This paper is about McDonald’s successful overwhelming cultural implantation abroad, and especially in France since the 2000s. Indeed, it appears oxymoronic and ironic that an American fast-food...Show moreThis paper is about McDonald’s successful overwhelming cultural implantation abroad, and especially in France since the 2000s. Indeed, it appears oxymoronic and ironic that an American fast-food chain would become a favorite in the country of gastronomy, slow food, table mannerism and savoir faire. But it is a fact, France is “Mc Donald’s eldorado.” The American fast-food enterprise became France’s first restauration chain in less than 50 years thanks to its adaptation to the French market, its attention to cultural culinary art and table layout, as well as its numerous partnerships with French agricultural industry. The “McDo Generation” rises the brand as a national favorite, and France is the biggest consumer and client after the United States. It now represents sales of over 6 billion euros for 2 million customers a day in France. Half of 18-35 year-olds, regardless of social background, visit the chain at least once a month, and one in ten 18-35 year-olds has already worked at McDonald's. McDonald's has adapted perfectly to French habits and customs, and the brand has Frenchified its menu and image to benefit from the country’s social situation. I want to find out why was McDonald’s implantation in France the most successful in the world, and how its impact on culture, market and foodways was so extensive. Scholars agree on the observation, that France surprisingly became the most fertile terrain for the chain’s proliferation, but the reasons why and how the process happened as such are largely debated. As a result of my research and reflections, I argue that McDonald’s deep penetration of cultural habits and food customs in France is due to the lack of a classless common ground since the 1970s. Indeed, there used to be means in France, such as the single channel television, for national common cultural references and experiences, no matter the background. Globalization used to be expressed through common ground, references and experiences. But then, as the middle class shrunk and as inequalities increased in France, globalization manifested in differences in references and experiences. McDonald’s offered to French customers, no matter their class, a common experience and played the role of a reunifying class shared ground, or at least it was seized by a generation as such. The process was helped by the tools of globalization, but I believe it was embraced by a generation of customers to reappropriate a sense of social cohesion. McDonald’s strategies to make the restaurants a place to hang out and not only eat, to employ the youth from every social background or to expand its geographical implantation confirms the phenomenon. This paper will focus on the following questions, why was McDonald’s implantation in France so successful and how did the chain’s strategies exploit this desire of national common ground and classless shared experience? In my opinion, the analysis of McDonald’s efficient cultural penetration and proliferation reveals much about Americanization, globalization, and the French socio-economic context.Show less
This thesis examines the evolution of zombie symbolism in George Romero's Living Dead series (1968-2009), reflecting post-World War II neoliberal capitalist societal changes and shifting cultural...Show moreThis thesis examines the evolution of zombie symbolism in George Romero's Living Dead series (1968-2009), reflecting post-World War II neoliberal capitalist societal changes and shifting cultural fears and values regarding power, class, and race in the United States. Initially depicted as mindless, flesh-eating monsters, Romero’s zombies gradually evolve into complex, sympathetic beings, contrasting with the devolution of human survivors into unsympathetic creatures driven by one-dimensional desires. This contrast critiques neoliberal societal and economic developments over the decades, providing a unique perspective on American culture and its embrace of developing capitalist ideology. Utilizing Nietzsche's concept of transvaluation, the thesis explores how Romero's zombies transcend their traditional roles to become adaptive symbols that critique contemporary American societal issues, including racism, consumerism, class inequality, and human coexistence.Show less
Are Green parties part of a counter-hegemony, and, in how much do fundamentalist and pragmatists influence this? This question is addressed by the content analysis of 14 election manifestos of...Show moreAre Green parties part of a counter-hegemony, and, in how much do fundamentalist and pragmatists influence this? This question is addressed by the content analysis of 14 election manifestos of Green parties situated in the Global North. In these documents the the economic policy proposals, as well as ideological standpoints in regards to ecologism were examined. By the analysis it has become clear that Green parties do propose alternatives within the capitalist economy, yet no plans to overturn this system. Therefore, the expectation that Green parties are part of a counter-hegemony is unfounded.Show less
