December 1, 1999 - Global Lunch Lunch in France
In France, Jose Bove is celebrated as a hero for vandalizing a McDonald's under construction near his home in the French countryside. His basic complaint is against American tariffs of luxury foods. He views high tariffs on foods produced in his region of France--Roquefort cheese, pate de foie grasÑas unfair. McDonald's is merely a symbol of his anger. But France's President Jacques Chirac has announced publicly that he dislikes McDonald's food.
From another perspective, Bove's campaign against Mcdonald's is part of a social and political movement in France that is a war on 'McDomination' and anti-globalization. It goes to the heart of life in France including "a general annoyance with the power of the American economy and a nostalgia for a way of life, including long lunches, that is disappearing yet still held in high regard. Every year, new McDonald's franchises open and flourish in France." (New York Times, October 12, 1999; p.1 & A4).
Lunch in Mexico
In Mexico traditional three hour-lunches have practically vanished because of new work hours for government employees that limit lunch to one hour and end the day at 6 P.M. instead of the previous 10 P.M. Although it has resulted in a variety of different behaviors, an important change is that government workers accomplish more in the morning because they are motivated to get work done by 6 P.M. Also, they don't return in the afternoon groggy from the traditional three-hour lunch that is usually accompanied with alcoholic beverages (New York Times, October 17, 1999).
Some Mexicans view this as a positive change while others hope for the return of the three-hour lunch. Although this revision of a long-held cultural practice was a method to improve productivity to avoid the periodic economic crisis that Mexico confronts, to some extent, as in France, it is a response to the pressures of globalization.
The Culprit
Jimmy Carter, as President of the United States during a period of economic difficulties, frequently criticized American businessmen and scolded them for their "Three Martini lunches." Apparently, the short, sober lunch is spreading throughout the world and not everybody is happy about it.The Root of the Problem
A recent two-page advertisement in the New York Times on November 15, 1999 displays a series of pictures including:
- A highway cloverleaf with the question: Is this Los Angeles or Cairo?;
- A parking lot full of cars with the question: Is this Seoul or Detroit?;
- An office crammed with computers with the question: Is this Atlanta or Tokyo? and
- A well-stocked aisle in a supermarket with the question: Is this India or London?
The last picture is a neon-lit McDonald's Golden Arch with the statement: Any answer will do.
The headline of the ad is "Global Monoculture" and explains that 'Economic globalization, and the rules of the world Trade Organization, are homogenizing global cultures and values; soon every place may be just like every place else. Supposedly, this brings efficiency and growth: "the rising time lifts all boats." Alas, it's only lifting yachts.'
Web Exercise
What is the meaning of lunch in your culture? Has lunch changed in recent years? Has lunch or any other food ritual been affected by the forces of globalization? If so, are there any social, political or economic implications of the changes? Has any anti-globalization or United States sentiment been expressed?
Using the Internet and World Wide Web try to find evidence that either supports or refutes the experience in France and Mexico and the observations of the newspaper ad cited above, that even the lunch habits of people around the world are becoming more similar.
Two interesting sites that can be used to begin your search are http://www.indiaseek.com/Society_and_Culture/Food_and_Drink/ which is a page that offers considerable information on Indian society and www.hanwei.com/culture/food.htm, a page that discusses Chinese food and drink.
As a challenge to the globalization of food I offer a recent experience. On a short visit to Tucson, Arizona I ate lunch on successive days in Indian, Ethiopian, Mexican, Chinese, Guatamalan, and Italian/Continental restaurants. This, despite the fact that McDonald's and other fast food chains were on every corner.
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