Renovating Ronald Redux
So having abetted the atomization of American society, undermining traditional rituals of eating that once fostered polite society and turning food into on-the-go fuel, McDonald’s now wants to present the simulacrum of what it helped destroy, an ambiotronic environment in which the semblance of civility is exhibited for maximum marketing appeal. It wants to cater to the illusion that people have time to hang out, that people enjoy being in public with strangers, that its own food is something to be savored rather than inhaled on the run. The corporation can subsidize a few people hogging the comfy chairs and watching the TVs in order to give its bread-and-butter customers – the harried single people in a hurry – a warm, fuzzy feeling about what they are about to eat, as if a Big Mac can give them access to the laid-back linger-zone life by proxy. But most people, McDonald’s knows, don’t really want to linger. Rest assured, regardless of the redesign, the heart of McDonald’s will remain as hard a plastic as ever.