ABSTRACT
Arjun Appadurai (1996) avers that images are one vector of globalization. In this chapter, I suggest that the construction, consumption and contestation of images are part of not only of globalization but are also part of a response to it. As can be expected, late capitalism can involve both the ideologization of commodities and the commoditization of ideologies. The first half of the paper examines the ideologization of commodities. Specifically, it briefly explores a few ways in which McDonald’s Indonesia seek to infuse its product and brand name with various ideological dimensions including aspects of Javanese mysticism, Indonesian Nationalism and Islamic piety.
