McDonald's in Poland as a Cultural Brand in the View of Attitudes of Nostalgia and Acculturation: vizualization of Internet users' argumentation

The intention lying behind the conducted research was to determine attitudes of nostalgia and acculturation towards McDonald’s brand expressed by the representatives of the Polish society. For the purposes of its realisation statements of Internet users under the article concerning closing in Warsaw on 1 Oct 2014 the first eating place of this franchise chain published on warszawa.gazeta.pl website on 30 Sep 2014 were analysed (Ostatni dzień pierwszego w Polsce McDonalda na Świętokrzyskiej, 2014). The record of 77 statements of the discussion under this article was obtained altogether (the record of the discussion was made on 30 Sep 2014 at 5.21 p.m.). The Internet users' statements under the article on gazeta.pl mentioned above were divided into threads (in accordance with the answer tree). The content of these statements underwent analysis the purpose of which was to track down statements that were connected with expression of opinions and attitudes characteristic for either acculturation or nostalgia.

本研究旨在探究波兰社会群体对麦当劳（McDonald’s）品牌所呈现出的怀旧（nostalgia）与文化适应（acculturation）态度。为达成研究目标，本研究对2014年9月30日发布于warszawa.gazeta.pl网站的报道下的网民留言展开分析——该报道主题为该连锁餐饮品牌的波兰首家门店将于2014年10月1日关闭，相关分析参考了文献《Ostatni dzień pierwszego w Polsce McDonalda na Świętokrzyskiej, 2014》。本次研究共收集到该报道下的77条讨论留言，讨论记录的截取时间为2014年9月30日下午5点21分。上述gazeta.pl报道下的网民留言将按照回复树结构划分为不同讨论串，随后对这些留言内容开展分析，旨在筛选出带有文化适应或怀旧典型特征的观点与态度表述。