A GLOBALIZAÇÃO DOS FASTFOODS E ECONOMIA DO TEMPO

Abstract

The consumption society, based on the bourgeois catch-phrase «time is
money», has altered the exchange values of everyday life. It has also inculcated
the idea that it is possible to save time by purchasing gadgets and adopting
standard services such as fast food networks which have boomed all over the
world since the biggest of them, McDonalds, first opened in the United States in
1955. At the present time, with 13,000 restaurants in 66 countries and nearly
100 billion sandwiches sold, this chain is the most successful example of the
model. However, the consequences are also global: unhealthy diets and forests
converted into pasture. Moreover, Baudrillard considers this saving of time
illusory since «natural time» does not exist as such and is not available for
consumption as ordinary goods are. Likewise, desire is never satisfied.