Power of McDonald’s ‘Happy Meal’: Globalization of American Culture and Value

By Joanne Jung-wook Hong.

Published by The Global Studies Journal

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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.

Keywords: Ideology, Intertextuality, Happy Meal, McDonald’s, American Animations, Globalization, Critical Discourse Analysis (CDA)

Global Studies Journal, Volume 2, Issue 2, pp.143-154. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.201MB).

Joanne Jung-wook Hong

PhD Candidate, Department of Linguistics, Macquarie University, North Ryde, NSW, Australia

Joanne Jung-wook Hong is a PhD Candidate in Department of Linguistics in Macquarie University. She is working on Critical Discourse Analysis, Intertextuality and Ideology in Discourse.


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