Despite widespread public concern and scientific consensus about the ecological crisis, current efforts to curb global emissions are falling short. National and international efforts are permeated...Show moreDespite widespread public concern and scientific consensus about the ecological crisis, current efforts to curb global emissions are falling short. National and international efforts are permeated by a lack of ambition and urgency. Psychosocial scholars have argued that this reflects a state of ecoparalysis, a result of ecoanxiety and fear of ecological destruction. However, this thesis argues that the ecological crisis and our responses to it cannot be seen in isolation from the hegemony of capitalism. Capitalism’s need for unlimited growth drives the ecological crisis. Under the current stage of capitalism, neoliberal rationality permeates our every interaction, neoliberal logics govern every sphere of life, and becomes common-sense. This thesis explores how this influences our responses to the ecological crisis. It argues that the hegemony of capitalism distorts reality in such a way that capitalism becomes what is real, and as a consequence we cannot conceive of ourselves or of the world outside of capitalism. This fosters an inability to see alternatives, thus, preventing us from collectively and meaningfully responding to the ecological crisis.Show less
This thesis looks at the postcapitalist potential of NGO practices in the occupied Palestinian territories. Specifically, this thesis discusses the Palestinian NGO Ma’an Development Center and to...Show moreThis thesis looks at the postcapitalist potential of NGO practices in the occupied Palestinian territories. Specifically, this thesis discusses the Palestinian NGO Ma’an Development Center and to what extent it promotes a specific form of postcapitalism known as the Community Economy in the context of the Palestinian NGO sector as a whole. The goal of this thesis is two-fold: 1) adding a new dimension to the study of NGOs in the occupied Palestinian territories and 2) enriching postcapitalist scholarship with a case study from an understudied geographical area.Show less
Humanity’s excessive consumptive behaviour is the primary cause of ecological destruction. Yet, neither lowering consumption nor production levels seem to be addressed in environmental policies and...Show moreHumanity’s excessive consumptive behaviour is the primary cause of ecological destruction. Yet, neither lowering consumption nor production levels seem to be addressed in environmental policies and thus remain notably high. Therefore, this dissertation investigates the psychological roots of humanity’s ecologically destructive consumptive behaviour. My hypothesis is that ecological alienation and self-alienation are the main, compounding factors of ecologically destructive consumptive behaviour. Ecological alienation leads to devaluation of nature. As environmental values are paramount to sustainability-driven behaviour, devaluation of nature decreases the prevalence of such behaviour. Additionally, I argue that humanity’s excessive consumption is driven by consumptive addiction whereby individuals substitute their authentic physical, mental and emotional needs with consumption; and that this consumptive addiction is rooted in self-alienation. I suggest that ecological alienation and self-alienation are themselves rooted in the modern industrial worldview and its related value systems, and that these factors influence and reinforce each other. Ultimately, what is necessary to counter ecologically destructive addictive consumptive behaviour might be exactly what runs the risk of being indefinitely destroyed because of it: humanity’s reconnection with nature.Show less
The aim of the present research is to examine sugar cane production centers in medieval Cyprus with an in-depth exploration of the technology employed in sugar production including a comparison...Show moreThe aim of the present research is to examine sugar cane production centers in medieval Cyprus with an in-depth exploration of the technology employed in sugar production including a comparison with other production sites around the Mediterranean. The objectives of this investigation are to trace the technological innovation, the knowledge transfer and exchange networks which existed at the time. In addition, the present study investigates the relationships of the owners, and the status of the workforce. Finally, theories related to capitalism and globalization and how they were implemented in sugar production are put forward. The research question is investigated by examining archaeological data of the sugar production sites using online literature in combination with written sources including trade documents, travelers' accounts and state archives. This study exposes that technological knowledge in sugar production derived from the East, but no compact “package” existed. Horizontal water mills were introduced throughout Cyprus from the East (the Levant), while a vertical one at Kouklia and the presses were introduced by the Crusaders. Concerning the pottery making technology, there was a widely used repertoire which was implemented by the Crusaders who owned most of the sugar production centers in the Mediterranean. However, a degree of flexibility in typology choices did occur. The relationship between owners of sugar production sites relied heavily on diplomacy. The workforce was diverse with francomati, parici and, at one point, slaves all employed. The economic system was a hybridization of capitalism and feudalism. Finally, the study shows that sugar production followed Jennings’ model of globalization to an extent. This study of sugar production in medieval Cyprus elucidates technological, social and economic dimensions of human life.Show less
This thesis studies the emergence of the department store in 19th century Paris, as described by Zola's novel "Au Bonheur des Dames". This development appears to be a result of Paris'...Show moreThis thesis studies the emergence of the department store in 19th century Paris, as described by Zola's novel "Au Bonheur des Dames". This development appears to be a result of Paris' transformation implicated by Haussmann on the one hand, and the growing capitalism and consumerism on the other. Zola treats all this in his naturalist fashion, based on thorough research on the subject. Furthermore, dualisms, metaphors and imagery make up a large part of his novel.Show less
