And so went the first couple of weeks of Spring Semester, 2005. My graduation date is now slated to be May 14. Following that, the world’s biggest party ever is supposed to be in the works. For some, getting a college degree is about just going to classes and getting a remarkably expensive piece of paper that certifies that its reciepient has earned some particular credential. For me — now that I’m finally graduating from college, 11 years after I graduated from high school — it’s about a long, meandering education, coupled with more persistence than what I thought I had in me — not to mention, the many unexpected places I have now been.
Before I graduate, I, like all the other business school students, have to take a “capstone” class that is supposed to wrap up everything into one course: Strategic Management. Taking this class would be kind of like the first year of law school, except I still have time for at least a few of my “life outside of study” activities. But in any case, we do have to work in teams, and the more we get together, the better our grade for the class will turn out.
One of the assignments for the class is to go through a case study and analyze said company to the extent of producing a remarkably long report. Between myself and a partner, this will take over a month to do all the research and write the report. We’ll have to do a presentation on March 3. This is going to suck.
Our case is about McDonald’s. The actual case study in the textbook is about the beef fries controversy, which involved a class action lawsuit over the fact that McDonald’s used beef tallow in their formula for french fries and passed off those fries as “vegetarian friendly.”
Over the course of the 20th century, McDonald’s became quite the cultural institution for America. The “Mc” in the name has become a prefix to represent shallow materialism and business practices that pervert human dignity. “McMansion,” a word used to describe a big house built on the cheap, makes for a great example of the use of “Mc” as a prefix.
McDonald’s, while it built a remarkably efficient and profitable business model, has caught a lot of controvery over the past couple of decades. The ridiculous misinformation campaign over the spilled coffee case — whereupon a McDonald’s patron received third degree burns from spilling coffee in her lap — was remarkably effective at misleading the public over a very important legal issue. The lawsuit over McDonald’s nutrition standards (you know, the standards that make McDonald’s patrons fat) was rightfully dismissed, but also added fuel to a growing fire over whether this cultural institution is itself a slice of fat that should be trimmed from our society.
And here lies the dilemma for my generation. Of all the 20th century American cultural institutions, which are worth carrying over to the 21st century? We do have the power to vote with our dollars and even at the polls on election day, when important matters of public policy help steer this big ship on a new course. Businesses like McDonald’s, Wal-Mart, and Krispy Kreme have (in my mind) come to represent the baby boom generation in ways that are oddly nostalgic. The holiday sales; the big, fast meals; the people who love their cars; the movement to the suburbs, away from the realities of cities and farms; the television as an essential piece of living room furniture: all these things have, in the wake of last year’s election campaign, begun to feel alien to me. Yet, these topics seem to inspire that special twinkle in the mind of the nostalgic eye.
I’m not sure whether among those in my generation I am in the minority or the majority when I claim my stake in a future that will dissapoint Karl Rove in his quest for a 50-plus-year reign of neoconservative power. I only know where my own conscience stands on that matter. Whether the baby boom generation will be able to enforce its nostalgisms to my generation will depend on the foresight and persistence of my own generation.