Power of McDonald's 'Happy Meal '

globalization of American culture and value

Joanne Jung-wook Hong

Research output: Contribution to journalArticle

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Abstract

This paper aims at exploring and discussing how powerfully McDonald’s ‘Happy Meal’ contributes to globalization of American culture and value in ‘alliance’ with representation and hence ideology in the American animation industry. In particular, as a critical linguistic research, the paper focuses on investigating intertextual and ideological meaning constructions in American animation and McDonald’s promotional discourse for Happy Meal. The discussion will be mainly based on social semiotic analysis and intertextual/interdiscursive analysis of American animations and McDonald’s global Happy Meal promotional leaflets, focusing on construction of socio-cultural values and identities of America and McDonald’s.
Original languageEnglish
Pages (from-to)143-154
Number of pages12
JournalThe Global studies journal
Volume2
Issue number2
Publication statusPublished - 2009
Externally publishedYes

Bibliographical note

Copyright Common Ground and The Author/s. Article originally published in The Global Studies Journal, Volume 2, Issue 2, pp. 143-154. This version archived on behalf of the author/s and is available for individual, non-commercial use. Permission must be sought from the publisher to republish or reproduce or for any other purpose.

Keywords

  • ideology
  • intertextuality
  • Happy Meal
  • McDonald’s
  • American animations
  • globalization
  • Critical Discourse Analysis (CDA)

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