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A STUDYGUIDE by Robert Lewis

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A STUDYGUIDE by Robert Lewis A STUDYGUIDE BY ROBERT LEWIS www.metromagazine.com.au www.theeducationshop.com.au McLibel (Franny Armstrong, 2005) is an 85-minute documentary film about the attempt by McDonald’s to stop the distribution of a pamphlet that they claimed defamed them. wo of the distributors of the settlement negotiations. Even spies. BEFORE WATCHING THE pamphlet, London Greenpeace FILM Tmembers Helen Steel and Dave Seven years later, in February 2005, Morris, defended themselves in what the marathon legal battle finally McLibel is about the court case turned out to be Britain’s longest-ever concluded at the European Court of that was brought by McDonald’s in civil trial. Human Rights. And the result took Britain to stop the distribution of the everyone by surprise – especially the pamphlet ‘What’s wrong with McDon- McLibel is the story of two ordinary British Government. ald’s?’. The pamphlet made many people who humiliated McDonald’s in accusations against McDonald’s. the biggest corporate PR disaster in McLibel is not just about hamburgers. history. McDonald’s loved using the It is about the importance of freedom To understand what the case was UK libel laws to suppress criticism. of speech now that multinational about you need to study the pamphlet. Major media organizations like the corporations are more powerful than BBC and The Guardian crumbled and countries. It is a long pamphlet, so to make the apologized. task easier it has been divided into Filmed over ten years by no-budget sub-sections in Table 1 on (page 3). But then they sued gardener Helen Director Franny Armstrong, McLibel The whole class should look at the Steel and postman Dave Morris. In the is the David and Goliath story of two introduction, and then seven small longest trial in English legal history, the people who refused to say sorry. And groups could take one section of the ‘McLibel Two’ represented themselves in doing so, changed the world. pamphlet each and report back on it against McDonald’s £10 million legal to the whole class. team. Every aspect of the corpora- – McLibel Press Kit tion’s business was cross-examined: By the end of this process you should from junk food and McJobs, to animal CURRICULUM APPLICABILITY have an excellent summary of the pam- cruelty, environmental damage and phlet, and be ready to ‘visit’ the trial. advertising to children. Outside the McLibel is appropriate for use with courtroom, Dave brought up his young middle-upper secondary students in: Summarize your findings about the son alone and Helen supported herself pamphlet in Table 1 (on page 3), and working nights in a bar. • Society and Environment add your own comments about what • English you discover and what the other McDonald’s tried every trick in the • Civics and Citizenship groups tell you. book against them. Legal manoeuvres. • Politics SCREEN EDUCATION A visit from Ronald McDonald. Top • Legal Studies Then answer the questions that follow. executives flying to London for secret • Health 2 ASPECT WHAT THE PAMPHLET SAYS YOUR REACTION Introduction Environment Nutrition Advertising Animal welfare Working conditions in stores What you can do SCREEN EDUCATION TABLE 1 3 This leaflet is asking you to think for a moment about what lies behind McDonald’s’ clean, bright image. It’s got a lot to hide. ‘At McDonald’s we’ve got time for you’ goes the jingle. Hungry For Dollars Why then do they design the service so that you’re in and out as soon as possible? Why is it so difficult to McDonald’s is one of several giant corporations with invest- relax in a McDonald’s? Why do you feel hungry again so ments in vast tracts of land in poor countries, sold to them soon after eating a Big Mac? by the dollar-hungry rulers (often military) and privileged elites, evicting the small farmers that live there growing We’re all subject to the pressures of stupid advertising, food for their own people. consumerist hype and the fast pace of big city life – but it doesn’t take any special intelligence to start asking The power of the US dollar means that in order to buy questions about McDonald’s and to realize that some- technology and manufactured goods, poor countries are thing is seriously wrong. trapped into producing more and more food for export to the States. Out of forty of the world’s poorest countries, The more you find out about McDonald’s processed thirty-six export food to the USA – the wealthiest. food, the less attractive it becomes, as this leaflet will show. The truth about hamburgers is enough to put you Economic Imperialism off them for life. Some ‘Third World’ countries, where most children are What’s the connection between undernourished, are actually exporting their staple