“麦当劳化”的传播学解析
发布时间：2018-10-08 08:56
【摘要】： 随着经济全球化的进程和媒介传播的快速发展,美国快餐业的代表麦当劳迅速在世界各个国家建立了自己的快餐帝国,同时向世界传播着麦当劳的企业模式。这种模式不仅深刻影响了快餐行业,适应了时代的要求,赢得了受众的青睐,还延伸到社会各个领域,产生了快餐文化. 著名学者乔治·瑞泽在所著的《社会的麦当劳化》中首次提出了“麦当劳化”(McDonaldization)一词,总结了麦当劳化涵盖的主要内容即:麦当劳效率、可靠性、麦当劳的预测性和麦当劳的控制性。 麦当劳化已渗透到社会各个领域,出现了社会的麦当劳化。本文在总结麦当劳化要素的基础上试图运用传播学理论分析麦当劳化传播特性,揭示麦当劳化的易传播特性。此外,麦当劳化本身不仅影响着美国社会的其他领域,以美国文化为背景的麦当劳化在全球化进程中也在传输着美国价值观,影响着文化多样性,麦当劳化在全球范围内传递着美国文化价值观。麦当劳化在张扬工具合理性,形式合理性,推崇效率、可计算性、效益最大化的同时,存在着非理性化特征,扼杀价值选择的多样性。本文主旨是对麦当劳化的非理性化特征的批判,引起人们对社会麦当劳化的思考。
[Abstract]:With the process of economic globalization and the rapid development of media, McDonald's, the representative of American fast food industry, quickly established its fast food empire in every country of the world, and spread the enterprise mode of McDonald's to the world at the same time. This model not only deeply affected the fast food industry, adapted to the requirements of the times, won the favor of the audience, but also extended to all fields of society, resulting in fast food culture. George Reese, a famous scholar, put forward the word "McDonald's" (McDonaldization) for the first time in his book "McDonald's in Society", and summed up the main contents of McDonald's "McDonald's efficiency and reliability." McDonald's predictability and McDonald's control. McDonald's has penetrated into all fields of society, and appeared the McDonald's society. On the basis of summarizing the essential factors of McDonald's, this paper attempts to use the theory of communication to analyze the communication characteristics of McDonald's and to reveal the easy communication characteristics of McDonald's. In addition, McDonald's itself not only affects other areas of American society, but also conveys American values and cultural diversity in the process of globalization. McDonald's conveys American cultural values all over the world. At the same time of publicizing the rationality, form rationality, efficiency, calculability and benefit maximization of McDonald's, there are irrational features, which stifle the diversity of value choice. The purpose of this paper is to criticize the irrational characteristics of McDonald's and to arouse people's thinking on social McDonald's.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719.3;G206
本文编号：2256172
[Abstract]:With the process of economic globalization and the rapid development of media, McDonald's, the representative of American fast food industry, quickly established its fast food empire in every country of the world, and spread the enterprise mode of McDonald's to the world at the same time. This model not only deeply affected the fast food industry, adapted to the requirements of the times, won the favor of the audience, but also extended to all fields of society, resulting in fast food culture. George Reese, a famous scholar, put forward the word "McDonald's" (McDonaldization) for the first time in his book "McDonald's in Society", and summed up the main contents of McDonald's "McDonald's efficiency and reliability." McDonald's predictability and McDonald's control. McDonald's has penetrated into all fields of society, and appeared the McDonald's society. On the basis of summarizing the essential factors of McDonald's, this paper attempts to use the theory of communication to analyze the communication characteristics of McDonald's and to reveal the easy communication characteristics of McDonald's. In addition, McDonald's itself not only affects other areas of American society, but also conveys American values and cultural diversity in the process of globalization. McDonald's conveys American cultural values all over the world. At the same time of publicizing the rationality, form rationality, efficiency, calculability and benefit maximization of McDonald's, there are irrational features, which stifle the diversity of value choice. The purpose of this paper is to criticize the irrational characteristics of McDonald's and to arouse people's thinking on social McDonald's.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719.3;G206
【引证文献】
相关硕士学位论文 前1条
1 林丽萍;中国大陆学术期刊“麦当劳化”探究[D];福建师范大学;2010年
，本文编号：2256172
本文链接：https://www.wllwen.com/guanlilunwen/jiudianguanli/2256172.html
