‘Sympathy for the Devil?’ McDonald’s between imperialism and the building of post-Yugoslav Serbian identity
Journal: Politics in Central Europe
Year: 2023

Abstract Since the opening of its first restaurant in a communist country, which was Yugoslavia, not only is the huge success of the U.S. franchise something that was merely not supposed to happen, but ‘consuming McDonald’s’ has left its mark on the post ‑Yugoslav identity building process. Our central argument is that the singularity of the ‘McDonaldization of Serbia’ encompasses the interactions between expansion/ localness, dominance/adaptation and those who take part in this historical proce