McDonald's seeks to redefine 'McJobs'
[ 2007-03-23 08:48 ]
McJob= job with few
The world's largest fast food company McDonald's Corp. said Tuesday it
plans to launch a campaign in the U.K. this spring to get the country's
dictionary houses to change current references to the word "McJob."
The Oxford English Dictionary, considered by many wordsmiths as the gold standard for the
English language, is one of those that will be targeted. It defines the
noun as "an unstimulating, low-paid job with few prospects, esp. one
created by the expansion of the service sector."
The word first cropped up two decades ago in the Washington Post,
according to the dictionary. But executives at Oak Brook, Ill.-based
McDonald's say the definition is demeaning to its workers and say they'll
ask dictionary editors to amend the definition.
supposed to be paragons of accuracy. And in this case, they got it
completely wrong," said Walt Riker, a McDonald's spokesman. "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."
In 2003, editors at the Merriam-Webster dictionary
declined to remove or change their definition of "McJob" after McDonald's balked at its
inclusion in the book's 11th edition.Instead, the Springfield, Mass. publisher said
the word was accurate and appropriate.
Amanda Pierce, a spokeswoman for McDonald's U.K. operations, declined
to comment on the specifics of the company's newest campaign, but said it
will kick off in May with the goal of changing what she called an
She said she did not know how long the campaign would last, saying that
depended on "how far and wide the campaign goes."
: master of
disservice : a