Travelogue II: Chicago, 7-11, May, 2006: McDonald's
A. and I traveled together in Chicago. It's the first visit to this city for both of us. The city-scape of Chicago did not attract me at first sight because it appeared to me to be a world of machinery giants, while York, where I have got used to, was such a cozy town of miniature. Although this city of skyscrapers is really not my cup of tea, my 4-day stay did allow me to appreciate it, an extensively developed space that parades a very metallic and edged beauty of modernity. An intimidating friendliness, I think.
Modern theorists have commented that some international chain-stores successfully create images of a universal nostalgia for every global citizen. That is, whenever and wherever you travel, no matter how exotic the place is, once you see the signboard of, for instance, McDonald's, Starbucks, etc. (sorry that my examples are extremely limited, please help me with the list if you come up with any idea), your feeling of estrangement and fatigue as a traveler (if there is any) will be soothed and eased.
For a list of nostalgic objects like this, McDonald's can hardly be forgotten.
If my suggestion is valid, as an object of universal nostalgia, McDonald's should have worked hard to keep its appearance no matter where it locates. However, A. and I found interesting how McDonald's has managed to accommodate itself in Chicago by disguising its trademark: a golden arch against red background. There was a green-yellow McDonald, organic burgers perhaps?! A golden royal McDonald's; and a McDonald's imitating the famous signboard of the Chicago Theatre. There could be a complex cultural discourse behind these changes. But somehow this effort of McDonald's reminds me of a trend in the market of stuffed toys.
It can be a Winnie the Pooh in the outfit of a black cat. Or 
a Hello Kitty pretending to be a rabbit, or
Kitty as a tiger (cat and tiger are not that different though...), and
Winnie is disguised as a Paddington Bear! :-O
Yes, I know my imagination has gone too far apparently. But I do feel a very interesting connection between the two incidents. The disguise, or camouflage, might have been created only for fun, but it also satisfies a variety of exotic imaginations of their prospective patrons.
Maybe it's time to stop before I ruin this interesting observation...
McDonalds have always tried to adapt their store façades to blend, to some extent, with the surroundings. McDonalds in York is an example of this too, using a golden M on a stone façade.
ReplyDeleteHowever, I personally do not find seeing McDonalds a comforting sign when I travel. Rather I see it as a sad statement of our times where our local identities are stolen by large corporations. Cities lose their uniqueness by having the same options as the next city.
I would much rather find a city of local stores and restaurants. I know people argue that at least if you see a chain restaurant then you know what you will get, but where is the adventure in that? Travel in particular should involve the discovery of new cultures and experiences.
Indeed it's not a pleasant sign.
ReplyDeleteNowadays I constantly wonder why York bothers to introduce those large corporations into its compact citycentre. I still have doubt whehther I really want a H&M, Zara, or modern department stores in this nice small city.
The small golden arch of York McDonald's blends into the streetscape quite well I suppose. When I just arrived in York, I didn't notice that it's the fastfood restaurant until I got really close.
I should get a snap of it.
i really really adore those snaps you posted on flickr
ReplyDeletei want to go to america sometime, or canada, and china
i need to go to places where being big is normal coz i want to know what it feels like...
write more sweet, write more
Your phrasing is interesting, "being big is normal". :-)
ReplyDeleteIt's worthwhile to visit these big countries indeed!
Somehow people feel big when being in a place where "being small is normal", while they will start feeling small when they are placed in a place where "being big is normal".
At least to me, it's also a good lesson of humility.
Perhaps that is why America has such a big problem with obesity. People are trying to compete with the size of their nation. ;)
ReplyDelete???
ReplyDeleteAndy, you are too naughty!
But maybe my earlier reply caused confusions.
What I meant was not about physical size... I am talking about pride and humility, and about how every individual positions him-/herself in relation to the whole world. 8-)