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McDonald’s to campaign against ‘insulting’ dictionary entry

McDonald’s to campaign against ‘insulting’ dictionary entry
AFP
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First Published: Tue, Mar 20 2007. 10 38 PM IST
Updated: Tue, Mar 20 2007. 10 38 PM IST
London: Fast-food giant McDonald’s is set to begin a campaign to redefine ‘McJob’ entries in British dictionaries, which it believes are both incorrect and insulting to its workers, the Financial Times (FT) reported on 20 March.
“We believe that it is out of date, out of touch with reality and most importantly it is insulting to those talented, committed, hard-working people who serve the public every day,” wrote David Fairhurst, the company’s chief people officer in northern Europe, the newspaper said.
Citing a copy of Fairhurst’s letter to cultivate support for the campaign, FT said McDonald’s plans a “high-profile public petition” to get the definition changed.
The Oxford English Dictionary (OED) describes a McJob as “an unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector”. According to FT, however, Caterer and Hotelkeeper magazine recently named the restaurant chain the “best place to work in hospitality”, and McDonald’s was also the first large British employer to be accredited under the government’s “Investors in People” scheme. As such, Fairhurst wrote that a McJob should be redefined to “reflect a job that is stimulating, rewarding and offers genuine opportunities for career progression and skills that last a lifetime”.
An OED spokeswoman told FT: “We monitor changes in the language and reflect these in our definitions, according to the evidence we find.”
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First Published: Tue, Mar 20 2007. 10 38 PM IST
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