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35 Cards in this Set
- Front
- Back
Rubie Watson and James Watson had been doing fieldwork in ____ _____'s New Territories since the late _______ on which 5 topics that excite anthropologists: ______ ________, ______ _______, ________ _______, ________, _______ _______. But in the lives of their godsons and their age mates, McDonald's is a _______ _______. |
Hong Kong Late 1960s lineage organization, inheritance patterns, ancestor worship, geomancy, popular religion central institution |
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to some ____________ and political ________, McDonald's is an unambigious symbol of ____. American ________ denigrate McDonald's as an instrument of ______ ________. |
environmentalists activists evil intellectuals cultural homogenizations |
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American working-class people who survive at or near the minimum wage treat McDonald's as a ______ -- a _____ away from home where an entire family can eat for under ___ _______. |
godsend home 10 dollars |
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In some countries, McDonald's is treated as a symbol of Yankee __________. |
imperialism |
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What mantra have James Watson's graduate students often heard? |
"In fieldwork, you live where people live, you do what people do, and you go where people go" |
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This book is part of a broader movement to redefine anthropology as the study of _____ ____ |
everyday life |
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"...concentrating on the mundane concerns of _______ people is a strategy that allows anthropologists to relate their ______-level investigations -- which are grounded in specific ______ or groups of people --- to concerns of ______, _______, and ________ ________ who deal with cultural issues at the _____ or ______ level" to study "those most directly affected by corporations such as McDonald's to situate the ______ in the ______." |
ordinary micro communities economists, sociologists, and political scientists macro or global global in the local |
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Previous studies of fast food companies have focused on _____, we are primarily concerned with another dimension of the fast food system..._____. How is fast food perceived by those ________________?" "the _______'s perspective is ignored by most scholars." |
production consumption who pay to eat it consumer's |
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Literary _______, _______ ______ specialists, and ______ _______ prefer to interrogate themselves rather than to talk to people who _______ ______ at McDonald's. Other scholars have explored the _______ and _________ dimensions...paying almost exclusive attention to the concerns of high-level ______. ______ ______ remain in the background" |
critics, popular culture specialists, and media analysts actually eat managerial and entrepreneurial executives Ordinary customers |
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For Golden Arches East, "we rely, first and foremost, on ______ _______ and _______ _______ with consumers. As anthropologists...we pay close atten to the _____ _____ people use, we also observe the ________ _______ employed by customers and patterns of ________ ______ that govern _______ interactions..._____ often speak more directly than _______" |
personal interviews and informal conversations linguistic forms body language public etiquette restaurant actions words |
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The 5 primary contributors all had previous |
field |
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"In Beijing, a new class of ______ has embraced the company as a means of connecting to the ______ outside ______." In ch 4 "many Koreans equate eating a Big Mac with ______ and _______ ________"..."In Taiwan, _______ has become a ________ _____ and one's choice of ________ -- _____-owned or _______ -- may be taken as a reflection of attitudes toward independence or reunification with ________". In Ch3, "David Qu shows how ______ and other ____ ________ ______ have boomed...assisted by the common perception that foreign foods are _________ _______" In Japan, McDonald's has made the transition from ______ to _______ and the restaurants have blended into the _______ ______. Much the same can be said of _______ _______. Since the early _______, an entire generation of _____ and _____ _____ children has ______ ______ with McDonald's; to these people "McDonald's does not represent something _____, McDonald's is ______ _______." |
yuppies world outside China cultural and economic treason eating political act restaurant (mainlander owned or Taiwanese china Mcdonald's; fast food chains politically neutral exotic to ordinary local scene Hong Kong 1970s Japanese and Hong Kong grown up foreign; local cuisine |
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Dr Watson read thousands of _____, _______, and _______ ______ articles about the world fast food industry." "With the exception of ______, reports in East Asia tend to be ________" |
newspapers, magazines, trade journal Korea positive |
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More recently, [after a positive 3 years] Chinese leaders appear [in 1997] to be aligning themselves with intellectuals who have long equated McDonald's as agents of _________ _______, a new form of exploitation that results from the export of _______ ______ from the U.S., Japan, and Europe. |
cultural imperialism popular culture |
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Dr. Watson: "culture is defined as _________ ______, ________, _____, ______, ______ ________, ______, _______,_______, ______ _______, and ______ _______ food. |
popular music television film video pulp fiction comics advertising fashion home design pass-produced food |
