Analysis of Capitalism Values Using Dramatistic Pentad in The Movie "The Founder" (2016)

ANALYSIS OF CAPITALISM VALUES USING DRAMATISTIC
PENTAD IN THE MOVIE “THE FOUNDER” (2016)
THESIS
Proposed by:
Name : Sheila
NIM
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Concentration
: 1511.019.0201
: International Relations
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In Partial Fulfillment of the Requirements for the Bachelor Degree
in Communication Studies
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JAKARTA
2019
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ABSTRAK
SEKOLAH TINGGI ILMU KOMUNIKASI

THE LONDON SCHOOL OF PUBLIC RELATIONS – JAKARTA
PROGRAM SARJANA ILMU KOMUNIKASI
Nama : Sheila
NIM : 15110190201
Judul : Analysis of Capitalism Values Using
Dramatistic Pentad in The Movie “The
Founder” (2016)
Jumlah Halaman : 5 Bab, 101 Halaman, 2 Lampiran
Referensi : 16 Buku, 7 Situs Web, 6 Artikel Jurnal, 1
Naskah
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Film “The Founder” adalah film mengenai perjalanan hidup Ray Kroc
dalam menjadi penerus restoran McDonald’s. Film ini menunjukkan
perjalanan hidup Ray semenjak menjadi penjual multi-mixer sampai menjadi
pemilik tunggal dari McDonald’s. Film ini tidak hanya mengandung berbagai
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pelajaran berharga tetapi juga mengandung nilai – nilai kapitalisme. Film ini
adalah subjek dari penelitian dan fokus utama dari penelitian ini adalah untuk
menemukan nilai – nilai kapitalisme berdasarkan teori kapitalisme menurut
Max Weber dengan menggunakan metode Dramatistik Pentad oleh Kenneth
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Burke. Penelitian ini menggunakan metodologi kualitatif dan akan dijelaskan

adegan mana yang mengandung nilai – nilai kapitalisme dari metode
tersebut. Penulis menggunakan naskah dan film asli sebagai data primer dari
penelitian ini. Hasil dari penelitian ini menunjukkan bahwa ada sebelas
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adegan yang mengandung empat nilai kapitalisme dari Max Weber.
Kata Kunci : The Founder, Film, Kapitalisme, Max Weber, Dramatistik

Pentad, Kenneth Burke
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ABSTRACT
SEKOLAH TINGGI ILMU KOMUNIKASI

THE LONDON SCHOOL OF PUBLIC RELATIONS – JAKARTA
BACHELOR DEGREE IN COMMUNICATION
Name : Sheila
NIM : 15110190201
Thesis Title : Analysis of Capitalism Values Using
Dramatistic Pentad in The Movie “The
Founder” (2016)
Number of Pages : 5 Chapters, 101 Pages, 2 Appendixes
References : 16 Books, 7 Internet Websites, 6 Journals, 1
Script
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The movie “The Founder” is about the story of Ray Kroc on becoming
the successor of McDonald’s. It shows his journey from a multi-mixer
salesman to the owner of McDonald’s. The movie contains not just various
valuable lessons but also capitalism values. The movie is the subject of this
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research and the main focus of this research is to find the capitalism values
using the theory of Capitalism by Max Weber with the Dramatistic Pentad by
Kenneth Burke as the method for this research. The research methodology is
in the form of qualitative and it will explain which scene contains certain
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capitalism values. Writer uses the original script and movie as the primary
data for this research. The result of this research is that there is a total of
eleven scenes that contain four capitalism values by Max Weber.
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Keywords : The Founder, Movie, Capitalism, Max Weber, Dramatistic

Pentad, Kenneth Burke
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ACKNOWLEGEMENTS
Writer is grateful to The Lord Jesus Christ for His glory has given
writer the opportunity and strength to finish this thesis. The thesis titled
“Analysis of Capitalism Values Using Dramatistic Pentad in The Movie “The
Founder” (2016)” has been prepared to complete one of the requirements to
achieve the Bachelor Degree in Communication Studies majoring in
International Relations at STIKOM The London School of Public Relations –
Jakarta.
The completion of this thesis is inseparable from the support,
and writer would like to thank:

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encouragement and guidance of various parties for both moral and material
1. Mrs. Prita Kemal Gani, MBA, MCIPR, APR (UK), Head of STIKOM
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The London School of Public Relations – Jakarta.
2. Both of my parents for the love, prayer and support throughout my
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journey.
3. Mrs. Dr. Janette Maria Pinariya, M.M., Dean Marketing
Communications, Public Relations, dan International Relations
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Studies, Sekolah Tinggi Ilmu Komunikasi – The London School of

Public Relations Jakarta.
4. Mr. Ari S. Widodo Poespodihardjo, Ph.D as both Thesis Guidance and
Lecturer at STIKOM The London School of Public Relations – Jakarta
that has guided and lead me until the very end.
5. Mr. Irfan A.E. Sa’ud, S.H., M.I.Kom and Ms. Widya Natassha Rachim,
M.I.Kom as my Thesis Counselor.
6. All of my friends who has supported me and gave me strength in times
of weakness, especially Bella Ayu Prasetyo, Argelia Sofia and Maria
Jessica Tanoto.
7. Samuel Arman Sarif for the love, support and help from the beginning
to the end.
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8. Everyone in class IR19-1C and my fellow “Geng Sir Ari” friends for the
love and support during our time together.
9. And to everyone else who are not named individually for all the
support and prayers.
Writer realizes there is no such thing as perfection, therefore constructive

criticism and advice are expected. Writer hopes this thesis can provide
knowledge and information to those who needs it.
Jakarta, 11 June 2019
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Sheila
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TABLE OF CONTENT
PAGES TITLE Page
THESIS APPROVAL FORM
LETTER OF CONFIRMATION
ABSTRAK …………………………………………………………………………..i
ABSTRACT………….……………………………………………………………...ii
ACKNOWLEDGEMENT..………………………………………………………...iii
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TABLE OF CONTENT .…………………………………………………………...v
LIST OF FIGURES ………………………………………………………………viii

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LIST OF TABLES ………………………………………………………………...iv
LIST OF IMAGES ………………………………………………………………….x

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LIST OF APPENDIXES ………………………………………………………….xi
CHAPTER I BACKGROUND
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1.1. Research Background ……………………………………………..………...1
1.2. Problem ………………………………………………………………………..5
1.3. Objective ………………………………………………………………………5
1.4. Research Significance ……………………………………………………….5
1.4.1. Academic Significance…………………………………….……………….5
1.4.2. Practical Significance ………………………………………………………6
1.5. Writing Framework ……………………………………………………………6
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CHAPTER II THEORETICAL FRAMEWORK
2.1. Previous Research……………………………………………………………8
2.2. Capitalism Theory.……………………………………………...…………...11
2.3. Conceptual Framework……………………………………………………..19
CHAPTER III RESEARCH METHODOLOGY
3.1. Research Method …………………………………………………………...20
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3.2. Unit Analysis ………………………………………………………………...21
3.3. Data Collection Methods …………………………………………………...26

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3.3.1. Primary Data ……………………………………………………………....26
3.3.2. Secondary Data …………………………………………………………...26

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3.4. Data Analysis Procedure …………………………………………………...26
3.5. Validity Technique …………………………………………………………..30

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3.6. Time and Place of Research ………………………………………………31
3.7. Research Time Table ……………………………………………………….31
3.8. Delimitations ………………………………………………………………....32
CHAPTER IV ANALYSIS AND DISCUSSION
4.1. General Description of the Research Object …………………………….33
4.1.1. Synopsis of “The Founder”…………………………………………….....34
4.1.2. Awards Nominations and Wins .…………………………………………35
4.1.3. The Actors / Roles ..………………………………………………………37
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4.2. The Results of The Research Analysis …………………………………...39
4.2.1. Analysis Using Dramatistic Pentad ..……………………………………40
4.3. Discussion ..……………………………………………………….…………77
4.4. Critical Analysis ..……………………………………………………………81
CHAPTER V CONCLUSION AND RECOMMENDATION
5.1. Conclusion ...…………………………………………………………………97
5.2. Recommendation ……………………………………………………………98
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5.2.1. Academic Recommendation …………………………………………….98
5.2.2. Practical Recommendation ………………………………………………98

