Globalization and Field Spirit: McDonald's Action Logics in the Urban Cultural Designs in East Asia

Globalization does not necessarily lead to cultural homogenization. In the McDonaldization across the cities in East Asia, what has been spread globally is not complete homogenization of the American culture but its special localization experience resulting from the collision of the core of the American culture and the local cultural environments. McDonald's follows a set of action logics in this particular East Asian cultural field. Its action procedure has led to consumers' value recognition by fragmentized cultural infiltration strategies via regulations such as diet, consumption, fashion, and public service. Its substantial actions have brought in profound profit increases through superficial cultural designs that transfer not only marginal values but also marginal profits. McDonald's takes the overall globalization as its action opportunity to swiftly quicken its McDonaldization, not only in the sense of global consumption but also global production. In the overall process, the local culture, despite of