In conclusion, due to its phenomenal growth, McDonalds does represent American cultural imperialism. Many of these fast food chains originated from the U.S. and have spread globally, catering to the needs of the people all over the world. McDonalds also alters its regional menus to conform to local taste. He liked to tell people that he was really in show business, not the restaurant business. Personal preference should be the top most consideration before globalization becomes totally viewed as an intruder rather than an asset (Keith). But for McDonalds, they see this move as merely providing people another option, another choice for the people of what to eat. It is a concept wherein it determines a persons preference, which is connected to his cultural background. Due to the controversies and complex nature in constituent terms of the concept Cultural imperialism, most attempts to define it end up creating abstract complexities in the name of definition (Tomlinson, 1991; Barnett, 1997). A household name, McDonalds has spread all over the land, establishing branches in six out of the seven continents there is. I do not have many childhood memories of McDonald's because it came only in 1996 to India, and then, was very much limited to metropolitan cities. Today, the west does not have to physically occupy other lands. The study by Curtis et al (2007), found that presence of female gender, higher income levels, younger adults, the existence of children in the home and the positive opinion concerning the taste of the western food are the determining factors for the choices of type of food people make. 1 '' '' Different countries and cultures around the world have different needs and wants thus becoming an expression of global culture bring a common thread to pull together different cultures from around the world into one global fast food culture. Gramscis concept of cultural hegemony is pertinent in the modern day not because of the likelihood of a local property-owning class oppressing the poor, but because of concern that rising globalization will permit one culture to so completely assert its power that it drives out all competitors. Why? According to this view of world power the control of culture is seen as far more important than the control of political and geographic borders. For example, movies such as Coming to America, Falling Down, Moscow on the Hudson, Time after Time, Sleeper and Ten Men, have symbolised the American culture through McDonalds (Ritzer, 1996).
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