Analysis of the Representation of an Issue in the Australian Media

Overall, McDonald’s seems to be targeted over other similar businesses unfairly by the media. In the McLibel documentary children are used in all of their advertising and as their main audience target. As said in the article “How Americans Became The Fattest People On The Planet“ McDonald’s is being blamed for Americans becoming obese. As seen in “30 hours per week for our new working class” McDonalds is seen as someone who gives to the community by maintaining jobs for young people. However the media often betrays McDonalds.


In the McLibel documentary there was the use of persuasive techniques such as the use of dramatic/negative images. Images of chickens getting their heads chopped off. This makes the audience feel sickened by this sight, and dislike McDonald’s food.
Exclusion of detail in the McLibel documentary was evident by only showed the point of view of the people who were against McDonalds. By doing this it persuades the audience to take their point o...