Globalización y manipulación ideológica mediante la publicidad sobre fast food

Abstract

Globalization is not only living in the McLuhan (1993) global village, but involves negative aspects for the culture of «developing countries», because they are put under impositions in the economic, social, cultural, political, and ideological orders by the nations that lead this new way of being and being in the world (Martin Barbero, 2001). Venezuelan gastronomy does not escape to such influence, which is approached in this work with the objective of describing the discourse of the ideological manipulation carried out by globalization/mcdonaldization, through the fast food advertised by the mass-media. The Lotman Semiotics of the culture (1996, 1998, 1999) perspective was used for this analysis, to scan the advertising about the chains of fast food store broadcasted by the mass-media. Results reveal the establishment of a new cultural pattern of consumption focused in the so called junk food which is sold by the diverse chains of fast food store that work in Venezuela. Besides to threaten of bringing to Venezuela the obesity problem from the powerful nations with long tradition in this type of food (and way life), preliminary conclusions demonstrate the ideological manipulation undertaken by globalization with hegemonic purposes. This was very well coined in the expression «the mcdonaldization of society» (Ritzer, 1993, 2006; Andacht, 2005) as an evidence of the current symbolic violence presents in the world (Bordelois, 2004; Bourdieu, 2005; Tarasti, 2006; Finol, 2006).