Not Everyone Is Lovin' Japan's New McDonald's Mascot

McDonald's is currently running an advertising campaign in Japan that uses Mr. James, a bumbling white guy who speaks broken katakana (i.e. accented) Japanese. Basically a "gaijin", a derogatory term for a foreigner in Japan, he's even got his own blog while he tours McDonald's locations across Japan. People are upset because he's perpetuating racist stereotypes, and comparisons to Stepin Fetchit are being made. Stern letters has been written to McDonald's by FRANCA, a human rights group concerned with the rights of non-Japanese residents in Japan.

Here are 2 commercials out of the 4 used in the advertising campaign.

Throughout the years, McDonald's advertisements have focused not only on product, but rather on the overall McDonald's experience, portraying warmth and a real slice of everyday life. This "image" or "reputation" advertising has become a trademark of the company. Although the advertisements are effective as they are humorous and also create resonance with the target audience (the Japanese) as they are playing to Japan’s xenophobic tendencies. However, these advertisements fail to amplify the emotional impact as they do not engage a personal connection with the McDonald’s brand—a friendly, family-oriented brand has now been associated with racism, stereotyping and cultural-insensitivity.

From a cultural studies perspective whereby close relationship exists between acts of communication (called discursive acts or texts) and power, communication is being linked to social forces such as capitalism, racism, colonialism etc. as text exert power over people who consume them. In the context of McDonald’s advertisements shown above, racism and cultural imperialism exists.

Firstly, McDonald’s is guilty of racism as it portrayed Mr. James, as an expatriate who speaks broken katakana Japanese. This is a negative stereotype because Mr. James is not a good representation of expatriates in Japan. McDonald’s is also culturally insensitive by assuming all expatriates cannot speak fluent, non-accented Japanese. In Asia, McDonald's have become a symbol for the desire to embrace Western cultural norms but it does not have to resort to poor taste and offensive advertising to appeal to its Asian consumers. Although the stereotype is useful and aids communication by using easily understood symbolic meanings shared by its Japanese audience, the stereotype has relied on a characteristic that is negative and exaggerated and , in so doing, reduces the group (Western expatriates in Japan) to a caricature. Using such a strategy makes advertising a participant in shaping and reinforcing that cultural value.

Secondly, although McDonald’s is a global enterprise, it has made mistakes by overlaying their worldview on that of another culture without thinking about the impact of their advertising. This is known as cultural imperialism—because the Western world views Asians as incapable of speaking fluent and non-accented English doesn’t mean that likewise, Asians, view Westerners as incapable of speaking fluent and non-accented Asian languages.

Finally, children are also audience of McDonald’s advertisements. Children are vulnerable as they do not always know what is good for them and what is not. McDonald’s has to take up certain responsibilities for the racist message sent by their advertisements by portraying expatriates in such a negative light. Advertisers have a responsibility to ensure that what is portrayed is accurate and representative.

One important lesson that can be learnt here is that advertisers and communicators should always show respect for culture and local customs as their insensitivity to local customs can adversely impact not just the effectiveness of their advertising campaign but also their brand image which is key to their marketing success.

Do you like Mr. James? Why or why not?