Mixed Blessings

The Mighty McDonald’s, Cheap and Proud of It, Heavyweight Humor, Etc.

Nothing like academic denunciation to restore one’s confidence. Amid high-level shake-ups and agency shifts, McDonald’s executives may not feel like masters of the mealtime universe. But they can take solace in knowing the company’s critics regard it as omnipotent. Witness a communiquƒ from Penn State about a new book by Dr. Joe Kincheloe, professor of cultural studies and pedagogy. “The manipulation of media has allowed McDonald’s a level of access to human consciousness never before imagined by the most powerful dictator, Kincheloe says.”