Understanding McDonald's Among the

Abstract

The animal welfare policies and related public communication initiatives of McDonald’s corporation are examined in the context of the organization being named as one of the world’s most ethical organizations. The result is a framework for understanding how McDonald’s and similar organizations could warrant the status of a most ethical company. Specifically, the narrative strength of the company’s articulation of an animal welfare policy and its ongoing promotion as a legitimizing strategy illustrate how McDonald’s might address the social and ethical issues it encounters through its operations and how its stakeholding publics are likely to respond. By maintaining narrative strength in communication initiatives and attaining legitimacy, an organization can be perceived as operating within ethical and social norms regardless of policies, perceptions, and reputation that suggest otherwise.