[학사] [영어 논문] American hegemony present through McDonalds in the Philippines에 대한 자료입니다.

[학사] [영어 논문] American hegemony present through McDonalds in the Philippines American hegemony present through McDonald's in the Philippines.pdf Table of Contents Chapter 1 – Introduction Background ---------------------------------------------- 1 Review of Related Literature ---------------------------- 3 Synthesis ---------------------------------------------- 22 Conceptual Framework ----------------------------------- 22 Statement of the Problem ------------------------------- 23 Definition of terms ------------------------------------ 24 Significance of the Study ------------------------------ 24 Scope and Delimitation --------------------------------- 25 Chapter 2 – Method Research Design ---------------------------------------- 27 Sample and Sampling Design ----------------------------- 27 Instruments -------------------------------------------- 28 Data Gathering Procedure ------------------------------- 28 Method of Data Analysis -------------------------------- 29 Methodological Limitations ----------------------------- 30 Chapter 3 – Results Perceived idea of fast food ---------------------------- 31 Idea of a meal ----------------------------------------- 31 Kinds of food they eat for the day --------------------- 33 First encounter with fast food ------------------------- 34 Perceived influences of eating habits ------------------ 36 Chapter 4 – Discussion Mc Donald’s eaters ------------------------------------- 37 Mc Donald’s non-eaters --------------------------------- 39 Implication of the study ------------------------------- 42 Chapter 5 – Summary, Conclusion and Recommendation Summary ------------------------------------------------ 43 Conclusion --------------------------------------------- 44 Recommendation ----------------------------------------- 45 References --------------------------------------------- 46 Appendices ------------------------------------------------ 내용요약 : eaters and non -eaters in their eating habits and perceptions of a meal? 2. Is there American hegemony present through among Mc Donald s eaters ? ..PAGE:24 24 Definition of Terms American hegemony : is defined as a phenomenon when a state is so powerful that it dominates all the other states in the system American hegemony is simply a synonym for American domination, and the principal measures of this are material resources and military power. (Mearsheimer 2001: 40). However, in this study, this concept is used in relation to the American food culture that dominates the eating habits of the Filipinos through fast food chain that is McDonald's. Franchising : Shook (1993) defined that franchising is the process of expanding a business whereby a company grants a license to an indep endent business owner to sell its products or render its services. According to the U.S. government's definition, a franchise is a legal and commercial relationship between the owner of a trademark, service mark, trade name, or advertising symbol and an individual or group wishing to use that identification in a business. In this study, it would appear as the basic marketing strategy of McDonald s that contributes to its expansion and popularity. Fast food restaurant : Fengler ( 2007 ) defined fast food re staurant as a place of business that is devoted to the preparation and retail sale of ready -to -consume food or beverages for consumption on or off the premises, primarily serves its food and beverages in disposable containers and provides disposable table ware, and provides takeout business with limited or no wait staff. In this paper, fast food restaurant will be represented by McDonald s, which would refer to as the establishment that has been growing globally and encouraged purchases from different part s of the world that it had a specific impact on the Filipinos as well. Marketing strategy: Concentrating the organization s resources on its greatest opportunities to better meet customer needs, outperform competitors, increase income, and achieve endurin g success. (Lawrimore, 2006) In this study, it would refer to different ways McDonald s approaches in order to make profit and attract customers. Such would primarily include, as mentioned in the review of literature, franchising and product development. ..PAGE:25 25 Product development : Ulrich (2004) defined it as a broad field of endeavor dealing with the design, creation, and marketing of new products. Sometimes referred to as new product development (NPD), the discipline is focused on developing systematic methods for guiding all the processes involved in getting a new product to market. Significance of the Study This study emphasize d the impact of American hegemony through McDonald s and the American idea of food in the Filipino food preference. The students and f acult y in the American studies department will also come to be aware of how American values and ideas are influential in the Filipinos choice of food and their food custom. Considering the difficulty of looking for sources on this topic in the Ph ilippine local setting, it is presume d that there have only been few studies conducted in the Philippine setting regarding the topic . At least it will briefly go over the field. It was also beneficial to the researchers for they, as American Studies majors, will have an idea on how fast food chains like McDonald s has greatly affected a person s choice of food. It will enrich the researchers understanding on the influence of American hegemony in a society that is not America in the form of food habits. Going beyo nd the influence itself, the factors on such phenomenon of Filipinos supporting what is not theirs would enlarge the researchers view on the American successful strategy in the world market as well as the role of society in influencing one s way of thinki ng. In addition this study will prove to be an opportunity for other researchers al ike in similar fields to foster in search of knowledge. ..PAGE:26 26 Scope and Delimitations The population selected