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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

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

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

In some countries, McDonald's is treated as a symbol of Yankee __________.

imperialism

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"

This book is part of a broader movement to redefine anthropology as the study of _____ ____

everyday life

"...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

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

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

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

The 5 primary contributors all had previous
______ experience in the society involved [3 had 25+ years]

field

"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

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

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

Dr. Watson: "culture is defined as _________ ______, ________, _____, ______, ______ ________, ______, _______,_______, ______ _______, and ______ _______ food.

popular music


television


film


video


pulp fiction


comics


advertising


fashion


home design


pass-produced food

"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

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

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

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

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

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

People, commodities, ideas cross national boundaries, lose local-origin identity: _________

transnational

Mcdonald's executive: "I like to call us multi ______" Mcdonald's finds local suppliers and partners

local

Mcdonald's arrival coincided with "Family Revolution in East Asia: ________ as _______"

children as consumers

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

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

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

It comes as a shock to many Americans...that public friendliness is not the _______ norm

universal

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

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

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

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

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

Dr. James Watson: "The golden Arches have always represented other than ______"

food

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