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Abstract

This article reports an analysis of the Chinese discourse on McDonald’s during three historical periods: 1978-1991, 1992-2000, and 2001-2012. It finds that the Chinese discourse had gradually diversified in its content and agents involved. It argues that the evolving meaning of McDonald’s in China was a product of, and closely reflected, China’s pluralizing political and economic structure. The Chinese case illustrates that, to acquire a balanced and nuanced understanding of brand meaning, scholars should not only examine agency but also structure so as to avoid the pitfalls of either blind pessimism or naïve optimism.

Keywords

China McDonald’s agency structure brand meaning discourse analysis macromarketing

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Revisiting the Golden Arches in China

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