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《James Watson-Golden Arches East_ McDonald's in East Asia, Second Edition-Stanford University Press (2006)》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、GoldenArchesEastGoldenArchesEastMcDonald'sinEastAsiaSecondEditionEditedbyJamesL.WatsonPrefacetotheFirstEditionItseemsappropriatetobeginwithabiographyofthisproject.Whyfastfood?HowdidfiveanthropologistsfindthemselvesdoingethnographicstudiesofMcDonald'sinEastAsia?Thisisnotthesortofstudymostpeoplethi
2、nkofasthepropersubjectofanthropology.ImustconfessthatIwasdrawnintothisprojectbycircumstancesnotofmyowndevising.In1989RubleWatsonandImadeourannualvisittoavillageinHongKong'sNewTerritories,justsouthoftheoldAnglo-Chineseborder.WehavebeendoingfieldworkintheNewTerritoriessincethelate1960s,concentratin
3、gontopicsthatexciteanthropologists(ifnotalwaysthegeneralreader):lineageorganization,inheritancepatterns,ancestorworship,geomancy,popularreligion.Eachyearwelookedforwardtotreatingourhostfamily,includingtwogodsons,todimsam(teasnacks)inYuenLong,amarkettownthathasevolvedintoaboomingcity.Soonafteroura
4、rrivalinearlyJanuary1989,ourfriendsproposed:"Let'sgotothenewplace.That'swherethekidswanttoeat."Later,asweemergedfromourtaxi-van,Ilookedupandthere,loominginfrontofme,wasagigantic,three-story,sparklingnewMcDonald'srestaurant.Myfirstreactioncanbestbedescribedassensorydisorientation:WherewasI?Irememb
5、ermutteringtoRuble,"Ididn'tflyallthewayfromBostontoeatatMcDonald's!"ButofcourseIdid,andhavecontinuedtodosooneverysubsequentvisittotheNewTerritories.Inthelivesofmygodsonsandtheiragemates,McDonald'sisacentralinstitution.Theyaretransfixedbytheplaceandconspireinevermorecreativewaystoeatthere.Finally,
6、afternumerousvisitstotheYuenLongMcDonald's,itdawnedonmethatsomethinghadtobedoneaboutthisphenomenon:itwasclearlytooimportanttoignore.ItalkedfourcolleaguesintojoiningmeincomparativestudiesoffiveEastAsiansettings.Eachofusreportsimilarflashesofastonishmentwhenwediscoveredhowdeeplyfastfoodchainshadaff
7、ectedthelivesofpeoplewethoughtweknewwell.TheGoldenArcheshavebecome,asreaderswellknow,aniconofinternationalbusinessandpopularculture,recognizednearlyeverywhereontheplanet.Ninety-sixpercentofAmericanchildrenarefamiliarwi
