Ra. Kearns et Jr. Barnett, "Happy Meals" in the Starship Enterprise: interpreting a moral geography of health care consumption, HEALTH PLAC, 6(2), 2000, pp. 81-93
This paper extends earlier explorations of the use of metaphor in the marke
ting of the Starship Children's Hospital in Auckland, New Zealand, by exami
ning controversy surrounding the opening of an in-hospital McDonalds first-
food outlet, The golden arches have become a key element of many childrens
urban geographies and a potent symbol of the corporate: colonisation of the
New Zealand landscape. In 1997 a minor moral panic ensued when a proposal
was unveiled to open a McDonald's restaurant within the Starship. Data coll
ected from media coverage, advertising and interviews with hospital managem
ent are analysed to interpret competing discourses around the issue of fast
Food within a health care setting. We contend that the introduction of a M
cDonald's Franchise has become the hospital's ultimate placial icon, adding
ambivalence to the moral geography of health care consumption. We conclude
that arguments concerning the unhealthy nature of McDonald's food obscure
deeper discourses surrounding the unpalatable character of the health refor
ms, and a perceived 'Americanisation' of health carl in New Zealand. (C) 20
00 Elsevier Science Ltd. All rights reserved.