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REFERENCES……………………………………………………………………99
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LIST OF FIGURES
Page
Figure 1. Conceptual Framework ………………………………………………19
Figure 2. Pentad Diagram ……………………………………………………….27
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LIST OF TABLES
Page
Table 1. Unit Analysis ……………………………………………………………22
Table 2. Research Focus Table ………………………………………………...29
Table 3. Research Time Table ………………………………………………….31
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LIST OF IMAGES
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Image 1. The Founder Movie Poster …………………………………………..35
Image 2. Scene one 05:24 ………………………………………………………42
Image 3. Scene two 07:51 ………………………………………………………45
Image 4. Scene three 14:20 …………………………………………………….48
Image 5. Scene four 18:55 ………………………………………………………53
Image 6. Steakhouse 16:20 ……………………………………………………..54
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Image 7. Scene five 30:59 ………………………………………………………56
Image 8. Scene six 41:02 ……………………………………………………….60

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Image 9. Scene seven 57:27 ……………………………………………………62
Image 10. Scene eight 1:13:45 …………………………………………………66

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Image 11. Inst-a-mix milkshake 1:14:05 ……………………………………….67
Image 12. Restaurant Business magazine 1:14:02 …………………………..68

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Image 13. Scene nine 1:32:13 ………………………………………………….70
Image 14. Scene ten 1:42:20 …………………………………………………...73
Image 15. Scene eleven 1:44:01 ……………………………………………….76
Image 16. Dick holding a stopwatch 14:29 ……………………………………83
Image 17. Ray Kroc in search for franchisee candidates 57:27 …………….85
Image 18. The check 1:39:42 …………………………………………………...87
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LIST OF APPENDIX
Appendixes 1 Statement Letter of Thesis Authenticity
Appendixes 2 Biography
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CHAPTER I
INTRODUCTION
1.1. Research Background
Ray Kroc was a 52 year-old milk-shake machine salesman when he
first discover McDonald’s, a simple hamburger stand in San Bernardino,
California, and he envisioned what restaurant should be like in the future.
Raymond Albert Kroc or more well known as Ray Kroc began his journey
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small and work his way up by building an empire out of McDonald’s
Corporation proving himself worthy to be called an “industrial pioneer” by

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Forbes. In a book by Daniel Gross called “Forbes Greatest Business Stories
of All Time”, Ray Kroc landed a 15 pages long with the title “Ray Kroc,
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McDonald’s, and The Fast-Food Industry” describing how he managed to
build McDonald’s from the scratch until a multi-billionaire company as it is

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now.
“He revolutionized the American restaurant industry by imposing

discipline on the production of hamburgers, french fries, and milk
shakes. By developing a sophisticated operating and delivery system,
he insured that the french fries customers bought in Topeka would be
the same as the ones purchased in New York City. Such consistency
made McDonald’s the brand name that defined American fast food.”
(Gross, 1997, p. 177)
His early life was nothing compared to “after McDonald’s”. A simple
boy, Raymond Albert Kroc, was born in Oak Park, Illinois on the 5th of
October 1902. He took part in World War I as a Red Cross ambulance driver
at the age of 15. After WWI, he move from job to job working as a pianist,
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musical director, a real estate salesman, salesman for the Lily-Tulip Cup
Company, and eventually working as a multi-mixer salesman that landed him
the opportunity to begin his life at McDonald’s. (Ray Kroc Biography, 2014)
Ray Kroc was a very persistent man. This kind of persistence is very
rare and hard to find. His determination inspires people to do more and to
thrive in the business world. He made himself well known for his success in
franchising McDonald’s across America and making McDonald’s an
international fast-food restaurant eventually (Ray Kroc Biography, 2014)
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Ray Kroc died at the old age of 81, leaving behind McDonald’s, a
baseball team, and many fans. “As long as you’re green you’re growing, as
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soon as you’re ripe you start to rot.” (Kroc & Anderson, 2016, p. 15) Right
now, McDonald’s operate in more than 100 countries in the entire world and
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has a house of charity called the Ronald McDonald House Charity dedicated
to children’s health and comfort that operates in 64 countries around the

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globe. (McDonald’s, 2018)
The Founder is a movie based of the true story of the restaurant
McDonald’s. The movie was directed by John Lee Hancock, produced by
Don Handfield, Karen Lunder, Jeremy Renner and Aaron Ryder and the
screenplay was written by Robert Siegel. The movie received a rating of 7.2 /
10 from IMDb (Internet Movie Database) and 66/100 from metacritic.com.
Tells a story of a salesman who turns a small restaurant, McDonald's into
one of the most famous fast food restaurants in the world. (IMDb The
Founder, 2017)
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The movie took place back in 1954 when Ray Kroc who was a multi-
mixer salesman visited a restaurant called McDonald 's in San Bernardino,
California with the aim of delivering some of the multi-mixers and from then
on he saw an opportunity where he believed he could turn this small
restaurant into a multi-national business. In 1955 he founded McDonald’s
System, Inc., which later became the basis of McDonald’s Corporation, and 6
years later bought exclusive rights on behalf of McDonald’s from the first two
owners, Richard and Maurice or more known as Dick and Mac McDonald.
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(McDonald's, 2018) And now, McDonald’s has a profit of 21.2 billion US
dollar in October 2018. (McDonald’s Corporation, 2018)

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In the movie, Ray Kroc started out as a franchisee of McDonald’s. He
opened his franchise in Des Plaines, Illinois and shortly after, he managed to
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go far beyond as having more than 50 franchises across the country of
America. The idea of opening 50 franchises in a year seems pretty

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impossible, but not for Ray Kroc. Ray Kroc once mentioned about how
McDonald’s can be the new American Church. He mentioned it because he
sees a lot of churches in the area and he illustrates the growth of McDonald’s
franchises will be as much as the churches there and the way he did it is by
selling the franchise agreement to people who he sees to have potential in
running a fast food restaurant.
He wants people who are not afraid to get their hands dirty, people
with drive as he said.

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What started as a franchise owner, became the owner of the whole
company. Ray Kroc managed to buy off the share of the two original owner
and founder of McDonald’s, Richard and Maurice, for the price of $1,350,000
each and a handshake promise of 1% cut of future corporate earnings, which
they never get at the end.
The problem or the main focus on this movie is how Ray Kroc worked
his away up from the bottom to the top. His motto is persistence which he
gets from listening to a fictional vinyl record called “The Power of Positive” by
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Dr. Clarence Floyd Nelson which is also fictional. But the point is, in the
record, the supposedly Dr. Clarence was talking about how persistence will
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change your life, even a talented nor genius man won’t be able to compete
without any persistence and that fuels Ray Kroc to become a successful
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man.
At the end of the movie there is a clip of the real Ray Kroc’s voice
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telling his version of when he first saw McDonald’s and he said “Basically, it
was a matter of me working longer and harder than anybody else.” And that
is persistence.
Persistence is one of the four capitalism values by Max Weber. The
rest are Frugality, Thorough, and Diligent. The way that Max Weber explains
it is these values are based on Protestantism and Protestantism is the core
of capitalism. If you live according to these four values, you are living the
God’s right way of living. Hence, the theory is suitable to analyze the movie
“The Founder”.
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The writer’s main focus on this writing is to show the capitalism values
that are infiltrated in the movie “The Founder”. How the writer is going to
show the values is by using the Dramatistic Pentad Method by Kenneth
Burke. Those values are shown in the movie in the form of dialogue from the
cast and the scene of the movie. With this research, writer wishes to classify
the scenes and dialogue to fit the values and proof that this movie has
capitalism values in it.
1.2. Problem
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1. What are the capitalism values in the movie “The Founder”?
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2. How the capitalism values in the movie “The Founder” are portrayed?
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1.3. Objective
1. To find out the capitalism values in the movie “The Founder”

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2. To find out how the capitalism values are portrayed in the movie “The
Founder”.
1.4. Research Significance
1.4.1. Academic Significance
This research should be a guidance for the next research regarding
capitalism values that are portrayed in the movie “The Founder” or any other
movie that uses pentad dramatistic method by Kenneth Burke.

