I’m loving it

McDonald’s is without a doubt the most recognizable and contested/controversial symbol of globalization.  Amongst many other things, it has been accused of having corrupted children’s taste buds, standardizing flavours, causing obesity in the West, being the ambassador of the American empire, and the plague of culinary traditions around the globe.

This diabolic multinational of the cheeseburger is part of a reality in which a mix of globalization and industrialization has led to a standardization of products, breaking down geographical and production boundaries.

Like the best of metaphors, I’m loving itis a celebration of what the author loves most: the female world.  Much like one of the most widespread and easily recognized products on the market, it should be tasted, savoured and devoured without a second thought, and with pleasure, guilty pleasure.

We find ourselves in a tasting laboratory where the same, identical dish is served each time. There is only one menu.  We switch from one carton of fries to another without savoring any difference.

Obese on pleasure.

Different skin tones, spindly and curvy body shapes, blondes, red heads or brunettes flash past us one after the next, without changing our perception of taste. Satisfying, but without persuading us to want to learn more about the recipe. One woman after another, one carton of fries after another. On and on.

In this still image full of oxymorons, the standardization of flavours is also reflected in our social and personal relationships with the opposite sex. In a globalized world there is no time or inclination to get to know each other. We have access to an infinite number of options, yet we are always looking for something better.

We are never satisfied but in the end we find ourselves trying the very same dish over and over again.  Never satiated.  Always ready for a new dessert that may never come. But in the end it doesn’t really matter, because there is only one thing that we think and that we are sure of: I’m loving it.