
8.00 USD
Add to Book Bag

Thurber Album: A Collection of Pieces About People
James Thurber
6.00 USD
Add to Book Bag

So Many Ways to Sleep Badly, Bernstein Sycamore, Mattilda
So Many Ways to Sleep Badly
Bernstein Sycamore, Mattilda
8.00 USD
Add to Book Bag

Men and Music in Western Culture
Walter, Don C
6.00 USD
Add to Book Bag

Mr. White's Confession: A Novel
Clark, Robert
8.00 USD
Add to Book Bag

The Lives of the Muses: Nine Women & the Artists They Inspired, Prose, Francine
The Lives of the Muses: Nine Women & the Artists They Inspired
Prose, Francine
7.00 USD
Add to Book Bag

DEL-Listen Up: Voices From the Next Feminist Generation
8.00 USD
Add to Book Bag

Alligator Dance: Stories (Southwest Life and Letters)
Peery, Janet
5.00 USD
Add to Book Bag

Contemporary Perspectives On Masculinity: Men, Women, And Politics In Modern Society, Second Edition, Clatterbaugh, Ken
Contemporary Perspectives On Masculinity: Men, Women, And Politics In Modern Society, Second Edition
Clatterbaugh, Ken
12.00 USD
Add to Book Bag

Thorpe, Adam
7.00 USD
Add to Book Bag


Questions, comments, or suggestions
Please write to lastwordbooks@gmail.com
Copyright©2017. All Rights Reserved.
Powered by ChrisLands.com