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Resumo O sistema de producao de McDonald´s compreende uma diversidade de empresas e processos. A mercadoria chega as suas lojas para preparacao final e montagem, que ocorrem por meio de procedimentos estabelecidos em manuais, constantemente acelerados, seguindo a logica que da visibilidade a experiencia fast food da marca. O objetivo desse artigo, portanto, e estudar como o trabalho e representado dentro da loja de McDonald´s, por meio de regimes de visibilidade que, na frente do balcao, apagam a materialidade da producao dos alimentos, e constroem a imaterialidade da experiencia da mercadoria embalada para consumo. Para essa analise, serao utilizados elementos da Analise do Discurso de linha francesa sobre imagens de lojas do McDonald´s. Palavras-chave t rabalho; processo de controle; regimes de visibilidade; imaterialidade; experiencia. Abstract McDonald's production system includes a variety of firms and processes. The goods arrive at their stores for final preparation and assembly that take place in procedures established in manuals, constantly accelerated, following the logic that gives visibility to the brand’s experience. The aim of this paper therefore is to study how work is represented inside McDonald's stores, through arrangements of visibility that, at the check-out, erase the materiality of food production and build the immateriality of the experience of packaged goods for consumption. To this end, elements of discourse analysis following the French approach will be used on McDonald's images. Keywords w ork; control process; visibility regimes; immateriality; experience.

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O trabalho dentro da loja de McDonald´s: regimes de visibilidade que revelam a imaterialidade da produção | Work in McDonald´s: regimes of visibility revealing the immateriality of production