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1.4.2. Practical Significance
This research should be useful to the people who enjoy the movie
“The Founder” and find out what are the capitalism values in it and hopefully
can take the positive side of this research.
1.5. Writing Framework
CHAPTER I BACKGROUND
This chapter is about the research background,
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problems, objectives, research significance, and the
writing method that the writer is using in this research of

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capitalism values in the movie “The Founder” (2016).
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CHAPTER II THEORETICAL FRAMEWORK
This chapter is about the previous research that is

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related to my research regarding the capitalism value in
the movie “The Founder”, the theory im using in this
research which is the theory of capitalism by Max Weber,
and also the research framework of my research.
CHAPTER III RESEARCH METHODOLOGY
This chapter is about the research methodology that the
writer is using for this research which is the dramatistic
pentad by Kenneth Burke, the research focus which is

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the capitalism value in the movie “The Founder”, data
collection and data analysis technique, validity technique,
time and place of research, research time table, also
limitation of research.
CHAPTER IV ANALYSIS AND DISCUSSION
This chapter is about the result of my analysis regarding
the theory and concept of my research.
CHAPTER V
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CONCLUSION AND RECOMMENDATION
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The last chapter is about the conclusion and
recommendation regarding my research of the capitalism

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values in the movie “The Founder”

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CHAPTER II
THEORETICAL FRAMEWORK
2.1. Previous Research
In this chapter the writer want to discuss about the previous research
regarding the theory and method that the writer is using in this research
which are the Capitalism theory by Max Weber and the Dramatistic Pentad
by Kenneth Burke. Here are a few of the previous research:
1.
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PENTAD ANALYSIS PADA FILM “LEGEND OF THE GUARDIANS”
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by Latifah Novitasari, Prayudi and Agung Prabowo
In this research, the writers aim to analyze the representation of

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heroism value in “The Legend of the Guardians” by using dramatism
theory as the main theory and pentad analysis as a method. The

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writers draw the line as to five pentad method by Kenneth Burke which
are Act, Scene, Agent, Agency, and Purpose and results showed that
the representation of the heroism value in the movie indicated by are
clearly portrayed in those elements. For Act, the movie always
includes scenes battle to save his kingdom, Scene is shown by the
use low key lighting concept to give the impression of dramatic,
suspenseful and gripping the battle scenes in the movie, Agent is
shown with heroic character, never give up, willing to sacrifice, to
protect the weak and defend the truth which can be seen in the
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character of Soren, Digger, Twillight, Gylfie and the Guardians,
Agency is shown using war and believe gizzard activity in achieving a
specific goal, and Purpose is shown by figures who eradicate evil
creatures in order to save the oppressed and restore peace to the
kingdom of owls are great Ga’Hoole tree.
2. “Pemikiran Max Weber tentang Etos Protestanisme dan Lahirnya
Kapitalisme Modern Menurut Kieran Allen dan Relevansinya
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untuk Indonesia Abad ke-21” by Reza A.A Wattimena
This research is done to develop the relationship between the urge to

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expand economic capital and the faith in God using the idea of Max
Weber in his book called Protestant Ethic and the Spirit of Capitalism,
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the writer sought to look for relevance to Indonesian Society. The
capitalism value itself is the same as the Protestant Ethics and they
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are frugality, persistent, thorough, and diligent. In the research, the
writer debated on how capitalism rose only in Europe and not Asia,
and the answer is because there is one religion that is dominant in that
era and that is Christian Protestant, that’s where the name of
Protestant Ethics is originated from. The writer wants to connect both
and understand what makes modern capitalism emerges in Indonesia
and he came to a conclusion that economic growth and prosperity
needs government policies and incentives and on enlightened way of
life as the writer wrote.

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3. “”Dadah” is Death: A Burkean Analysis” by Fuziah Kartini
Hassan Basri
This research focuses on the way how a CBS mini series called
“Dadah is death” portray a real life story of two Australian citizens,
Brian Chambers and Kevin Barlow that were hanged at the Pudu
Prison, Kuala Lumpur Malaysia, who are proven guilty of possession
of a large amount of heroin. The writer used the pentad method to
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break down the motive of this TV series. The writer stresses on how in
the TV series, there are a lot of things that are portrayed differently
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from the one that is happening in the real life. Using the pentad
method, the writer explained how the agency was tv series, the act is
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the tv series that is used, the agent is the producer, the purpose is to
protest against capital punishment and elicit sympathy from viewers

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and the scene is by highlighting the fighting spirit and daring actions of
a courageous Australian mother who attempted to get her son
acquitted from a hanging sentence in a offenses such as smuggling.
Another one that she stresses about is how in the tv series, Malaysia
is portrayed as a grim, dirty, corrupted, slow, and almost lethargic, and
backward.
She then concluded that the reason why the tv series is portrayed so
differently is because the producer felt guilty because he nor other
citizen of Australia could not save the two man hanged. And from that
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guilt, he made “”Dadah” is Death” as an attempt of purification on his
conscience. He victimize the Malaysian government for hanging a
fellow citizen and judge them as backward and indifferent.
2.2. Capitalism Theory
According to the Kamus Besar Bahasa Indonesia, capitalism is
“sistem dan paham ekonomi (perekonomian) yang modalnya (penanaman
modalnya, kegiatan industrinya) bersumber pada modal pribadi atau modal
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perusahaan swasta dengan ciri persaingan dalam pasaran bebas.” (Kamus
Besar Bahasa Indonesia, 2018) Or, capitalism is a system and economic

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understanding (economic matters) which its capital (capital investment,
industrial activity) is originating from private capital or private company

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capital with competitive characteristics in the free market.
Schumpeter (2010, p. ix), briefly explain that the heart of capitalism

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was innovation, and innovation required some degree of monopoly power.
Meanwhile, as Sarwat Jahan and Ahmed Saber Mahmud (2015, p. 1), said
Capitalism is often thought of as an economic system in which private actors
own and control property in accord with their interests, and demand and
supply freely set prices in markets in a way that can serve the best interests
of society. Adam Smith said “It is not from the benevolence of the butcher,
the brewer, or the baker that we expect our dinner, but from their regard to
their own interest.” Meaning, both parties to a voluntary exchange transaction
have their own interest in the outcome, but neither can obtain what he or she
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wants without addressing what the other wants (Jahan & Mahmud, 2015, p.
1).
Adam Smith also mentioned in the book by Mark Obrinsky called
“Profit Theory and Capitalism” The consideration of his own private profit is
the sole motive which determines the owner of any capital to employ it either
in agriculture, in manufactures, or in some particular branch of the wholesale
or retail trade. (Obrinsky, 2015, p. 1) Max Weber said in his book called “The
Protestant Ethic and The Spirit of Capitalism” that the essence of the spirit of
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modern capitalism is how man is dominated by the making of money, by
acquisition as the ultimate purpose of his life. Economic acquisition is no

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longer subordinated to man as the means for the satisfaction of his material
needs. (Weber, 2005, p. xi)

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This concludes that the sole purpose of a man or an organization is to
gain profit as big as they can and by doing so can man be satisfied and fulfill
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their needs in life.
As Ha-Joon Chang mentioned in his book called “23 Things They
Don’t Tell you About Capitalism” Capitalism was transformed from a system
made up of Adam Smith’s pin factories, butchers and bakers, with at most
dozens of employees and managed by a sole owner, into a system of huge
corporations hiring hundreds or even thousands of employees, including the
top managers themselves, with complex organizational structures. (Chang,
2010, p. 18)
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According to Harry M. Benshoff & Sean Griffin (2009, p. 9), Capitalism
as an ideology can be defined as the belief that success and worth are
measured by one’s material wealth. This fundamental aspect of capitalism
has been so ingrained in the social imagination that visions of the American
Dream almost always invoke financial success: a big house, big car, yacht,
closets full of clothes, etc. The movie that the writer chose is originated from
the United States where the dominant ideology was the white patriarchal
capitalism that permeated the films (Benshoff & Griffin, 2009, p. 8). White
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patriarchal capitalism is an ideology that delivers the conceptions that men of
Western and Northern European are the most important members of society,
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and thus entitled to greater opportunity and access to power and property
(Benshoff & Griffin, 2009, p. 9).

