Marcia Chatelain. Franchise: The Golden Arches in Black America. New York: Liveright Publishing Corp., 2020. 336 pp. ISBN 978-1-63149-394-2 $28.95 (cloth).

IF 0.7 2区 历史学 Q4 BUSINESS
Marlene H. Gaynair
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引用次数: 0

Abstract

Carl Stokes lovedhis hometownofCleveland. Born and raised in thisMidwest city, hewon the 1967 mayoral election, becoming the first African American mayor of a major municipality. Formany Black voters, their support for Stokes also supported visions of Black capitalism and “their desires to see themselves reflected in positions of power and authority” in Cleveland (91). Stokes realized that he needed to “assume a probusiness stance” to survive his mayoral term, while he supported the Black electorate that looked towards a brighter future (91). Thus, the new mayor supported Black businesspeople such as Ernest Hilliard, who desired one of the lucrative McDonald’s franchises in East Cleveland’s Black community. These four restaurants owned by threewhite businessmen, “exceeded the national average of profits each year” (94). Many community activists wondered wondered if any of the profits remained in the neighborhood, decided to boycott the four restaurants to compel McDonald’s into extending franchise opportunities to African American investors. Under immense pressure, the three East Side locations closed from a lack of sales and forced the last franchisee to sell to Hilliard, who shortly enjoyed profits exceeding more than 84% over the previous year (94). Unlike some sit-ins and boycotts at which activists fought racial segregation in restaurants and lunch counters, the Cleveland boycotts aimed for ownership, investment, and economic prosperity for a meaningful amount of African Americans in the city (120). In the 2020 Pulitzer Prize–winning book Franchise: The Golden Arches in Black America, Marcia Chatelain examines the role of McDonald’s, one of the world’s most successful fastfood brands, and the “hidden history of the intertwined relationship between the struggle for civil rights and the expansion of the fast-food system” (3). Starting with foundersMaurice and Richard McDonald in the 1940s and then moving into the twenty-first century, Chatelain highlights the “contemporary conversation about race and fast food” and how “other fast-food chains followed McDonald’s path as they identified and cultivated a Black consumer market and franchise corps” (11). AsMcDonald’s began to franchise locations across the country, and embedded itself intoAmerican history, the scholarship on this restaurant ignored the "Golden Arches" connection and their relationship to BlackAmerica. In a clear intervention, Chatelain argues that when denied access and citizenship to what Lizabeth Cohen calls the “consumer republic,” African Americans used “the marketplace to make claims for their rights” (12). Therefore, McDonald’s had no other choice but to acknowledge the significance of their black customers and franchisees, after decades of social, political, economic, and cultural actions to hold the corporation accountable. Chatelain’s interventions, the critical analysis on Black
玛西娅城主。特许经营:美国黑人的金色拱门。纽约:光明出版公司,2020。336页。ISBN 978-1-63149-394-2 28.95美元(布面)。
卡尔·斯托克斯喜欢他的家乡克利夫兰。在这个中西部城市出生和长大,他在1967年的市长选举中脱颖而出,成为第一位在主要城市担任市长的非裔美国人。对于任何黑人选民来说,他们对斯托克斯的支持也支持黑人资本主义的愿景,以及克利夫兰“他们希望看到自己在权力和权威地位上得到反映的愿望”(91)。斯托克斯意识到,他需要“采取一种商业立场”来度过市长任期,同时他支持黑人选民,他们期待着更光明的未来(91)。因此,新市长支持了黑人商人,比如欧内斯特·希利亚德,他希望在东克利夫兰的黑人社区拥有一家利润丰厚的麦当劳特许经营店。这四家餐馆由三名白人商人所有,“每年的利润超过了全国平均水平”(94)。许多社区活动人士想知道附近是否还有利润,他们决定抵制这四家餐厅,迫使麦当劳将特许经营机会扩大到非裔美国人投资者。在巨大的压力下,东区的三家分店因销售额不足而关闭,并迫使最后一家特许经营商将其出售给Hilliard,后者很快就获得了超过前一年84%的利润(94)。与活动人士在餐馆和午餐柜台与种族隔离作斗争的一些静坐和抵制不同,克利夫兰的抵制旨在为该市大量非裔美国人争取所有权、投资和经济繁荣(120人)。在2020年普利策奖获奖书《特许经营:美国黑人的金拱门》中,玛西娅·夏特兰探讨了世界上最成功的快餐品牌之一麦当劳的角色,以及“民权斗争与快餐系统扩张之间交织关系的隐藏历史”(3)。从20世纪40年代的创始人Maurice和Richard McDonald开始,然后进入21世纪,Chatelain强调了“关于种族和快餐的当代对话”,以及“其他快餐连锁店如何遵循麦当劳的道路,确定并培养黑人消费市场和特许经营团队”(11)。当麦当劳开始在全国各地特许经营分店,并将自己融入美国历史时,这家餐厅的奖学金忽略了“金色拱门”的联系以及他们与黑人美国的关系。在一次明确的干预中,夏特兰认为,当被剥夺了进入利莎白·科恩所说的“消费共和国”的机会和公民身份时,非裔美国人利用“市场来主张他们的权利”(12)。因此,经过几十年的社会、政治、经济和文化行动,麦当劳别无选择,只能承认黑人顾客和特许经营商的重要性,以追究公司的责任。夏特兰的干预,对布莱克的批判分析
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来源期刊
CiteScore
1.20
自引率
30.00%
发文量
37
期刊介绍: Enterprise & Society offers a forum for research on the historical relations between businesses and their larger political, cultural, institutional, social, and economic contexts. The journal aims to be truly international in scope. Studies focused on individual firms and industries and grounded in a broad historical framework are welcome, as are innovative applications of economic or management theories to business and its context.
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