Mcdonald's: Grotesque Method and Metamorphosis of the Three Spheres: Mcdonald's,Mcdonaldland,and Mcdonaldization

Abstract

In this article we pull together and apply the shards of grotesque method to McDonald's Corporation. Grotesque method was first used by Mikhail Bakhtin in his 1940 dissertation, and is the basis of his later work. We demonstrate the grotesque method in an intertextual analysis of three spheres: McDonald's corporate grotesque body, McDonaldland grotesque bodies, and McDonaldization of the earthly global body.