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On an article by Robert Formaini called “Free Markets on Film:
Hollywood and Capitalism” stated that “A wonderful example of the power of

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capitalism to create markets, and to transform an existing undertaking while
creating fabulous wealth in the process, is the rise of the American film
industry “ (Formaini, 2001, p. 1). But, he also mentioned “The film industry
would be one of the most effective educational instruments for promoting the
free market. But one would, alas, be quite mistaken. For Hollywood, from its
earliest time right through to the present, is a single economic point-of-view
town, and that viewpoint is, generally, anti-capitalist.” (Formaini, 2001, p. 1)
With that being said, it made writer realize that even though the point of view
might be stated as anti capitalist, that doesn’t mean the movies that America
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produces doesn’t have any capitalism value as seen in the movie The
Founder. One could see capitalism in a positive way, but the other could see
it in a negative way, it all depends on your perspective.
Max Weber was the pioneer on Protestantism and Capitalism on
Europe at his time. He explained on his book that the birth of capitalism on
Europe is not because of the population of Jewish people but Protestantism
itself. (Weber, 2005, p.7)
Protestant ethics is used as a moral standard to guide people in work
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or daily activities. Those moral standards are frugality, persistent, thorough,
and diligent. According to Weber, the core of the birth of capitalism is

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something that is actually very sacred, that is to live in God’s way of living
and therefore living life according to the moral standards or values.

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(Wattimena, 2011)
Max Weber, in his book called “Protestant Ethic and the Spirit of
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Capitalism”, quoted Benjamin Franklin:
Remember, that time is money. He that can earn ten shillings a day by
his labour, and goes abroad, or sits idle, one half of that day, though
he spends but sixpence during his diversion or idleness, ought not to
reckon that the only expense; he has really spent, or rather thrown
away, five shillings besides.
Remember, that credit is money. If a man lets his money lie in my
hands after it is due, he gives me the interest, or so much as I can
make of it during that time. This amounts to a considerable sum where
a man has good and large credit, and makes good use of it.
Remember, that money is of the prolific, generating nature. Money
can beget money, and its offspring can beget more, and so on. Five
shillings turned is six, turned again it is seven and three pence, and so
on, till it becomes a hundred pounds. The more there is of it, the more
it produces every turning, so that the profits rise quicker and quicker.
He that kills a breeding sow, destroys all her offspring to the
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thousandth generation. He that murders a crown, destroys all that it

might have produced, even scores of pounds.
Remember this saying, The good paymaster is lord of another man’s
purse. He that is known to pay punctually and exactly to the time he
promises, may at any time, and on any occasion, raise all the money
his friends can spare. This is sometimes of great use. After industry
and frugality, nothing contributes more to the raising of a young man
in the world than punctuality and justice in all his dealings; therefore
never keep borrowed money an hour beyond the time you promised,
lest a disappointment shut up your friend’s purse for ever.
The most trifling actions that affect a man’s credit are to be regarded.
The sound of your hammer at five in the morning, or eight at night,
heard by a creditor, makes him easy six months longer; but if he sees
you at a billiard-table, or hears your voice at a tavern, when you
should be at work, he sends for his money the next day; demands it,
before he can receive it, in a lump.
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It shows, besides, that you are mindful of what you owe; it makes you
appear a careful as well as an honest man, and that still increases
your credit.
Beware of thinking all your own that you possess, and of living
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accordingly. It is a mistake that many people who have credit fall into.
To prevent this, keep an exact account for some time both of your
expenses and your income. If you take the pains at first to mention
particulars, it will have this good effect: you will discover how
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wonderfully small, trifling expenses mount up to large sums; and will

discern what might have been, and may for the future be saved,
without occasioning any great inconvenience.
For six pounds a year you may have the use of one hundred pounds,
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provided you are a man of known prudence and honesty.

He that spends a groat a day idly, spends idly above six pounds a
year, which is the price for the use of one hundred pounds.
He that wastes idly a groat’s worth of his time per day, one day with
another, wastes the privilege of using one hundred pounds each day.
He that idly loses five shillings’ worth of time; loses five shillings, and
might as prudently throw five shillings into the sea.
He that loses five shillings, not only loses that sum, but all the
advantage that might be made by turning it in dealing, which by the
time that a young man becomes old, will amount to a considerable
sum of money. (Weber, 2005, p.14-16)
Weber argues that this speech contains the spirit of capitalism. (Weber,
2005, p.16) Truly what is here preached is not simply a means of making
one’s way in the world, but a peculiar ethic. (Weber, 2005, p.17) Franklin’s
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moral attitudes are coloured with utilitarianism. Honesty is useful, because it
assures credit; so are punctuality, industry, frugality, and that is the reason
they are virtues. A logical deduction from this would be that where, for
instance, the appearance of honesty serves the same purpose, that would
suffice, and an unnecessary surplus of this virtue would evidently appear to
Franklin’s eyes as unproductive waste. (Weber, 2005, p.17)
It is an obligation which the individual is supposed to feel and does
feel towards the content of his professional activity, no matter in what it
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consists, in particular no matter whether it appears on the surface as a
utilization of his personal powers, or only of his material possessions (as

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capital). (Weber, 2005, p.19)
This go back to the research’s title “Analysis of Capitalism Values

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using Dramatistic Pentad in The Movie “The Founder”. The purpose of this
writing is to show the capitalism side of the movie using the values of
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capitalism by Max Weber. In the movie, Ray Kroc initially wasn’t living the
American Dream. Having a big house, a nice car, nor having any yacht. He
was a 52 year old, multi-mixer salesman who is struggling to make any sales.
He wanted to live that American Dream and he did, eventually, by working
hard and keep pushing his limits until he reach his goal. (Hancock, et al., The
Founder, 2016)
When he wanted to get a loan to build his franchise of McDonald’s,
searching for candidates for future McDonald’s franchisee, even as simple as
telling his wife about his dream, people doubt him. He got people laughing at
17
him, people look down on him, but he never stop and that made him a
successful man. That is the value of persistence. (Hancock, et al., The
Founder, 2016)
He taught his employee well, he watches over them and make sure
they do the right thing, he checks on the quality of other franchisee, and that
is diligent. Being thorough can be seen by his activeness on checking
everything to the point of having to drive over to other franchise location
which takes time and energy, and when it comes to frugality, he finds his way
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to save as much money as he could to make ends meet. (Hancock, et al.,
The Founder, 2016)

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What the writer sees in this movie is Ray Kroc’s motive on making
McDonald’s his and eventually growing McDonald’s as one of the biggest

S
fast food restaurant across the country by using the capitalism values from
Max Weber which are persistence, diligent, thorough, and frugality.

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Not only Ray Kroc but also other characters in the movie has shown
the values through their dialogues throughout the movie. Richard and
Maurice McDonald, the original owner of McDonald’s showed the value
diligent and thorough by keeping notes and time to make sure everything
goes well in the kitchen of McDonald’s. June Martino, Ray’s assistant also
shown the value thorough by always taking notes and keeping tabs on
important messages and daily errands. Joan Smith also has a role in frugality
where she provided the solution for the high maintenance cost of ice cream
in the McDonald’s franchises. Therefore, the whole movie correlates to one

18
character to another in showing the four capitalism values through their
dialogues. (Hancock, et al., The Founder, 2016)
The issue of capitalism in this movie that no one talks about or no one
really consider it as an issue is while Ray Kroc did succeed on making
McDonald’s his and growing it, he was using those capitalism values and he
nor the people that watches the movie may not know. For writer, it is a valid
issue because while people admire his work and his success throughout his
career, some of his doings fits the description of capitalism values by Max
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Weber which writer mentioned earlier before.
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2.3. Conceptual Framework
Movie: The Founder (2016) by John Lee Hancock inspired by

the true story of McDonald's
Pentad Dramatistic Method by Kenneth Burke
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P
Analysis of Capitalism Values by Max Weber
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Analysis of Capitalism Values Using Dramatistic Pentad in The

Movie "The Founder" (2016)
Figure 1. Conceptual Framework, Data Processed by Researcher, 2018.

