Home to Mcdonald's. the Domestication of Mcdonald's in Sweden

Fast food is regularly referred to as a symbol of decline - of cooking skills, families, and the community at the dinner table. With inspiration from theories on domestication and Actor Networks, and using examples from studies from McDonald’s in Sweden, this paper argues that McDonald's restaurants can in fact be regarded as a home and the meals eaten there as "proper" family meals. A meal at the restaurant is for many parents the easiest is a way of up-holding family life, but also of creating ‘family’ and ‘home’ in new ways.


Helene Brembeck (2005) ,"Home to Mcdonald's. the Domestication of Mcdonald's in Sweden", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 256-261.


Helene Brembeck, Center for Consumer Science, Goteborg University


E - European Advances in Consumer Research Volume 7 | 2005

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