in th is study was limited to only six Filipino individuals. Interviews on the overall food habits and personal history of the chosen individuals were limited only to three persons who prefer eating at McDonald s and the other three who have had no experience eating the food products from McDonald s. The research o nly considered fast food as a form of American cultural hegemony, regardless of any other possible influences of American hegemony on the lives of the eaters and the non -eaters. The conducted interview was completed with a report on their overall faithfu lness and concurrence with generally accepted facts. ..PAGE:27 27 Chapter 2 METHOD This chapter focuses on the methods of research, the respondents of the study, the instrument and other sources of data. The procedure would be discussed, alo ng with the subjects of the study. The limitation of the method would also be discussed. Research Design The comparative research method was used so that it would allow the researchers to identify the similarities and differences found in the eating hab its between the chosen McDonald s eaters and non -eaters. Specifically the in -depth interview w as used as data gathering tool in order to gather pertinent personal demographics. The particular research design w as appropriate as it provide d an accurate illus tration of the eating habits of the Filipinos that have been affected in various ways. A semi -structured interview was utilized to obtain further information about the factors influencing individual s preference on McDonald s food products. This method all owed the subject s to come up with some degree of confidence and less hesit ation to express their thoughts . Sample and Sampling Design The samples, given the characteristics needed for the analysis, w ere gathered using the purposive sampling to gather data . The criteria in choosing the participants were based on the age, citizenship, and frequency of consuming products from McDonald s. A total of 3 people who eat at McDonald s more than once a month and another group of 3 people who have no experience of ea ting food products from McDonald s was subjected to a n interview individually . The targets were those with ages ranging from 15 to 80 years old, natural born Filipino, residing for at least ten consecutive years in the Philippines . They were chosen by conv enience. The researchers will use keen observation to be able to access participants for the study. Instrument ..PAGE:28 28 This research made use of a semi -structured interview guide in order to facilitate the direction of the data gathering process and to make sure that it is both fluid and efficient. The interview guide that w as conducted with the chosen group of Filipinos contain ed questions mainly about what possibly leads the eaters to purchase McDonald s food products and their eating habits and perceptions , and the eating habits and perceptions of the non -eaters, including the brief personal history of both groups in terms of their food habits . The interview questions consist ed of more than 15 questions asking information that can be used to gather data on pref erence of food, frequency of eating out, factors influencing people to choose McDonald s, and opinion on fast food and a meal in general . A tape recorder was used for transcribing data more accurately. The frequ ency w as used in order to determine which of the gathered data will be included in the study. There was note -taking during the observation in order to analyze certain respondents for the study. Procedure A total of 3 McDonald s eaters and a total of 3 non -eaters were conveniently selected and asked to par ticipate in the study. The criteria for choosing the eaters were chosen from the acquaintances, based on their personal history of eating habits and the frequency of eating from McDonald s. On the other hand, since the non -eaters were difficult to find in the Metro Manila region, they were selected through the preliminary research. The researchers first contacted COSCA based in La Salle Taft Campus in search of Filipino indigenous people because it was expected that these people must have had no expe rience of eating at McDonald s. Having failed to get contacts from COSCA, unfortunately, the researchers decided to go to Oriental Mindoro by themselves because they found out that the Mangyan tribes resided in Mindoro through online research. Without cont acts, the researchers went to the police office in Batangas city and successfully gained information on the residence of them. Then the researchers went in to Pier by riding the SuperCat ferry ship. After about an hour when they arrived at Calapan, the res earchers went to Barangay hall to request for a help on finding Mangyans, ..PAGE:29 29 explaining the purpose. Thankfully the officers gave the researchers the exact location of the place the Mangyans resided , mentioning it would be difficult to reach there by the time because it would be a long trip again. The researchers decided to spend the night in Calapan city where they could find a small inn in which to sleep and left for Mansalay, Oriental Mindoro, where they could find three non -eaters of McDonald s. After ide ntifying the qualified interviewees , face -to -face interviews with the non -eaters were conducted at their residence. Each interview lasted about 40 minutes to an hour. The interviews with the eaters were conducted in the time and date of their conven ience. The researchers met up with the participants in their preferred venue and conduct the interview. Both the researchers were always present during each interview and the entire interview was audio recorded for the purpose of data analysis. Chosen interviewee s w ere interviewed separately with each interview lasting 30 minutes to an hour. All interviews with both the eaters and the non -eaters used t he semi - structured interview guide aim ed at understanding American hegemony present through McDonald s eater s and comparing 하고 싶은 말 / 맥도날드를 통해 미국의 헤게모니가 필리핀인들의 식습관에 미치는 영향에 대한 연구

이 자료는 레포트샵에서 제공하는 유료자료입니다.