McDonald's: Snaha o změnu reputace společnosti
Loading...
Date
2025-08-22
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Cílem této bakalářské práce je "pohlédnout" za tzv. zlaté oblouky společnosti McDonald's a poskytnout přehled změn a opatření, které firma McDonald's použila ke zdánlivě efektivní změně své reputace. Bude také hodnoceno, jak tyto snahy ovlivňují vnímání a postoj veřejnosti k této společnosti. Pro dosažení cíle této práce zde bude popsán vývoj firmy, strategie rozvoje a uskutečnění změn ve výrobě a nabídce fastfoodového řetězce, s důrazem na vizi zakladatelů na začátku výstavby impéria McDonald's. Kromě toho je v práci věnována i část tzv. McDonaldizaci společnosti. Následně k potvrzení mého tvrzení o snaze firmy McDonald's o zlepšení image po negativní kritice slouží srovnání dvou děl charakterizující firmu McDonald's z různých pohledů: biopický film Zakladatel (2016) a do kontrastu s ním je postaven dokument Super Size Me (2004).
The aim of this bachelor's thesis is to "look" behind McDonald's so-called Golden Arches and to provide an overview of the changes and measures the company has used to build up seemingly effectively alter their reputation. It will also evaluate how these efforts have affected public opinion and attitudes towards the company. To achieve this objective, the thesis will document the development of the company, corporate strategy and the changes in the production and operating strategies. Particular emphasis will be given to documenting the changes of the founders' vision throughout the development of the McDonald's empire. Due to the profound influence the corporate exerts, not only on American society but also on the world overall, a part of the thesis will document the process of McDonaldization. Subsequently, a discussion of two films that explore ethos of the McDonald's company from different viewpoints will seek to corroborate the claim that the company has recently tried to improve its image in a reaction to negative criticism. Thus, criticism in the documentary "Super Size Me" (2004) will be contrasted with the recuperative publicity strategies biopic film "The Founder" (2016).
The aim of this bachelor's thesis is to "look" behind McDonald's so-called Golden Arches and to provide an overview of the changes and measures the company has used to build up seemingly effectively alter their reputation. It will also evaluate how these efforts have affected public opinion and attitudes towards the company. To achieve this objective, the thesis will document the development of the company, corporate strategy and the changes in the production and operating strategies. Particular emphasis will be given to documenting the changes of the founders' vision throughout the development of the McDonald's empire. Due to the profound influence the corporate exerts, not only on American society but also on the world overall, a part of the thesis will document the process of McDonaldization. Subsequently, a discussion of two films that explore ethos of the McDonald's company from different viewpoints will seek to corroborate the claim that the company has recently tried to improve its image in a reaction to negative criticism. Thus, criticism in the documentary "Super Size Me" (2004) will be contrasted with the recuperative publicity strategies biopic film "The Founder" (2016).
Description
Subject(s)
fastfoodové stravování, socioekonomická nerovnost, McDonald's, Americký sen, zdravotní potíže související se stravováním, zlaté oblouky