McBastards: McDonald's and Globalization," By Paul Feine

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Emmanuel Ruiz

Ms. Rains

English 101 UNIT 3

April 2, 2010


Does one honestly think McDonald's is the company to blame for America's obesity?

As narrator Paul Feine shows different perspectives of how McDonalds is viewed from different countries, one can decide who is to blame.

The author, Paul Fiene, starts of his article with a personal experience of his own. While on a trip to Paris with his family, he encounters an angry French man who evidently despises McDonalds. After Feine summarized the whole Paris vacation, Feine then talks about how McDonalds, as a company, is viewed badly by the whole world. Right after that he hits the readers with tons of statistics and anti-McDonalds websites and articles. Continuing, Fiene then supports his information with various books and articles relevant to the articles topic. Concluding Feines article, is an interesting piece of information were Fiene states that even though it is not true that no two countries that have McDonalds never been to war, but that McDonalds everywhere is, "encouraging healthy competition-competition that, in many cases, is leading to improved sanitation standards and civility. And sometimes, just sometimes, McDonald's even brings people together and creates a few smiles…just like its commercials say it does."

According to Paul Feine, "Critics demonize McDonald's for its unabashed pursuit of profits, its disregard for nutritional value, and the environment and the way it panders to children". Apparently, McDonalds is to blame for the health problems of fast food addicts. McDonalds controls 43 percent of the U.S. fast food market, and it is by far one of the most successful companies when it comes to pursuing exceedingly high profits. Even though McDonalds has been blamed on for many health problems, it has also made changes in other cultures. Golden Arches East by James Watson explains how McDonalds is affecting Asian culture. For example, in Hong Kong, McDonalds started the trend of having clean bathrooms in restaurants. In Korea mobbing the counter was the only way to get your order taken. When McDonalds came along, getting in line was something new that was introduced to their culture. Feine also states that McDonalds is encouraging healthy competition that is leading to improved sanitation and civility.

In the beginning of his article, McBastards: McDonalds and Globalization, Paul Feine uses the technique pathos. He briefly mentions how American children get anxious and excited when it comes to a McDonald's happy meal. This technique works effectively on your emotions; Paul Feine does this purposely to connect with the reader. Furthermore, in the article he speaks of a French man who shows his hatred towards McDonalds by opening the door and spitting inside the restaurant. This is also using pathos, because it shows the different perspectives on how other cultures view McDonalds. While Americans seem to be fond of it, many other countries have not yet adapted to it.

The words "cultural imperialism" and "multinational corporate greed" are what other cultures would most likely define McDonalds as. This is because they view McDonalds as a threat to their ways of normal life. They believe that it will affect their culture. We as readers are aware of this through Feines' choice of wording. He uses this kind of vocabulary to add a more emphasize to his article. Many times authors will do this to grab the reader's attention and pull them deeper into the text, and Feine is able to do this successfully in his article. Moreover, Feine continues to use his figurative language in the example, in the sub-heading, "McWhipping Boy", he uses the words, "…McDonalds has been condemned systematically seeking to addict naïve youngsters to its fatty fare." I feel that this really intrigued me into wanting to read more. And this again is done purposely by the author.

Comparison is another technique...
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