CHAPTER III
RESEARCH METHODOLOGY
3.1. Research Method
In this research, writer is going to use the qualitative approach with the
specification of Dramatistic Pentad method by Kenneth Burke. According to
Christine Daymon and Immy Holloway in the book “Qualitative Research
Methods in Public Relations and Marketing Communication”, qualitative
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research methods are a powerful means of gaining an in-depth, holistic
understanding of the relationship between international culture and com-

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munication from the perspective of those inside a society or ethnic group
(Daymon & Holloway, 2011, p. 7). It can be used to provide critical,

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innovative insights into communicative processes, the motivations and
involvement of human beings, and the cultural contexts in which they are
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situated (Daymon & Holloway, 2011, p. x).
Regarding the Dramatistic Pentad method itself, Kenneth Burke
explained it in his book called “A Grammar of Motives”. The first paragraph of
the book, Kenneth Burke asks, “what is involved, when we say what people
are doing and why they are doing it?” and the answer to that question is the
subject of the book. (Burke, 1969, p. xv) He briefly explain that the book is
concerned with the basic forms of thought which, in accordance with the
nature of the world as all men necessarily experience it, are exemplified the
attributing of motives. (Burke, 1969, p. xv). The main goal of this method is to
20
21
determine the rationale behind every action. Dramatistic Pentad is a tool to
analyze how a speaker attempts to get an audience to accept his or her view
of reality by using five key elements of the human drama—act, scene, agent,
agency, and purpose. (Griffin, 2012, p. 301) Without question, the dramatistic
pentad is the feature of Burke’s writing that has gained the most approval
(Griffin, 2012, p. 306) Dramatism, as its name implies, conceptualizes life as
a drama, placing a critical focus on the acts performed by various players.
Just as in a play, the acts in life are central to revealing human motives.
(West & Turner, 2010)

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The reason why the writer chose this method is because it is more
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possible for the writer to obtain the data using this method of research. In
writer’s opinion, this method fits the research because as writer mentioned
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earlier, this method focuses on 5 points which are act, scene, agent, agency,
and purpose which helps writer to divides the scenes in this movie and fit it in
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which category of the five point.
3.2. Unit Analysis
The unit analysis for this research focuses on the language and
expression shown in the movie “The Founder” that portrays the values of
capitalism which are: frugality, persistent, thorough, and diligent. These are
the list of the scenes.

22
Table 1. Unit Analysis
Element Evidence Unit Analysis
In this scene, Joan is providing
a solution for the high
maintenance cost of ice cream
needed to make milkshake and
replacing it with instant powder

Frugality Minute 1:13:45 – 1:14:14
milkshake. It will save money
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and time in the huge electrical
cost from the refrigerator used

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to store the ice creams.
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Dick and Mac McDonalds are
talking about how they cut off

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multiple menus, jukebox,
cigarette machines, and other

Frugality Minute 18:55
things to have a successful
business hence the dialogue
“focus on what sells.”
This scene shown the
conversation between Ray Kroc

Persistence Minute 30:58 – 31:11
and his then-wife Ethel Kroc
when Ray just got back from

23
seeing McDonald’s for the first
time. Ethel was saying that Ray
should stop working too hard
and start enjoying life but Ray’s
persistence said no.
Ray Kroc talking to Dick
McDonald right after he bought
Dick and Mac’s shares of the
Persistence
was determined
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company. He mentioned how he
to make
Minute 1:42:20
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McDonald’s his from the
moment he saw the restaurant.

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Ray Kroc talking to Dick and
Mac McDonald on the phone

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arguing about the logo of
McDonald’s and the name
McDonald’s Corporation in
Persistence Minute 1:32:13 – 1:33:37
Ray’s letterhead. Even though it
is wrong to use the name
McDonald’s, Ray insisted on
keeping it.
In the first scene was Ray Kroc

Minute 05:24 & 1:44:01
Persistence
listening to “The Power of
24
Positive” by Dr. Clarence Floyd
Nelson and in the second scene
is Ray Kroc using his line about
persistence while prepping for
his speech in front of Senator
Reagan at that time.
June, Ray’s secretary is on the
phone talking to Ray telling him
Thorough R
about the order of 6 mixers for a
restaurant in San Bernardino.

Minute 07:51
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Having the slip means she has
everything on record.
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Both of the McDonald’s brothers
watching every move in the

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kitchen to make sure everything
goes well and up to the
standards. (Dick McDonald
using timer to time every move

Thorough Minute 14:20 – 15:55
of the employee to fit the 30
seconds speedee system they
created). Dick and Mac are also
seen discussing on changing
the oil temperature to fry the

25
fries better.
Ray Kroc asking the update on
the essential points for the Des
Plaines McDonald’s franchise to
June, his secretary. This proves
him to be thorough on the

Thorough Minute 41:02 – 41:12
details of the construction site.
(Stakeout with engineer, fire
department,
driveway
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approval
design,
on
and
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excavation permits)
Ray Kroc in search for the next

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candidates for McDonald’s
franchisee. He needs a
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hardworking person and a
hands-on type of man that can

Diligent
Minute 57:27 – 58:32
handle and run the restaurant
accordingly and meets the
standard of how McDonald’s
should be.
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Source : Data Processed by Researcher, 2018.
3.3. Data Collection Methods
Data collection method is used by writers to gather all the data that the writer
needs. It is divided by two, there is primary data and secondary data.
3.3.1. Primary Data
Primary data is data that can be easily obtained directly from the
source of the research which is in this research is the movie “The Founder”
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itself and the original screenplay script.
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3.3.2. Secondary Data
Secondary data is the data that is available regarding the source of

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the research. The writer obtain it through the internet, websites, books,
journals, and articles in journals regarding the theory of capitalism by Max

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Weber, the Dramatistic Method by Kenneth Burke and also the movie itself.
3.4. Data Analysis Procedure
The method of data analysis that the writer is using is the same
method as the research method which is the dramatistic pentad method by
Kenneth Burke. As writer mentioned earlier on Research Method, the
Dramatistic Pentad method is used as a tool to analyze how a speaker
attempts to get an audience to accept his or her view of reality by using five
27
key elements of the human drama—act, scene, agent, agency, and purpose.
(Griffin, 2012, p. 301)
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Figure 2. Pentad Diagram, from West & Turner, 2010.
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In dramatism, there are five keys that determine an act of which
S
someone did. It can be found in legal judgments, poetry and fiction, in

L
political and scientific works, in news and in bits of gossip. Those five keys
are:
1. Act : What was done?
2. Scene : When or where it was done?
3. Agent : Who did it?
4. Agency : How they did it?
5. Purpose : Why they did it?
At the end, he added a sixth finger to the pentad which is attitude. The
attitude showed how somebody positioned themselves compared to others

28
around them. When using the pentad to analyze a symbolic interaction, the
analyst first determines all the elements of the pentad and identifies what
occurred in a particular act. (West & Turner, 2010, p. 337)
In this research, the writer will try to use an example using the
Dramatistic Pentad method from the movie.
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P
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Table 2. Research Focus Table
Object Element Evidence
How Ray Kroc Build

Act
the McDonald’s empire
Shown by how Ray

Kroc work his way up
by starting as a
Scene franchisee of
McDonald’s and
eventually owning
Agent
R McDonald’s.
Ray Kroc himself

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In scenes and dialogue
The Dramatistic Pentad that shown Ray Kroc’s
determination to make
Method
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McDonald’s as a
Agency
national restaurant by
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selling franchise deal

all across the country
of America.
To make McDonald’s
as a national restaurant
by selling franchise
Purpose deal all across the
country and eventually
owning McDonald’s all
to himself.
Source : Burke, 1969 ; Data Processed by Researcher, 2018.
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3.5. Validity Technique
In Validity technique, writer is going to use the triangulation technique.
In a book called Qualitative Research Methods in Public Relations and
Marketing Communication by Christine Daymon and Immy Holloway, the
writer explained that Triangulation is a combination of more than one
perspective in one research, used to corroborate the data because,
traditionally, it is claimed that this strategy provides a more ‘complete’
picture. (Daymon & Holloway, 2011, p. 91)
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Denzin (2009) explains that triangulation comes in different forms,
which are data triangulation that uses multiple data sources such as
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collecting data from different groups, settings or at a different time,
Investigator triangulation uses more than one expert researcher in the same
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study, Theoretical triangulation that employ several possible theoretical
interpretations of the study, developing and testing competing propositions

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against each other, and Methodological triangulation that uses two or more
methods in the same study such as observations, interviews, documents,
and questionnaires. (Daymon & Holloway, 2011, pp. 91-92)
Writer will use the data triangulation as the validity technique on this
research because the data that is used in this research came from multiple
sources such as the movie “The Founder” itself, the original script of the
movie, websites, and many more. With this validity technique, the writer
hopes to find validity in the use of dramatistic pentad method to analyze the
capitalism value by Max Weber in the movie “The Founder”.