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"Corporations that are capable of manipulating personal 'tastes' will thrive as _______ ________ and lose control over the _______ and _________ of goods and services" |
state authorities distribution and consumption |
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Watson: "Does the spread of fast food undermine the integrity of ____ ______? Are food chains helping to create a _____, global culture...[for the needs of] capitalist world order?" |
indigenous cuisines homogenous |
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The essays in this book demonstrate that the cultural interaction process works both ways: Japanese customers rarely _____________...this is now an acceptable mode of ____. Hong Kong: "Mcdonald's has replaced traditional _______ and street ______ as a breakfast venue." "and among Taiwanese youth, ______ _____ have become a dietary ______" But "East Asian consumers have transformed their neighborhood McDonald's into _______ ______." and "In ______, ________, and _______...McDonald's restaurants are treated as _______." "In Hong Kong, _______ ________ ________ often sit in Mcdonald's for hours." |
ate with their hands dining teahouses stalls French fries staple local institutions Beijing, Seoul, and Taipei leisure middle school students |
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Dr. Watson: "Globalism describes an essentially ______ condition that is said to prevail when people the world over share a _______, mutually _______ culture. Proponents of globalism assume that _______ communications and ______ ______ will create a ______ village" |
impossible homogenous intelligible electronic mass media global |
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In its earlier usage, culture was defined by most anthropologists as a... |
shared set of beliefs, customs, and ideas that help people together in coherent groups |
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In this book, the operative term is ____ ________, shorthand for the experience of ______ life as lived by ______ people in specific _______" "_______ patterns, _______ toward food, and notions of what constitutes as a ________ _______ are integral to the maintenance of local cultures. |
local culture everyday ordidnary localities dietary attitudes proper meal |
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People, commodities, ideas cross national boundaries, lose local-origin identity: _________ |
transnational |
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Mcdonald's executive: "I like to call us multi ______" Mcdonald's finds local suppliers and partners |
local |
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Mcdonald's arrival coincided with "Family Revolution in East Asia: ________ as _______" |
children as consumers |
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In Israel, "Big Macs are now served without _______, thereby permitting the separation of ______ and ______ products." In _________ and ________ McDonald's underwent rigorous inspections by Muslim clerics to ensure _______ cleanliness" "In Norway, ________ (________ ________ ______). In Turkey, _________ _________ ________ |
cheese meat and dairy Malaysia and Singapore ritual McLaks (grilled salmon sandwich) chilled yogurt drinks |
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Irrespective of local variations...the signature innovation of McDonald's -- _____, _________________________ -- is ever-present and consumed with great gutso in all cultures |
thin, elongated fries cut from russet potatoes |
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One must not assume...the queue is a universally accepted feature of modern ________. In Leiden....McDonald's consumers...refuse to ____ __...and form tightly packed _______ near order takers. |
consumerism line up clumps |
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It comes as a shock to many Americans...that public friendliness is not the _______ norm |
universal |
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The longer McDonald's operates in East Asian city, the less evident are the _______ _______. Customers are far more concerned with _______, _______, and ________. |
forced smiles efficiency, reliability, and hygiene |
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Hygiene: Mcdonald's appeal to the busy, __________________ in East Asian cities precisely because it promises -- and delivers -- ___________ and ________. |
upwardly mobile middle classes predictability and cleanliness |
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Ritzer treats McDonald's as the paradigm case of ________ _________." Watson "on closer inspection, consumers are not the _____-__ many analysts would have us believe....McDonald's loses its exotic appeal and gradually gains acceptance or rejection as _______ _____ for ______." |
social regimentation automatons ordinary food for busy |
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Localization: "aspects of the industrial model have been rejected, notably those relating to _____ and _____." "The meaning of fast has been subverted referring to the ______ of food, not consumption" |
time and space delivery |
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Localization: where people grew up eating at the Golden Arches...McDonald's is no longer perceived as a ______ enterprise. Parents see it as a haven of ______ and _______. For children, McDonald's represents ______, ________, and a place where they can _________________..." |
foreign cleanliness and predictability fun, familiarity can choose their own food |
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Dr. James Watson: "The golden Arches have always represented other than ______" |
food |
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Watson: "Mcdonald's symbolizes different things to different people at different times in their lives: ________, ______, ________, ____, ________, _______, _______, _______, ______, and ______ to the world beyond |
predictability safety convenience fun familiarity sanctuary cleanliness modernity culinary tourism connectedness |