【摘要】： 隨著經(jīng)濟全球化的進(jìn)程和媒介傳播的快速發(fā)展,美國快餐業(yè)的代表麥當(dāng)勞迅速在世界各個國家建立了自己的快餐帝國,同時向世界傳播著麥當(dāng)勞的企業(yè)模式。這種模式不僅深刻影響了快餐行業(yè),適應(yīng)了時代的要求,贏得了受眾的青睞,還延伸到社會各個領(lǐng)域,產(chǎn)生了快餐文化. 著名學(xué)者喬治·瑞澤在所著的《社會的麥當(dāng)勞化》中首次提出了“麥當(dāng)勞化”(McDonaldization)一詞,總結(jié)了麥當(dāng)勞化涵蓋的主要內(nèi)容即:麥當(dāng)勞效率、可靠性、麥當(dāng)勞的預(yù)測性和麥當(dāng)勞的控制性。 麥當(dāng)勞化已滲透到社會各個領(lǐng)域,出現(xiàn)了社會的麥當(dāng)勞化。本文在總結(jié)麥當(dāng)勞化要素的基礎(chǔ)上試圖運用傳播學(xué)理論分析麥當(dāng)勞化傳播特性,揭示麥當(dāng)勞化的易傳播特性。此外,麥當(dāng)勞化本身不僅影響著美國社會的其他領(lǐng)域,以美國文化為背景的麥當(dāng)勞化在全球化進(jìn)程中也在傳輸著美國價值觀,影響著文化多樣性,麥當(dāng)勞化在全球范圍內(nèi)傳遞著美國文化價值觀。麥當(dāng)勞化在張揚工具合理性,形式合理性,推崇效率、可計算性、效益最大化的同時,存在著非理性化特征,扼殺價值選擇的多樣性。本文主旨是對麥當(dāng)勞化的非理性化特征的批判,引起人們對社會麥當(dāng)勞化的思考。
[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.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F719.3;G206

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 林麗萍;中國大陸學(xué)術(shù)期刊“麥當(dāng)勞化”探究[D];福建師范大學(xué);2010年

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本文編號：2256172