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3.6. Time and Place of Research
This research started in September 2018. The writer did this research
at the library of Campus B of STIKOM London School of Public Relations –
Jakarta. The submission of the title started on August 2018 from then on,
writer started working on literature review and then thesis proposal which, will
be submitted on the 21st of November 2018. Writer then continues this
research until June 11th 2019 with the submission of the finished research.
3.7. Research Time Table
Table 3. Research Time Table

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Year of research 2018 – 2019
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Progress Aug Sept Oct Nov Dec Jan Feb Mar
Title
S
Submission
Literature
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review
Chapter I
Chapter II
Chapter III
Chapter IV
Chapter V
Source : Data Processed by Researcher, 2019.

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3.8. Delimitations
The limitations for the writer on doing this research are the writer are
not able to interview the actor, actress, and everyone who took part in the
making of the movie “The Founder”. Another limitation is, the writer are not
able to analyze every single capitalism values in the movie, the writer only
able to analyze some of the capitalism values by Max Weber which are
Persistence, Frugality, Thorough and Diligent.
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CHAPTER IV
ANALYSIS AND DISCUSSION
4.1. General Description of the Research Object
In this chapter, writer will discuss how capitalism values by Max
Weber are portrayed in the movie “The Founder” by using the dramatistic
pentad method by Kenneth Burke. Every scene in the movie “The Founder”
that has the capitalism values by Max Weber – which are frugality,
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persistence, thorough and diligent – will then be analyzed by using the
dramatistic pentad method by Kenneth Burke. As writer mentioned before on

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chapter 3.4, the dramatistic pentad method contains 5 keys, which are, Act
(what was done), Scene (when or where it was done), Agent (who did it),
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Agency (how they did it) and Purpose (why they did it). (West & Turner,
2010, p. 335). Those 5 keys will help writer in the process if analyzing to
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thoroughly determine why which scene contain which capitalism value.
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4.1.1. Synopsis of “The Founder”
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Image 1. The Founder Movie Poster (Amazon, 2018)

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The Founder is a movie based on the true story of Ray Kroc, the
founder of McDonald’s. The movie tells a story about Ray Kroc’s journey
from being a multi mixer salesman to the owner of a multi-national business,
McDonald’s.
Ray Kroc came across McDonald’s when it was located in San
Bernardino, California and was owned by the two McDonald’s Brothers,
Richard and Maurice. The restaurant has ordered 8 multi mixer from Ray
Kroc and back then, no restaurant has ever ordered that much multi mixer for
35
one place only. Hence started Ray Kroc’s curiosity on how successful this
restaurant is.
When Ray Kroc witnessed how the restaurant is very neatly organized
and successful he saw the opportunity to own a franchise of the restaurant.
Then he started to find more people to take that opportunity and sell them the
land to open more franchise which he called the McDonald’s System, Inc.
and later became the basis of McDonald’s Corporation.
This one opportunity landed him the ability to buy off the exclusive
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rights of the two original owners, Richard and Maurice. Later on, McDonald’s
kept on growing until it became a multi-national company just as Ray Kroc

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desires it to be. (Hancock, et al., The Founder, 2016)
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4.1.2. Awards Nominations and Wins
The Founder got nominated for several awards and one win. The
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nominations are 3 AARP Movies for Grownups Award on Best Actor, Best
Time Capsule and Best Buddy Picture, and 1 Gran Premio Internazionale del
Doppiaggio nomination for Best Leading Voice Actor. The movie got one win
for Capri Actor Award that was given to Michael Keaton, the leading actor in
this movie. (IMDb The Founder (2016), 2017)

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4.1.3. The Actors / Roles
In this section, writer is going to explain about the actors and the roles
that they played in the movie “The Founder”.
Michael Keaton as Ray Kroc
Michael Keaton is playing the leading role of Ray Kroc in this movie.
Ray Kroc was a multi-mixer salesman then become the successor of
McDonald’s both nationally and internationally. Ray Kroc started from being a
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franchisee of McDonald’s to owning the name McDonald’s and making it one
of the biggest restaurant chains in the world. (Hancock, et al., The Founder,
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2016)
He bought off the rights of McDonald’s from the two original owner
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and founder, Richard and Maurice McDonald for the amount of 2,7 million
dollars and left them with nothing except the original place of McDonald’s
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restaurant, which they have to change the name that has no affiliation with
McDonald’s. (Hancock, et al., The Founder, 2016)
Nick Offerman as Richard McDonald
Nick Offerman played the role of Richard McDonald or more known as
Dick McDonald, one of the McDonald brothers and the original founder of
McDonald’s restaurant. Richard McDonald was a very meticulous person. It
was shown in the movie on the little things that people don’t usually pay
attention to. For example, he took notes on every single detail that were
37
prepared in the kitchen. The hotness of the oil to fry the potatoes, how long
the potatoes should be fried to reach a certain level of crispiness and other
little things. (Hancock, et al., The Founder, 2016)
He was the co-founder and owner of the original McDonald’s
restaurant. He and his brother Maurice McDonald, was also the one founded
the McDonald’s speedy system which later on, both of it was bought off from
them with the amount of 2,7 million dollars to Ray Kroc. (Hancock, et al., The
Founder, 2016)
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John Carroll Lynch as Maurice McDonald
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John Carroll Lynch is playing the role of Maurice McDonald or more
known as Mac McDonald. Mac was one of the McDonalds brothers, co-
S
founder and owner of the restaurant McDonald’s. In this movie, Mac was
portrayed as the one person that always tries to see everything from the
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bright sight. He was more laid back than his brother Dick. (Hancock, et al.,
The Founder, 2016)
At first, he was the one that convinced his brother Dick to let Ray Kroc
be a franchisee to their restaurant. But towards the end of their ownership,
Mac realizes that Ray’s motivation was to take over McDonald’s from the
start. (Hancock, et al., The Founder, 2016)

38
Linda Cardellini as Joan Smith
Joan Smith was married to Rollie Smith when she first met Ray Kroc.
They met over the discussion of opening another franchise of McDonald’s
that was going to be owned by the married couple. Then, the relationship
started growing when they secretly talk on the phone at night to discuss
mainly about the restaurant. (Hancock, et al., The Founder, 2016)
Joan was the one suggesting the use of instant sachet milkshake
instead of ice creams to save a lot of money in the cost of refrigerating the
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ice creams. Joan then got a divorce and marry Ray Kroc eventually.
(Hancock, et al., The Founder, 2016)

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Laura Dern as Ethel Kroc
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Ethel was Ray Kroc’s wife from before be had begun his journey on
McDonald’s. She stood by him from when he was doing a bunch of

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businesses like wax cups, fold-a-nooks and the latest was multi-mixers.
Those businesses were great but when he mentioned how revolutionary
McDonald’s is, Ethel was trying to tell him to just settle down. Eventually, she
supported him by introducing a couple of franchise candidates. (Hancock, et
al., The Founder, 2016)
Their relationship ended when he asked for a divorce because he was
busy travelling across the country to open more McDonald’s franchises and
him cheating with Joan Smith. (Hancock, et al., The Founder, 2016)
39
Justin Randell Brooke as Fred Turner
Fred Turner was one of the cooks at Ray Kroc’s first franchise of
McDonald’s. He then became one of Ray Kroc’s right hand man and travel
with him across the country to find franchise candidates. He then succeeded
Ray Kroc as Senior Chairman of McDonald’s Corporation and he expanded
the McDonald’s operation to more than 100 countries. (Hancock, et al., The
Founder, 2016)
Kate Kneeland as June Martino

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June Martino was the secretary of Ray Kroc. She handles everything
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starting from orders of multi-mixers until the details on the building of Ray
Kroc’s first franchise of McDonald’s in Des Plaines, Illinois. June eventually

S
become a part owner of McDonald’s Corporation that makes her the first ever
woman allowed to trade on the floor of the New York Stock Exchange.
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4.2. The Results of The Research Analysis
The results of the research analysis consist of the analysis of the
scenes of the movie “The Founder” using Dramatistic Pentad and the
Capitalism Theory by Max Weber.

