La lógica del exceso en los restaurantes de comida rápida

Abstract

Obesity is considered as one of the main problems for public health. The USA urban model of feeding, illustrated through the system of fast food restaurants, is extended all over the world, translating the worry and the consideration of obesity as a pathology with severe consequences. We analyze here the values and symbolism of McDonald’s. Our thesis poses that the logic of excess, the symbology tied in and through the environments, and the question of obesity are linked together, creating a subtle discourse that reinforces the obesity stigma. The metaphore of excess takes a central part in the messages, ambient and designs, from the interiors advertising to the presentation of meal and the clients programs of behaviour. We conclude that McDonald’s fits well with the social characteristics associated to the concept of postmodernity (simulacra, superficiality, ephemeral or liquid social interaction). We don’t think about the contribution of fast food to obesity. To talk about McDonald’s is the same than to associate obesity with a very criticized image of feeding, and therefore, to establish the discourse about fatness and corpulence in the domain of social stigma and rejection.