La Russia e la McDonaldizzazione del mondo

A causa della guerra in Ucraina, la catena di ristorazione Mc Donald's abbandona il suolo russo dopo aver rappresentato l’icona di un’omologazione culturale del modello di vita statunitense

People walk past the oldest of Moscow's McDonald's outlets which was opened on Jan. 31, 1990, and closed on Thursday, Aug. 21, 2014. Russian news agencies reported Thursday that the country's food safety agency will conduct checks on McDonald's restaurants in the Urals following food safety complaints, a day after four branches of the chain were shuttered in Moscow. (AP Photo/Alexander Zemlianichenko)
The sign of the oldest Moscow's McDonald's outlet in downtown Moscow, which was opened on Jan. 31, 1990, and is closed on Thursday, Aug. 21, 2014. Russian news agencies reported Thursday that the country's food safety agency will conduct checks on McDonald's restaurants in the Urals following food safety complaints, a day after four branches of the chain were shuttered in Moscow. (AP Photo/Alexander Zemlianichenko)
Employees cook burgers in the McDonald's restaurant situated at the Pushkinskaya square in Moscow, Russia, Thursday, April 11, 2013. This is the first McDonald's restaurant in Russia, opened at January 31, 1990. (AP Photo/Pavel Golovkin)
The oldest of Moscow's McDonald's outlets, which was opened on Jan. 31, 1990, is closed on Thursday, Aug. 21, 2014. Russian news agencies reported Thursday that the country's food safety agency will conduct checks on McDonald's restaurants in the Urals following food safety complaints, a day after four branches of the chain were shuttered in Moscow. (AP Photo/Alexander Zemlianichenko)
Worker carries trays in the McDonald's restaurant situated at the Pushkinskaya square in Moscow, Russia, Thursday, April 11, 2013. This is the first McDonald's restaurant in Russia, opened at January 31, 1990. (AP Photo/Pavel Golovkin)
The McDonald's restaurant is seen in the center of Dmitrov, a Russian town 75 km., (47 miles) north from Moscow, Russia, Saturday, Dec. 6, 2014.  The very first McDonald's opened in the Soviet Union 24 years ago. (AP Photo/Alexander Zemlianichenko)
People walk past the oldest Moscow's McDonald's outlet in downtown Moscow, which was opened on Jan. 31, 1990, and is closed on Thursday, Aug. 21, 2014. Russian news agencies reported Thursday that the country's food safety agency will conduct checks on McDonald's restaurants in the Urals following food safety complaints, a day after four branches of the chain were shuttered in Moscow. (AP Photo/Alexander Zemlianichenko)
In this photo taken on Wednesday, Aug.  20, 2014, one of closed Moscow's McDonald's outlets in downtown Moscow with the Kremlin reflection in a window. Russian division of McDonald's on Wednesday shut three of the four outlets in Moscow where Russia’s consumer rights federal watchdog agency, Rospotrebnadzor, had exposed
FILE - In this May 27, 1998, file photo, Chinese man sleeps with his legs draped across a Ronald McDonald mannequin outside the McDonald's restaurant at the south end of Beijing's Tiananmen Square. McDonald’s opened its first Chinese outlet in 1990. (AP Photo/Greg Baker, File)
FILE - A sign is displayed outside a McDonald's restaurant, Tuesday, April 27, 2021, in Des Moines, Iowa.  McDonald’s said Tuesday, March 8, 2022,  it is temporarily closing all of its 850 restaurants in Russia in response to the country's invasion of Ukraine. The burger giant said it will continue paying its 62,000 employees in Russia.  (AP Photo/Charlie Neibergall, File)
FILE - People walk past Moscow's first McDonalds a day before its opening, in Moscow's Pushkin Square, Jan. 30, 1990. Two months after the Berlin Wall fell, McDonald’s opened its doors in the middle of Moscow. It was the first American fast-food restaurant to enter the Soviet Union. But now, McDonald's is temporarily closing its 850 restaurants in Russia in response to the Ukraine invasion.  (AP Photo/Vicktor Yurchenko, File)

Anche la famosa catena dei fast food Mc Donald’s abbandona la Russia come ritorsione della guerra in Ucraina.

Già Netflix ha sospeso le trasmissioni per i numerosi utenti del Paesi governato da Putin con l’effetto di contribuire ad una flessione della quotazione in Borsa causata dalla concorrenza spietata della Disney oltre che Amazon.

“Dove non passano le merci passano gli eserciti” dice il famoso detto dell’economia liberale attribuito al francese Frédéric Bastiat. Forse si potrebbe dire che le merci sono le armi del soft power, come viene chiamato il potere dell’immagine capace di persuadere le culture e la mentalità dei diversi Paesi.

Risale al sociologo George  Ritzer l’espressione McDonaldizzazione per indicare il gigantesco processo di omologazione del mondo rappresentato dalla diffusione del cibo standardizzato della famosa società di ristorazione statunitense.

L’arrivo a Mosca, già al tempo di Gorbaciov, del “ponte d’oro”, simbolo universale del Mc Donald’s, ha rappresentato ufficialmente la chiusura dell’esperimento sovietico. Una sorta di icona di quella “fine della storia” ipotizzata nel 1992 dal politologo Francis Fukuyama come sopravvento definitivo dell’ordine liberal capitalistico sul pianeta.

Un’epoca contrassegnata dalla fine del multilateralismo nelle relazioni internazionali davanti alla presenza di una sola superpotenza militare ed economica destinata a governare il mondo.

Qualcosa non è andato in quella direzione e la strada per una vera unità del genere umano, nella sua diversità, deve passare evidentemente per altre strade.

 

Foto archivio Ap

 

 

 

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