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4.2.1. Analysis Using Dramatistic Pentad
In this chapter, writer is going to analyze the scenes in the movie
“The Founder” that has Max Weber’s Capitalism values using the Dramatistic
Pentad method by Kenneth Burke. There are total of eleven scenes that
writer is going to analyze. Writer picked those scenes because they
represent the capitalism values of Frugality, Thorough, Diligent, and
Persistence. As writer mentioned before on the previous chapters,
Dramatistic Pentad method is used as a tool to analyze how a speaker
R
attempts to get an audience to accept his or her view of reality by using five
key elements of the human drama—act, scene, agent, agency, and purpose.
P
(Griffin, 2012, p. 301)
Kenneth Burke briefly explain that his book called “A Grammar of

S
Motives” is concerned with the basic forms of thought which, in accordance
with the nature of the world as all men necessarily experience it, are
L
exemplified the attributing of motives. (Burke, 1969, p. xv). The main goal of
this method is to determine the rationale behind every action. (Griffin, 2012,
p. 301). Hence, the explanation of the scenes in the movie The Founder and
its portrayal of the four capitalism values by Max Weber.
Scene One
In this scene Ray Kroc is seen listening to a fictional record called “The
Power of Positive” by Dr. Clarence Floyd Nelson. The record itself is talking
about the power of persistence and how it is the most important thing to have
41
as a person. Nor talent, genius and education will replace the power of
persistence.
Record playing: “Nothing in the world can take the place of persistence.
Talent will not; nothing is more common than
unsuccessful men with talent. Genius will not;
unrewarded genius is practically a cliché. Education
won’t; the world is full of educated fools. Persistence and
determination alone are all powerful. Show that you don’t
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have to be defeated by anything. That you can have
peace of mind, improved health and a never ceasing

P
flow of energy. If you attempt each and every day to
achieve these things, the results will make themselves

S
obvious to you. While it may sound like a magical notion,
it is in you to create your own future. The greatest

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discovery of my generation is that human beings can
alter their lives by altering their attitudes of mind. Or as
Ralph Waldo Emerson declared, a man is what he thinks
about all day long.” (Siegel, The Founder, 2016)

42
R
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Image 2. Scene one 05:24 (Hancock, et al., The Founder, 2016)
S
As writer mentioned before, persistence is one of the capitalism values said
by Max Weber. The scene showed this value because in the record that Ray
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Kroc is seen listening to, Dr. Clarence Floyd bluntly mentioned how nothing
in the world can take the place of persistence. Without persistence, no talent,
genius, nor education will make a successful man.
Another reason why writer chose this scene is because in the record,
Dr. Clarence also mentioned to always attempt each and every day to
achieve peace of mind, improved health, and a never ceasing flow of energy
the results will make themselves obvious. Trying to achieve something each
and every day means persistence.

43
Act – What was done?
Ray Kroc listening to “The Power of Positive” by Dr. Clarence Floyd
Nelson that talks about persistence, which is one of the values of capitalism
by Max Weber.
Scene – When or where it was done?
The scene took place in a motel room at night. Ray Kroc is seen
standing in front of the portable phonograph. He just got back from offering a
multi-mixer to a drive-in restaurant, which was not interested in buying it.
Agent – Who did it?

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The agent of this scene is Ray Kroc whom was seen listening to the
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record of Dr. Clarence Floyd Nelson’s “The Power of Positive”. The record
was talking about the power of persistence and how it is the most important
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thing to have as a person. Nor talent, genius and education will replace the
power of persistence.
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Agency – How they did it?
Ray Kroc did it by playing the record on the portable phonograph and
continues to listen to the record while standing in front of it.
Purpose – Why they did it?
Ray Kroc played the record of Dr. Clarence Floyd Nelson’s “The
Power of Positive” because he seemed interested in the title. Ray Kroc
playing the record after he read the title proves this.

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Scene Two
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Image 3. Scene two 07:51 (Hancock, et al., The Founder, 2016)
This scene showed the conversation between Ray Kroc and his
assistant June Martino over the phone. They were seen talking about an
order of six multi-mixer for a drive-in in California. Ray Kroc seemed
determined that June got the wrong message and it is impossible for one
drive-in to order six multi-mixer since he know well that not that many drive-
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ins are interested in having even one multi-mixer but June convinced him by
saying she got the slip of order with her. Ray Kroc continues by asking June
for the drive-in’s number to call them. Writer picked this scene because it
showed one of the capitalism values which is Thorough. The value of being
thorough is shown both by June Martino and Ray Kroc. June Martino is
shown being thorough by telling him his messages that he got while he was
away over the phone. June was being thorough because she kept every
message in a book consisting of the message and the sender of the
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message. She also got the slip of order and the number of the drive-in that
placed the order of six multi-mixer which is important. Ray Kroc was being
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thorough by asking June multiple times if June is sure and not mistaken
regarding the order of six multi-mixer and continues to call the restaurant
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even though June has the slip of order.

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The act is Ray Kroc calling June Martino over the phone booth and
June telling Ray Kroc his messages that he got while he was away from the
office. June starts with the following dialogue:
June: Gene Rafferty from the United Aluminum needs to reschedule Friday,
Ed Nance calling about the refund, Swan and Sons, they called again,
we’re sixty days past due, A lady from the march of dimes, oh we got
an order, six mixers.
Ray: Six?
June: Mm-hmm. Some drive-in out in California.

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Ray: Same place, one place. No, that’s impossible.
June: I’ve got the slip right here.
Ray: No, I’m sure you misunderstood. You know what? Give me the
number.
The scene took place in two different place. One was at a phone booth
outside of a restaurant called Piggie Park. There was no particular time but it
was shown as around afternoon. And the other place is inside of Ray Kroc’s
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office, Prince Castle in Chicago Illinois at nighttime.

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The agents are Ray Kroc and June Martino, his assistant. They were
both conversing on the phone with each other.

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Ray Kroc called June Martino through a phone booth outside of Piggie
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Park and June Martino accepts the call from the inside of the office in Prince
Castle, Chicago.
Ray Kroc called June Martino to ask about the messages he got while
he was away from the office pitching restaurants and drive-ins his multi-mixer
then June proceeds to tell Ray his messages.

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Scene Three
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Image 4. Scene three 14:20 (Hancock, et al., The Founder, 2016)
Scene three begin on minute 14:20 and ends on minute 15:55. This
scene shows the conversation between Maurice McDonald or more known
as Mac and Ray Kroc inside the kitchen of McDonald’s. Mac is showing Ray
the Speedee system that he and his brother Richard or more known as Dick
McDonald created to have a one of a kind drive-in that can give your order in
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just thirty seconds. Writer picked this scene because it shows the capitalism
value of thorough. The value is shown by both the McDonalds brothers that
has every corner of the kitchen figured out to deliver the orders in just thirty
second. Mac started from the grill, to dressers station then to the finishing
station of the burgers where the burgers are put together.
Mac: A fresh and delicious hamburger, grill to counter in 30 seconds.
Another reason why writer picked this scene is because the value
thorough was also shown from Dick McDonald. He was telling his brother
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Mac that the fries are too crispy and they need to go back to the previous
length of time but using higher temperature to cook the fries. The
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conversation as follow:
Dick: The fries.

