Multiple modernities and multiple proximities: McDonald’s and Kentucky Fried Chicken in Chinese television commercials.

Homogenization and diversification are major themes in studies of globalization and culture. McDonald’s and Kentucky Fried Chicken (KFC) are often used as evidence to describe these two themes. The aim of this study is to examine the extent to which homogenization and diversification occur in the television commercials for McDonald’s and KFC in China as well as the strategic models they adopt to manipulate the tension between homogenization and diversification. La Pastina and Straubhaar’s theory is used to map out two different strategic models: genre proximity and cultural proximity. The study finds that homogenization exceeds diversification in the commercials of McDonald’s and KFC as a whole. Comparatively, McDonald’s adopts genre proximity and KFC adopts cultural proximity. The adoption of different models offers a cultural explanation for KFC’s triumph in the competition with McDonald’s in the Chinese fast food market. [ABSTRACT FROM PUBLISHER]