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.