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“We must use terministic screens, since we can’t really say anything without the use of terms; whatever terms we use, they necessarily constitute a corresponding kind of screen; and any such screen necessarily directs the attention to one field rather than the other. Within that field there can be different screens, each with its ways of directing the attention and shaping the range of observations implicit in the given terminology. All terminologies must implicitly and explicitly embody choices between the principle of continuity and the discontinuity.”

Where would the world be in this day and age if everyone had the exact same experiences, exact same thoughts, and the exact same dreams? To think of such things is ridiculous. Humans would be nothing more than robots, all programmed to think and function in the exact same way. Each individual in the world has their own experiences, none of which that are identical. Not one person was raised identical to another. For every person there comes a screen, and for every experience an individual encounters comes another screen. Think of screens like this. A photographer has many different lenses. Each lens comes with their own unique qualities. So when the photographer switches his lens he is switching the entire picture. In regards to humans we are the

photographer and each experience gives us a different view on things. The result of this gives us another screen. Writers and theorist are no exception to this. Newspapers and publications would not have such an impact on the world if every person had the same view on things. We take in information from one and another and twist it all around in our heads to come up with our own individual ideas. Real life examples of this our seen everywhere. An issue I wish to address is how different people interpret the phenomenon, globalization. To help support this paper I will give examples from different authors to help portray the idea of that people see things in different ways. Also, I will discuss a representation of how the McDonalds Corporation effects globalization, and how globalization affects Mcdonalds.

…is the process of corporate structuring that focuses on a company’s core competency on a single, worldwide market, creating growth and profit opportunities through synergies and efficiencies in engineering, sales, purchasing, production and distribution.

…is implementation using multi-disciplined solutions developed by personnel empowered to provide local decisions in a horizontal or matrix organizational structure. Global managers must be aware of the implications of their decisions to all areas of the company in order to maximize overall profitability.

…creates synergies and economics of scale by outscoring non-core activities, combining purchasing

volumes and centralizing core-related and supported activities to optimize efficient operation. Production and distribution are consolidated to create timely and cost-effective supply of products and services to the customer.

…can be created without staff reduction, or in a company with zero international sales, through acquisition, joint venture, co-production, licensing and other legal structures.

…is a vision and thought process as well as a structural process, with both internal and external impact. It affects employees, customers and suppliers. The fundamental precepts of the vision are free flow of commerce, labor and capital, and belief in an individual’s ability to significantly and favorably impact larger social and economic systems.

…has a frenzied pace and is a dramatic force of worldwide supply and demand. Companies adjusting to its speed discover the force of change is greatly in their favor. Those who cannot adjust find they cannot escape or avoid competitive forces created by this process.

After reading this paper you may be thinking “now what is globalization?” There is not a set definition for globalization. Globalization is a term that is described in many different ways. Each of these writers made their own definitions based on what they have discovered and examined. Globalization can mean many things and not one of these is a false statement or a true statement. After reading over many authors views most of them have one screen, as opposed to author Thomas Friedman, who looks at globalization as a six dimensional concept.

“Globalization is too complex a system to be explained by grand theories alone. It’s hard to grasp”(21).

Friedman addresses that he doesn’t have all the answers. Globalization is a tough term to explain in just a few sentences. This is one reason why Friedman gives real life examples of globalization in action. Friedman in a way takes a conservative stand on globalization. He believes that globalization is a good thing when used in the right ways. In Friedman’s “Tourist With an Attitude” he compares and contrasts the cold war system and globalization. Friedman says that cold war was all about separation and globalization has to do with integration. Overall Friedman, looking through my lens at his work perceives globalization as a good thing, but thinks that America is trying to influence Americanization on other countries and cultures as opposed to a more balanced form of globalization. To further understand this issue you cannot merely rely on one author for your information.

Sherle R. Schwenninger has a different view on America being the leader of the pack. She believes America should step down as the leader and give way to other countries. “our objective should not be to make every country a liberal democracy but to create a structure of world order that would make it easier for countries to move in that direction if they so choose”(31) This author would like a

new system to be set into place that would have the U.S give an opportunity for other countries to balance out the power. This author takes the side of the middle-class countries wishing to be more involved. For a person who has just recently been exposed to the concept of globalization their view at the beginning of their research will be different than that of the beginning.

My views of globalization are still forming in my mind. To me globalization is truly a remarkable system. It’s the process in which the world has no restrictions on trade and communication. And each country is an inter-linking part to the world. To me globalization is neither good nor bad. Globalization has definitely been a positive for many American companies. For example, McDonalds has made its mark in the global market. For many countries Mcdonalds is the only thing that has American influence on them. This all seems good but some countries are not so accepting to this form of globalization. I would like to see Mcdonalds go into only countries that are willing to have them there and not force themselves on countries. I also believe that their should be a ban on sweatshops in other countries. If the goal for America is to aid in the development of other countries then we should be increasing

the workers pay, and in doing that it makes the standard of living much higher. I totally understand that this is merely business strategy but doesn’t seem to me to be a very ethical way to do things. Mcdonalds has to deal with many issues such as this and many are viewing globalization as Mcdonaldization.

Mcdonalds is a prime example of a company conducting business in other countries. Mcdonalds serves 45 million every day in 29,000 restaurants in 120 countries. Mcdonalds has expanded all over the globe. They don’t just bring happy meals to the country they bring a piece of American culture with them. To help illustrate some points I will use a portion of “China’s Big Mac Attack” Many could not imagine a company going into a culture that was so oblivious to what even America was all about. Hong Kong’s first Mcdonalds opened in 1975 by a man named Daniel Ng. He promoted his country as a reflection of American culture. The business didn’t attempt to compete with Chinese fast food restaurants in fear of forming bad relations. So they kept every thing in English writing.

McDonalds has started a revolution throughout the world and doesn’t show any signs of slowing up. “Globalization is different from anything our world our

world has ever witnessed; instead of fighting and forming alliances, we are working together to form a new international system, based on technology. Countries that do business together in a sense form alliances that can be vital when dealing with political issues.” Elliott Hughes wrote in “Phillip Morris through Globalization” McDonalds bring this idea to every store in every country. Many protestors throughout the world oppose the movement of the McDonalds giant. These protestors believe that through McDonalds putting up stores in other countries they are putting American flavor and values into their society. Some welcome this with open arms and many others don’t.

Is Globalization a good thing? It all depends on who you talk too. Like any other movement it has its ups and downs and inbetweens. McDonalds has paved a way to success in the global market, and also global affairs. They have become much more then just a fast food chain. Through are terministic screens we develop our own view on things. Globalization is on the minds of every country in the world and is not about to slow down. Some say America is the dominant power spreading its culture throughout the world, whether a nation wants that influence or not. You can

argue and hide from the truth all you want, but the world is being revolutionized and who knows when it will end.

Burke, Kenneth. “ Language As Action: Terministic screens.” Language AS Symbolic Action. The Regents of the University of California: The University of California press, 1966.
Freidman, Thomas. “Tourist With An Attitude,” Ch. 1 from The Lexus And The Olive Tree. New York: Farrar, Stratus, and Giroux, 1998
Princeton, N.J.: Princeton University Press, 2000 Schwenninger, Sherle R. “Seeking A Stable World.” The Nation, 8 May 200: 30-32

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