Stroking

In the fast food resturant industry, workers  are constantly being overwhelmed with compliments and praises. This practice is known as “Stroking” according to Eric Schlosser’s “Fast Food Nation.” Stroking is used to psycologically make the worker feel good about working in an industry where “90% of the nations fast food workers are paid minimum wage,provided no benefits, and scheduled to work only when needed”(Fast Food Nation pg. 73-74).  When workers are “stroked,” they feel as if they are needed and the company wont function correctly without them. That is the intention of the stroker which in this case would be the  manager. Now the reason why stroking is even done is because in order for a business to be successful it needs workers. Pual Lowe states that he was very successful and had millions of dollars. At the end of the day, it doesn’t even matter. At his seminars, which people go to learn how to become financialy successful hear this. It casuses silence because every single man and woman in there know that it is true. I think it makes executives think twice if “stroking” is morally right tactic to use.

Shock Doctrine

Naomi Klein’s concept of Shock Doctrine is the different situations humans encounter which cause us to be in “shock.” It may also cause us to become more vulnerable and gullible. When tragedies strike, human nature causes us to become more vulnerable and easier for us to follow those who claim they come in good faith and to help. For example, like portrayed in the video, when terrorist attacked the United States, most Americans felt reassured and sensed a form of comfort when the president at the time, George W. Bush vowed revenge. We feel secure because this leader “vowed to protect us” (excerpt from Naomi Klein’s Shock Doctrine Video). When the government tried to impose the free market movement, it caused chaos because of the negative effects. In order to regain order, the government used shock as their new method. The government also feels that when natural disasters take place, it is the perfect time to push towards new methods because society is too in “shock” to notice. They use this method to be able to go through with what they want before society can recover from the shock.

Brand Essence

Brand Essence is what companies, in this case fast food restaurants use to make the consumer feel some type of “pleasure” or at home feeling when consuming their product or at their facility. In other words, their tactic to make the consumer feel connected to the restaurant. The restaurants that succeed at this the most are the ones that can make a consumer feel “connected” all the way through adulthood. For example, McDonalds has been around for quite a few decades and use the  symbol of Ronald McDonald, the golden Arch, and a playground inside most restaurants to make the consumer feel connected all the way through adulthood. The reason why I say they are the most successful is because adults go to McDonalds sit down with their kids and can reminisce about their times as a child in the restaurant playing in the playground. According to Fast Food Nation, kids recognize Ronald McDonald at a very young age. The Golden Arch has become an American “Logo.”