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Analysis of a web site: Mc Donalds
Communicative register of relation
Registers
Classification
Structural
Identification
Relation
Navigation
Availability
Text
Graphics
Animation
Sound
Functionality

Identity of the sender: young, friendly but also, in some sections, institutional.
The identity that the sender wants to communicate is, in some sections, the one of an adult with the childish soul inviting us to take part in the games and in the activities of the group.

Moreover never forgetting to communicate the genuineness and the quality of its product and the social work for the ideal and the real community: children with their parents and young people.The created relationship between the sender and the web user is generally fresh and friendly. Nevertheless some sections have an institutional look, for example the pages dedicated to the company, to the franchising or to the press room. Here we find another kind of relationship: a more formal one. All these elements confuse the web surfer.

Identity of the receiver: heterogeneous
To the hypothetical sender correpond several different kinds of ideal web users: children, curious and bold young people who want to identify with the community and meet other people. But also parents are the target of this web site, the sender in some sections speaks explicity to them (like in the section dedicated to birthday's parties).

Finally it also speaks to potential enterprisers and journalists.

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February 2003 - © Blumedia Art
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