It is now seen as a public relations gimmick gone terribly awry. However, on January 18, 2012, when McDonald’s introduced the Twitter hashtag, #McDStories, its intention was to highlight those supplying McDonald’s with the food it serves. Certainly, it was a good idea…on paper. Only two months previous had news broken about filthy conditions and animal abuse at Sparboe Farms, who, at that time, were suppliers of eggs for MCDonald’s. Though not stated as the reason, one might infer that the aforementioned Twitter campaign was intended to erase that negative perception, which some in the public had formulated following the events of November 2011.
Apparently, the employee at McDonald’s responsible for approving this Twitter campaign failed to realize that hashtags are not proprietary. As a result, non-McDonald’s employees and former McDonald’s employees hijacked the #McDStories hashtag to detail what might be categorized as, “McDonald’s horror stories.” Still others have been using the hashtag to poke fun at the fast food giant.
In like manner, the brethren of the church in Antioch of Syria were the first in the world to be called, “Christians” (Acts 11:26). Though perhaps used as a term of derision by those not sharing faith in Jesus Christ, it was a title for which first century disciples were willing to die, a name they wore proudly.
Unfortunately, the name Christian has become degraded by those individuals who have hijacked the title and applied it to themselves despite never having become a Christian in a biblical sense. True, they wear the title, but their words and deeds do not match the teachings of the New Testament.
As a result, it is not uncommon for critics of Christianity to use the name, “Christian,” to mock the doctrine and adherents of Jesus Christ. These will, likewise, talk about all of the evil things that “Christians” have done in the name of Christianity.
Returning to the secular corporation, McDonald’s, I might ask, “Is there still value to be attached to the name, ‘McDonald’s’?” At the time of publication, one share of McDonald’s stock was worth $99.69. In other words, “Yes!” For every person having a negative McDonald’s experience, there are hundreds of others who have not. The real story here is that more attention has been given to the ones misusing the #McDStories hashtag, the ones with the loudest voices.
In like manner, the name Christian is still invaluable. It is derived from the only name on earth capable of providing salvation (cf. Acts 4:12). Thus, Christians should not shy away from it. Perhaps some of those calling themselves, “Christian,” have done wicked and horrible things. However, for every one of these “Christians.” whose deeds have been amplified by the detractors of Christianity, there are many more stories of good that go untold.
What degrades a name’s worth? In short, only the one possessing the name. For the most part, however, retaining the worth of a name is simply a matter of calling the unjust critics “on the carpet” for the occasions upon which they have spoken falsely.
McDonald’s #McDStories Twitter campaign backfires. Telegraph Media Group Limited 2012. Web. 13 February 2012.<http://www.telegraph.co.uk/technology/twitter/9034883/McDonalds-McDStories-Twitter-campaign-backfires.html>
Matz, Karin. McDonalds dumps egg supplier after safety, cruelty concerns. 2011. Web. 13 February 2012 <http://www.reuters.com/article/2011/11/22/us-mcdonalds-egg-idUSTRE7AL03G20111122>
McDonald’s Corporation MCD. Morningstar, Inc. 2012. Web. 13 February 2012. <http://quote.morningstar.com/Stock/s.aspx?t=MCD>