Friday, June 30, 2006

Golden-Arched Sanctuary

Here’s an unusual theory on why McDonald’s is so popular overseas: It’s a sanctuary for culture-overloaded tourists.

Indeed, despite its vaunted reputation as a juggernaut of American culture, McDonald's has come to function as an ecumenical refuge for travelers of all stripes. This is not because McDonald's creates an American sense of place and culture, but because it creates a smoothly standardized absence of place and culture — a neutral environment that allows travelers to take a psychic time-out from the din of their real surroundings. This phenomenon is roundly international: I've witnessed Japanese taking this psychic breather in the McDonald's of Santiago de Chile; Chileans seeking refuge in the McDonald's of Venice; and Italians lolling blissfully in the McDonald's of Tokyo.


[HT: Arts & Letters Daily ]

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