Seriously McDonalds
Encyclopedia
"Seriously McDonalds" is the name under which a viral
photograph was spread in June 2011. The photograph shows a sign, which is in fact a hoax, claiming that McDonald's
has implemented a new policy charging African-Americans more, as "an insurance measure". Despite having existed for some time, the picture was spread around the Internet, especially on Twitter
, in June 2011, by people who were offended or amused by the photograph. McDonald's acted quickly to deny the legitimacy of the sign, but it continued to trend on Twitter under the hashtag "#SeriouslyMcDonalds" for a few days. The company's response to the hoax has received both praise and criticism from the press.
The sign has a footer which says "McDonald's Corporation" and features the McDonald's logo and a helpline number. However, the helpline number actually connects to the KFC
Customer Satisfaction Hotline. The picture is a hoax; McDonald's does not have any such policy.
. The photograph was spread around the Internet by email and on social networking sites, especially Twitter
, under the title "Seriously McDonalds". The title is meant as an expression of incredulity at the chain. The picture was passed on both by those who were amused and those who were offended, with abuse aimed at McDonald's sometimes accompanying the image. Lauri Apple, writing for gossip website Gawker, reported, attributing the claim to "various sources on the Twitter", that the image was in fact a meme
that first surfaced on 4chan
some time ago; writers for the Daily Mail
claim that it had been in use on 4chan since 2008. Apple also linked to a post showing the picture on the McServed.com, a blog which mocks both McDonald's and its customers, dated 17 June 2010. Kate Linendoll, technology expert for The Early Show
, hypothesised that the picture spread from the blog to Twitter, and that Twitter's "immediacy" allowed the image to go viral "so fast it got out of control".
Despite McDonald's denial, the speed at which the picture was spreading increased. McDonald's reiterated their earlier message, tweeting "That Seriously McDonalds picture is a hoax". The photograph became the most highly trending topic
over the weekend of the 11-12 June, being spread under the hashtag "#SeriouslyMcDonalds". The tag was reportedly used some 20 times a second over the course of the weekend. The picture was eventually removed from Twitpic
, and the speed at which it was spreading declined.
Linendoll praised the response from McDonald's, saying that
However, Christopher Barger, blogging for Forbes, was more critical. He said that, while McDonald's response "was a textbook statement on how to respond to a rumor in 140 characters", the firm should have been more willing to personalise responses, and that they should have responded in ways other than just Twitter. Barger offered six steps that corporations should follow when fighting Internet rumours.
Viral email
A viral email is a certain kind of email which rapidly propagates from person to person, generally in a word-of-mouth manner...
photograph was spread in June 2011. The photograph shows a sign, which is in fact a hoax, claiming that McDonald's
McDonald's
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...
has implemented a new policy charging African-Americans more, as "an insurance measure". Despite having existed for some time, the picture was spread around the Internet, especially on Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
, in June 2011, by people who were offended or amused by the photograph. McDonald's acted quickly to deny the legitimacy of the sign, but it continued to trend on Twitter under the hashtag "#SeriouslyMcDonalds" for a few days. The company's response to the hoax has received both praise and criticism from the press.
Photograph
The photograph shows a sign stuck on what is apparently the window of a McDonald's restaurant with tape. The sign reads:The sign has a footer which says "McDonald's Corporation" and features the McDonald's logo and a helpline number. However, the helpline number actually connects to the KFC
KFC
KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global...
Customer Satisfaction Hotline. The picture is a hoax; McDonald's does not have any such policy.
Viral
The picture, though it had existed for some time, surfaced in June 2011, and went viralViral email
A viral email is a certain kind of email which rapidly propagates from person to person, generally in a word-of-mouth manner...
. The photograph was spread around the Internet by email and on social networking sites, especially Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
, under the title "Seriously McDonalds". The title is meant as an expression of incredulity at the chain. The picture was passed on both by those who were amused and those who were offended, with abuse aimed at McDonald's sometimes accompanying the image. Lauri Apple, writing for gossip website Gawker, reported, attributing the claim to "various sources on the Twitter", that the image was in fact a meme
Meme
A meme is "an idea, behaviour or style that spreads from person to person within a culture."A meme acts as a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena...
that first surfaced on 4chan
4chan
4chan is an English-language imageboard website. Launched on October 1, 2003, its boards were originally used for the posting of pictures and discussion of manga and anime...
some time ago; writers for the Daily Mail
Daily Mail
The Daily Mail is a British daily middle-market tabloid newspaper owned by the Daily Mail and General Trust. First published in 1896 by Lord Northcliffe, it is the United Kingdom's second biggest-selling daily newspaper after The Sun. Its sister paper The Mail on Sunday was launched in 1982...
claim that it had been in use on 4chan since 2008. Apple also linked to a post showing the picture on the McServed.com, a blog which mocks both McDonald's and its customers, dated 17 June 2010. Kate Linendoll, technology expert for The Early Show
The Early Show
The Early Show is an American television morning news talk show broadcast by CBS from New York City. The program airs live from 7 to 9 a.m. Eastern Time Monday through Friday; most affiliates in the Central, Mountain, and Pacific time zones air the show on tape-delay from 7 to 9 a.m. local time. ...
, hypothesised that the picture spread from the blog to Twitter, and that Twitter's "immediacy" allowed the image to go viral "so fast it got out of control".
Response
McDonald's responded to the hoax on 11 June by tweeting "That pic is a senseless & ignorant hoax. McD's values ALL our customers. Diversity runs deep in our culture on both sides of the counter." Further, McDonald's director of social media, Rick Wion, released a statement saying
The sign is obviously a hoax. As a company and a brand we have a long and proud history of diversity inclusion across our system on both sides of the counter ... From our management crew, franchisees – across the board, we’re very proud of our record of diversity. This is unfortunately an example of how rumors can outspeed the truth ... Over the last 48 hours we’ve been tweeting and striving to clarify that this is a hoax.
Despite McDonald's denial, the speed at which the picture was spreading increased. McDonald's reiterated their earlier message, tweeting "That Seriously McDonalds picture is a hoax". The photograph became the most highly trending topic
Trending topic
A trending topic is a word, phrase or topic that is posted multiple times on the social networking and microblogging service Twitter. Trending topics become popular either through a concerted effort by users or because of an event that prompts people to talk about one specific topic...
over the weekend of the 11-12 June, being spread under the hashtag "#SeriouslyMcDonalds". The tag was reportedly used some 20 times a second over the course of the weekend. The picture was eventually removed from Twitpic
Twitpic
TwitPic is a website that allows users to easily post pictures to the Twitter microblogging and social media service. TwitPic is often used by citizen journalists to upload and distribute pictures in near real-time as an event is taking place.-History:...
, and the speed at which it was spreading declined.
Linendoll praised the response from McDonald's, saying that
If you're a big corporation and something viral ... happens against you, you have to formulate a plan and respond quickly ... In this case, McDonald's handled it correctly; they used the medium Twitter they were accused on. Time is of the essence. We're not going to the press in the morning. We're going to the press in real time, when it comes to social networking. You have to respond and respond quickly. Well-handled.
However, Christopher Barger, blogging for Forbes, was more critical. He said that, while McDonald's response "was a textbook statement on how to respond to a rumor in 140 characters", the firm should have been more willing to personalise responses, and that they should have responded in ways other than just Twitter. Barger offered six steps that corporations should follow when fighting Internet rumours.
External links
- Cookin' Up Discrimination? on McServed.com