Índice

Bibliografía: p. 215-225

McDonald's has come to be a highly contested symbol of globalization and American commodity culture. Joe Kincheloe offers a multifaceted exploration of the battles over McDonald's throughout the world, of how it serves as a force of education and enculturation, and the ways that different audiences consume McDonald's as a source of meanings as well as (highly dubious) diet. Using a variety of sources and his own ethnographical research, Kincheloe provides the most many-sided critical analysis of McDonald's yet to appear." --Douglas Kellner, George F. Kneller Chair in the Philosophy of Education, UCLA "A burger is never simply a burger." This is a case study of the capacity of neocolonial giants like Disney, Nike, Coca Cola, and, in particular, McDonald's to ingratiate themselves in worldwide markets and achieve cultural hegemony by promoting an ideology of markets. Academic collections at all levels." --Choice "Kincheloe's study is a crucial tool for educators who are desperately seeking new educational resources that promote critical thinking, not only for themselves, but also for their students." --Harvard Educational Review "Kincheloe's work, written in an easy, fluid style peppered with (often horrific) statistics and public responses, is a useful cultural study of corporate capitalism...For the anthropologist of work, this is an important book because it calls for a closer attention to the forms of discourses that mask conditions of labor and capital."