Two central concepts are relevant to define for the topic of this thesis. Firstly, the connection of food and culture needs to be clarified. How significant is food in the realm of culture? What cultural
characteristics can be examined through the study of food? Secondly, the notion of cultural influence needs to be resolved. What determines cultural influence? What effects does the process of cultural influence have?
Food is a day-to-day activity that involves every human being. Daily nutrition intake is essential to keep the vital body functions intact and is therefore a biological necessity. But food is more than that. Unlike animals, human beings transcended the stage in which instincts of survival determine the action of satisfying hunger. Food is bought, prepared, and consumed in every society around the globe. Food is not only basic principle of every economy, the activities around food have created a tremendous spectrum of different ways and meanings amongst all the peoples of the world. This makes food a particularly interesting topic for cultural anthropologists, as Carole Counihan and Penny Van Esterik conclude, “food is life, and life can be studied and understood through food.”1Indeed, food as subject is of such interest that Alan Davidson recently published the extensive reference work “Oxford Companion to Food.”
Table of Contents
- Chapter 1. Introduction: Theory and Method
- Chapter 2. American Influence in East Asia
- Chapter 3. McDonald's in East Asia - The Philippine Example
- 3.1. Traditional Fast Food in the Philippines
- 3.2. McDonald's Enters the Philippines
- 3.3. Jollibee and McDonald's Today
- 3.4. Jollibee and the McDonald's System
- 3.5. Fast Food Marketing and Filipino Values
- 3.6. Jollibee, McDonald's, and the Philippine Consumers
- 3.7. Taste - Standardization and Adjustment
- 3.8. Bread, Rice, and Filipino Politics
- 3.9. Consumption Patterns: Rice vs. Wheat
- Chapter 4. Findings and Conclusion
Objectives and Key Themes
This thesis aims to examine the influence of American food culture on the Philippines, focusing specifically on the fast-food industry. It explores the intersection of food, culture, and identity, analyzing how American fast-food chains have integrated into and adapted to the existing Filipino culinary landscape.
- The relationship between food and cultural identity in the Philippines.
- The impact of American fast-food chains (e.g., McDonald's) on Filipino food culture.
- The strategies employed by American fast-food companies to adapt to the Filipino market.
- The comparison between American fast food chains and local competitors like Jollibee.
- The evolution of Filipino food consumption patterns in the context of globalization.
Chapter Summaries
Chapter 1. Introduction: Theory and Method: This introductory chapter establishes the theoretical framework for the thesis, defining the relationship between food and culture. It explores the concept of cultural influence and how it manifests in food practices. The chapter lays out the methodology for analyzing the impact of American influence on Filipino food culture, focusing on the significance of food in the process of enculturation and the complexities of food as an open cultural system, referencing works by Counihan and Van Esterik, Davidson, and Tolksdorf to establish its theoretical grounding. The chapter sets the stage for a nuanced examination of cultural exchange in the context of Filipino foodways.
Chapter 2. American Influence in East Asia: This chapter provides a broader context by examining the general influence of American culture on East Asian countries. It lays the groundwork for understanding the specific case of the Philippines by exploring common trends and patterns in the region. The chapter likely establishes a comparative framework for understanding the unique aspects of American influence on Filipino food compared to other East Asian nations, setting the stage for a more focused analysis in subsequent chapters.
Chapter 3. McDonald's in East Asia - The Philippine Example: This chapter delves into the specific case of McDonald's in the Philippines, analyzing its impact on the local food culture. It provides a detailed examination of McDonald's adaptation strategies, its interaction with local competitors like Jollibee, and the effects on Filipino consumer preferences and consumption patterns. This chapter likely explores the interplay between American fast-food standardization and the adjustments made to suit local tastes and values, highlighting how globalization shapes both cultural exchange and culinary innovation within the Filipino context.
Keywords
Filipino food culture, American influence, globalization, fast food, McDonald's, Jollibee, cultural identity, consumption patterns, cultural adaptation, culinary system, enculturation.
Frequently Asked Questions: A Comprehensive Language Preview
What is the overall topic of this thesis?
This thesis examines the influence of American food culture, specifically the fast-food industry, on the Philippines. It explores the complex interplay between food, culture, and identity, analyzing how American fast-food chains have integrated into and adapted to the existing Filipino culinary landscape.
What are the key themes explored in this thesis?
The key themes include the relationship between food and cultural identity in the Philippines; the impact of American fast-food chains (like McDonald's) on Filipino food culture; the adaptation strategies of American fast-food companies to the Filipino market; a comparison between American chains and local competitors such as Jollibee; and the evolution of Filipino food consumption patterns within the context of globalization.
What is the structure of the thesis?
The thesis is structured into four chapters. Chapter 1 establishes the theoretical framework and methodology. Chapter 2 provides a broader context by examining American cultural influence in East Asia. Chapter 3 focuses on McDonald's in the Philippines, analyzing its adaptation strategies and impact on local culture. Chapter 4 presents the findings and conclusions.
What specific case studies are examined in the thesis?
The primary case study is McDonald's in the Philippines, examining its strategies for market entry and adaptation within the Filipino context. The thesis also compares McDonald's to a significant local competitor, Jollibee, to highlight the dynamics of cultural exchange and competition within the fast-food industry in the Philippines.
What theoretical frameworks are used in the thesis?
The thesis draws upon existing literature on the relationship between food and culture, exploring concepts of cultural influence, enculturation, and the complexities of food as an open cultural system. It references works by scholars like Counihan and Van Esterik, Davidson, and Tolksdorf to establish a strong theoretical grounding for its analysis.
What are the key findings of the thesis (as previewed)?
While the full findings are presented in Chapter 4, the preview suggests the thesis will explore the nuanced ways in which American fast-food chains have adapted to the Filipino market, the impact on consumer preferences, and the ongoing interplay between global standardization and local cultural adaptation in the Filipino culinary landscape.
What are the keywords associated with this thesis?
Keywords include Filipino food culture, American influence, globalization, fast food, McDonald's, Jollibee, cultural identity, consumption patterns, cultural adaptation, culinary system, and enculturation.
What are the chapter summaries as previewed in the document?
Chapter 1 lays the theoretical groundwork and methodology. Chapter 2 examines broader American influence in East Asia. Chapter 3 delves into the McDonald's case in the Philippines, including its adaptation, competition with Jollibee, and impact on Filipino consumers. Chapter 4 presents the findings and conclusions.
- Citar trabajo
- Philipp Kleinfelder (Autor), 2004, American Influence on Filipino Food Culture - A Case Study, Múnich, GRIN Verlag, https://www.grin.com/document/47335
