The Ethnography of Big Mac

Ethnography, the interdisciplinary study of human communities, is now being applied to varied aspects of American culture. McDonald's offers one subject for such ethnography. Design in McDonald's tends to emphasize informality & local imagery; it centers functionally on keeping up a st...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
Veröffentlicht in:	Journal of American Culture 1978-07, Vol.1 (2), p.377-386
1. Verfasser:	Orr, David Gerald
Format:	Artikel
Sprache:	eng
Schlagworte:	America/American/Americans Consumer/Consumers/Consumerism Culture/Cultures/Cultural/ Culturally Ethnography/Ethnographic/Ethnographical Food (see also Industry) Industry/Industries Market/Markets/Marketing (see also Market research)
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

Beschreibung
Zusammenfassung:	Ethnography, the interdisciplinary study of human communities, is now being applied to varied aspects of American culture. McDonald's offers one subject for such ethnography. Design in McDonald's tends to emphasize informality & local imagery; it centers functionally on keeping up a steady flow of customers. An archive of material on various subjects is needed. The McDonald's building itself has the character of an icon. Packaging is altered regularly in subtle ways. The fantasy world of Ronald McDonald is also crucial to understanding McDonald's appeal. These & other themes are important for ethnography. W. H. Stoddard.
ISSN:	0191-1813 1542-734X
DOI:	10.1111/j.1542-734X.1978.0102_377.x