Eriberto P. Lozada, Jr. As presented by Naomi Wente

Globalized Childhood?Kentucky Fried Chicken in

Beijing

Focus:Transnationalism: the flow

of ideas, products, people, capital, and technologies across national boundariesGrowing power of

corporations –sometimes considered a major cause of cultural disruption in developing countries

Examine US-based Kentucky Fried Chicken Success of such fast-food

restaurantsWhat children eat is a

fundamental part of their socialization

Localization

Argument“There are now many visible markers of homogenization because of a more integrated global system of production and consumption, there has also been a dramatic expansion in particularism, as competing claims for cultural identity and authenticity have become more strident.”

Transnational CorporationsProvide institutional support for the

movement of people, goods, and ideas across national boundaries

Have existed for as long as there have been nations

Gained influence over the yearsCreated a global system of interdependenceMust understand these connections to

understand the social fabric of everyday life.

KFC + TransnationalismKFC in Beijing as an entry point of

transnationalismRequirement: to see KFC as a

socially constructed locality of consumption

Opening of first branch in 1987Operations since then have

become more “domesticated” Formerly exotic, imported food

transformed into a familiar and intimate type of cuisine

Forced “localization”- innovations and modifications made by KFC in reaction to local competition and to a growing understanding of the place of children in China

“Chicky” (or Qiqi)Rejected old Colonel

SandersNew icon: “Chicky”

Introduced in 1995Fun, kid-orientedMarketing technique

Kids love eating at KFC restaurants: regular customers

Fun and exciting place to eat

Kid-friendlyBirthday party

introduction (1995): consumers

Chicken Politics “Results with integrity”- no

standard way to cook chicken, flexibility to mold to local market and work with government

KFC launched its operations from the political power center of Beijing vs. other economic centers

Decentralized operations In order for KFC to succeed

in any given society it must be firmly grounded in that society.

Local managers draw on support service of the corporation

“Cock fight”Competition- Ronghaji demonstrated that Chinese

entrepreneurs could employ Western technology and create an industry with “Chinese characteristics”

KFC did not obliterate China’s culinary traditions- instead it stimulated a local discourse on national heritage1987- 40% of food imported1991- 3% of food imported (11 secret herbs and

spices) Origin of fast food in China

Thousands of years ago as stuffed buns and rice rollsStreet food venders Idea wholly imported from US

Growth of fast foodWant for modernization = desire

to eat Western foodSpread of KFC and also

McDonald’s, Pizza Hut, Brownies, etc

Marketing increasesStandardized, mechanized

cooking, concern for hygiene, uniformed staff member mopping floor

Food poisoning scare outside of fast food = safe haven

Catering for government/other institutions

Ability to choose different types of food

Also growth of fast life style pace

LocalizationMost telling: KFC company

loosing status as a “hot topic”Novelty fadingPatrons eat there for more of a

convenienceBeing Western wasn’t enough-

need to offer more variety- uniqueness of products (offering spicy chicken sandwich not offered in US)

Young consumersImportant role in

stratification of the Chinese childhood

Partnerships with schools, teachers, and parents

Single child policy- parents willing to spend more money

Toys and décor attracts kids

Spread of TV watching + advertisements

Conclusion: Globalized Childhood?

Kids draw parents in to KFC to eat fast food, taste modernity, and to have fun. By doing so, they are drawing their elders into an intersection of local society and transnationalism.

Not a passive relationship in which a transnational organization like KFC dictates lessons to be mastered by the natives.

Both local residents and KFC are linked in a network of social relations.

KFC has had to adapt to expectations and demands of customers in non-standard ways

Domesticated and localized through the input of local people (managers and kid consumers)

Conclusion: Globalized Childhood? ContinuedKids live in a deterritorialized space that can be

viewed as a sort of globalized childhood cultureResulting culture is not a single, homogenized

global children’s culture--- there is not a vacuumCulture is embedded in particular networks of

social relations and historical contexts. Particularism becomes possible due to

specializationKFC restaurants may appear as one of the

hallmarks of globalization, but on closer inspection, the success of KFC has depended on the ability to become local, as an integral part of Beijing children’s social life.

Success = ability to become intelligible to people in their local social context.

The End…. ?Satisfying?What about the pros

and cons?No passionate

conclusion Is a globalized

childhood a good thing?

Many missing puzzle pieces