Zeitschrift für Massenkommunikation und Journalismus

Fast Food, Families and Advertising as a Cultural Site

Abstract

Gene Burd

Fast food advertising seeks to persuade fractured families that the atmosphere of home consumption of food can be fused into fast food outlets as part of popular culture. Fast food is niche-marketed as a desirable community ritual with slogans, songs, toys, and architectural décor. This synthesis of studies traces the ties of food, family and home to socialization, gender roles, power, identity, convenience, time, work, civility, nutrition, changes in food production and service, parenting, and the popularity of the car.