Le métissage à l’œuvre dans la communication des multinationales

• Main Authors: Chadi El Nar, Stéphane Dufour
• Format: Article
• Language: fra
• Published: Université Laval 2021-06-01
• Series: Communication
• Subjects: metissage; marketing; McDonald’s; France; Lebanon
• Online Access: http://journals.openedition.org/communication/13559

The transformation of the notion of métissage into a concept, even a paradigm, has replaced questions about marketing recommendations made to enterprises with a more in-depth analysis of the interweaving of cultures found in their public communications. The subject of the authors’ analysis is McDonald’s. Research was conducted in two countries, France and Lebanon, selected because the cultural tensions in them are likely to make métissage in communication stand out more clearly. The analysis uses a corpus produced by McDonald’s between the early 2000s and the mid-2010s. That analysis is combined with a discourse analysis of material collected from national head offices of McDonald’s and semistructured interviews conducted in Lebanon.