Abstract：
:This paper extends earlier explorations of the use of metaphor in the marketing of the Starship Children's Hospital in Auckland, New Zealand, by examining controversy surrounding the opening of an in-hospital McDonalds fast-food outlet. The golden arches have become a key element of many children's urban geographies and a potent symbol of the corporate colonisation of the New Zealand landscape. In 1997 a minor moral panic ensued when a proposal was unveiled to open a McDonald's restaurant within the Starship. Data collected from media coverage, advertising and interviews with hospital management are analysed to interpret competing discourses around the issue of fast food within a health care setting. We contend that the introduction of a McDonald's franchise has become the hospital's ultimate placial icon, adding ambivalence to the moral geography of health care consumption. We conclude that arguments concerning the unhealthy nature of McDonald's food obscure deeper discourses surrounding the unpalatable character of the health reforms, and a perceived 'Americanisation' of health care in New Zealand.
journal_name
Health Placejournal_title
Health & placeauthors
Kearns RA,Barnett JRdoi
10.1016/s1353-8292(00)00005-8subject
Has Abstractpub_date
2000-06-01 00:00:00pages
81-93issue
2eissn
1353-8292issn
1873-2054pii
S1353-8292(00)00005-8journal_volume
6pub_type
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