crops McDonald’s and starvation in the ‘Third as animal feed – i.e. to fatten cattle for turning into burgers World’? in the ‘First World’. Millions of acres of the best farmland in poor countries are being used for our benefit – for tea, SCREEN EDUCATION THERE’s no point in feeling guilty about eating while watch- coffee, tobacco, etc. – while people there are starving. ing starving African children on TV. If you do send money McDonald’s is directly involved in this economic imperial- to Band Aid, or shop at Oxfam, etc., that’s morally good ism, which keeps most black people poor and hungry while but politically useless. It shifts the blame from governments many whites grow fat. and does nothing to challenge the power of multinational corporations. 4 To the right is a typical image of ‘Third World’ poverty – the kind often used by charities to get ‘compassion money’. This diverts attention from one cause: exploitation by multi- nationals like McDonald’s. GROSS MISUSE OF RESOURCES GRAIN is fed to cattle in South American countries to pro- duce the meat in McDonald’s hamburgers. Cattle consume ten times the amount of grain and soy that humans do: one calorie of beef demands ten calories of grain. Of the 145 million tons of grain fed to livestock, only 21 million tons of meat and by-products are used. The waste is 124 million tons per year at a value of 20 billion US dollars. It has been calculated that this sum would feed, clothe and house the COLONIAL INVASION world’s entire population for one year. Not only are McDonald’s and many other corporations con- FIFTY ACRES EVERY MINUTE tributing to a major ecological catastrophe, they are forcing the tribal peoples in the rainforests off their ancestral ter- EVERY year an area of rainforest the size of Britain is cut ritories where they have lived peacefully, without damaging down or defoliated, and burnt. Globally, one billion people their environment, for thousands of years. This is a typical depend on water flowing from these forests, which soak up example of the arrogance and viciousness of multinational rain and release it gradually. The disaster in Ethiopia and companies in their endless search for more and more profit. Sudan is at least partly due to uncontrolled deforestation. In Amazonia – where there are now about 100,000 beef It’s no exaggeration to say that when you bite into a Big ranches – torrential rains sweep down through the treeless Mac, you’re helping the McDonald’s empire to wreck this valleys, eroding the land and washing away the soil. The planet. bare earth, baked by the tropical sun, becomes useless for agriculture. It has been estimated that this destruction What’s so unhealthy about McDonald’s causes at least one species of animal, plant or insect to food? become extinct every few hours. McDONALD’s try to show in their ‘Nutrition Guide’ (which Why is it wrong for McDonald’s to is full of impressive-looking but really quite irrelevant facts destroy rainforests? & figures) that mass-produced hamburgers, chips, colas, milkshakes, etc., are a useful and nutritious part of any diet. AROUND the Equator there is a lush green belt of incredibly beautiful tropical forest, untouched by human development What they don’t make clear is that a diet high in fat, sugar, for one hundred million years, supporting about half of all animal products and salt (sodium), and low in fibre, vitamins Earth’s life-forms, including some 30,000 plant species, and minerals – which describes an average McDonald’s and producing a major part of the planet’s crucial supply of meal – is linked with cancers of the breast and bowel, and oxygen. heart disease. This is accepted medical fact, not a cranky theory. Every year in Britain, heart disease alone causes PET FOOD & LITTER about 180,000 deaths. McDonald’s and Burger King are two of the many US cor- FAST = JUNK porations using lethal poisons to destroy vast areas of Cen- tral American rainforest to create grazing pastures for cattle Even if they like eating them, most people recognize that to be sent back to the States as burgers and pet food, and processed burgers and synthetic chips, served up in paper SCREEN EDUCATION to provide fast-food packaging materials. (Don’t be fooled and plastic containers, is junk-food. McDonald’s prefer the by McDonald’s saying they use recycled paper: only a tiny name ‘fast-food’. This is not just because it is manufac- per cent of it is. The truth is it takes 800 square miles of for- tured and served up as quickly as possible – it has to be est just to keep them supplied with paper for one year. Tons eaten quickly too. It’s a sign of the junk-quality of Big Macs of this ends up littering the cities of ‘developed’ countries.) that people actually hold competitions to see who can eat one in the shortest time.
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