Thursday, March 22, 2007

McDonald's doesn't like McJob

+ McDonald's wants to erase McJob from the English language.
McDonald's Corp. on Tuesday restarted its push to get the word "McJob" removed from dictionaries -- and has set its sights on the gold standard of lexicons, the Oxford English Dictionary.

From the point of view of the fast-food proletariat, the reason for the McLanguage offensive is clear: The word McJob, as the OED definition makes clear, is "depreciative." It goes on to define the term as: "An unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector." It found its way into the dictionary in March 2001, 15 years after it was apparently coined by the Washington Post.

"Dictionaries are supposed to be paragons of accuracy. And it this case, they got it completely wrong," Walt Riker, a Mickey D's McSpokesman complained to the Associated Press. "It's a complete disservice and incredibly demeaning to a terrific work force and a company that's been a jobs and opportunity machine for 50 years."

The company says it will kick off its campaign in May in an attempt to change the "out-of-date" definition, as McDonald's spokeswoman Amanda Pierce called the McJob entry. But the hamburger giant may have to break out some special sauce for the effort. In 2003, the Merriam-Webster dictionary -- which defines McJob as "a low-paying job that required little skill and provides little opportunity of advancement" -- elected not to remove the word, despite McPressure.

The OED, for its part, has released a statement indicating it will likely also retain the word. "We can confirm that we monitor changes in the language and reflect these in our definitions, according to the evidence we find," the statement sent to SPIEGEL ONLINE reads.
Whine whine whine - I can only see this as a branding problem if McDonald's are having trouble hiring people - which isn't something they mention in their complaining. (hat tip to texturl)

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