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Mac: What about them?
Dick: They’re five percent too crisp.

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Mac: No, they’re perfect.
Dick: I think we should drop to two minutes, fifty seconds.
Mac: Wasn’t that what we were before?
Dick: 400, not 375. Higher temp, shorter cook.
Mac: I think they’re spot on.
This conversation proves that Dick pays attention to the simplest detail
regarding what’s going on in his restaurant, up to the detail about the
crispiness about the fries.

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Mac McDonald is showing Ray Kroc the Speedee system that the restaurant
use to produce the order in just thirty seconds. Mac started from the grill
where the patty are being grilled by two man, to dressers station where two
people are dressing the bun with exactly two pickles, a pinch of onion and a
precise shot of ketchup and mustard, then to the finishing station of the
burgers where the burgers are put together. Then Dick McDonald interrupts
them to have a conversation with his brother, Mac, to discuss about the
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crispiness of the fries, which Dick thinks about five percent too crisp but his
brother Mac assures him that they’re perfect.

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Inside the kitchen of McDonald’s drive-in at San Bernardino,

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California. The scene took place at daytime.

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The agents are Richard and Maurice McDonald or more known as
Dick and Mac McDonald. The brothers are showing Ray Kroc, a multi-mixer
salesman their kitchen and the speedee system that they both founded.
Mac started by asking Ray about the taste of the food. Ray replies by
saying it might be the best burger he ever had. Then Mac offers Ray for a
little tour of the restaurant, which Ray accepts gladly. Mac continues to give
Ray the tour starting from the grill, to dressers station then to the finishing
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station of the burgers where the burgers are put together. At the end of the
tour, Dick interrupts by talking to Mac regarding the fries’ crispiness.
Mac gave a little tour of the kitchen to Ray because Ray is the guy
who they ordered 6 multi-mixers from and Ray looked really interested in
how they can deliver his order in just thirty seconds. Meanwhile, Dick
interrupts Mac at the end of the tour because he wanted to discuss about the
crispiness of the fries with his brother.
Scene Four
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This scene focuses on both Dick and Mac McDonald when they are
explaining their story of how they came up with the Speedee system that
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runs their restaurant McDonald’s to Ray Kroc. The scene starts on them
explaining that the drive-ins model has a lot of built-in problems and how they
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wanted to make everything more efficient. So they made some changes to
the original concept of McDonald’s. Writer chose this scene because it
represents one of the capitalism values, which is frugality. The value is
shown by Dick and Mac through their dialogue as follows.
Mac: But one day Dick has a realization. Going over the books, he notices
something. The bulk of our sales come from just three items: Burgers,
fries, soft drinks.
Dick: Eighty Seven percent.

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Mac: We say to ourselves, let’s focus on what sells. And that’s exactly what
we do. Brisket gone. Tamales gone. But we don’t stop there. We look
at everything. What else don’t we need?
Dick: Turns out quite a lot.
Mac: Carhops.
Dick: Walk up to a window. Get your food yourself.
Mac: Dishes.
Dick: All paper packaging. Disposable.
Mac: Jukeboxes, cigarette machines.
Dick: Drive out the riff-raff.

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Ray: Create a family-friendly environment!
Mac: And finally, the biggest, most important cut of all... the wait.
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Dick: Orders ready in 30 seconds, not 30 minutes.

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Image 5. Scene four 18:55 (Hancock, et al., The Founder, 2016)
This scene shows the answer of Ray Kroc’s question on the scene
before on minute 16:04, which was :
“This is the most remarkable restaurant I’ve seen in all my
years in the food service industry, and I’ve seen it all. I want to
hear your story.”

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Cut to the minute 18:55, Dick and Mac McDonald are explaining to
Ray Kroc the story of their restaurant McDonald’s and their efforts of making
it stood out from other restaurants around them. Making their restaurant
works more efficiently than others and at the same time creating a family
friendly environment. They did it by taking out stuff that aren’t necessary in a
restaurant such as carhops, dishes, jukeboxes and cigarette machines. By
doing so, they created a restaurant that aren’t just a family friendly but also
works faster and more efficient. The biggest remodel was the wait of the
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food. They came up with a system that works wonderfully in delivering food
from kitchen to counter in 30 seconds and it was called the Speedee system.
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The scene took place in a steak house on evening.

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Image 6. Steakhouse 16:20 (Hancock, et al., The Founder, 2016)

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The agents of this scene are Dick and Mac McDonald.
They explained their journey by telling Ray Kroc their early days in
Hollywood where Mac wanted to be in the movie business meanwhile Dick
just wanted to be employed and they landed a job as truck drivers at
Columbia Pictures. A few years later they bought a little movie theatre in
Glendora but it didn’t go well. Then, they came across an inspiration for their
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next business from a guy named Wiley Reid who had a hotdog and root beer
stand. And so they opened a hotdog and orange juice stand in Arcadia that
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went okay but they wanted to move it to San Bernardino because there
weren’t much people in Arcadia. So Dick came up with a brilliant idea of

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moving the stand to San Bernardino by sawing it in half.
After the move, the brothers did a makeover to their stand and turn it
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into a drive-in model called McDonald’s Famous Barbeque, where they sold
a 27 item menu and it went swell until it didn’t. There are many problems in
the drive-in model that they figured out. Henceforth, they came up with the
solution that would help fix their problems as writer mentioned before and
while doing so they also created the Speedee system that delivers food from
kitchen to counter in 30 seconds making McDonald’s the first ever restaurant
that do so.
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They told their story to answer Ray Kroc’s request on telling him the
origin of McDonald’s.
“I want to hear your story.”
Scene Five
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Image 7. Scene five 30:58 (Hancock, et al., The Founder, 2016)
The scene starts on minute 30:58 and ends on minute 31:11 in the
movie. It shows a conversation between Ray Kroc and his then-wife Ethel.
Ray Kroc was telling Ethel about the restaurant he saw on San Bernardino
(McDonald’s) and how it’s very remarkable and he wants to get his hands on
it. But Ethel has a different opinion on it, she just wants Ray to settle down
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and enjoy the life that they have now. She even asks when he’s ever going to
stop looking for another job and his answer is never.
Writer chose the scene because the scene shows the value
persistence in Ray Kroc. We can see his persistence through the dialogue
between Ray and Ethel.
Ethel: When is enough going to be enough for you?
Ray: Honestly? Probably never. Why should I settle when other men won’t?
The simple line of “Why should I settle when other men won’t” shows a great
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persistence that Ray Kroc has in him.

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In the beginning of the conversation, Ray Kroc is telling Ethel about
the restaurant he saw and how he has never seen a restaurant like that in his
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life. He mentioned it has a system that operates the kitchen called the
Speedee system. He also mentioned how the restaurant was like something
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that sprung from the mind of Henry Ford. It’s revolutionary as he called it.
Ethel asked Ray if he wants to invest in it and he said he’s not sure but he
wants to be a part of it. Ethel is trying to convince Ray to settle down and
enjoy the life that they have and stop chasing a new idea but Ray said no.
In Arlington Heights, Illinois inside the kitchen of Ray and Ethel Kroc’s
house. The scene did not show any exact time but there’s still day light.
The agents are Ray Kroc and Ethel Kroc.

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They started the conversation from Ray mentioning the restaurant he
just saw and saying he wants to be a part of it and then Ethel asked Ray to
settle down and enjoy the life that they have and stop chasing a new idea but
Ray said no.
Ray told Ethel about the restaurant to share his idea of a new concept
he wants to get his hands on but Ethel is trying to convince Ray that the life
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that they live now is enough and he doesn’t need to jump on other ideas to
enjoy his life.

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Scene Six
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This scene starts on Ray Kroc asking the update on the essential
points for the Des Plaines McDonald’s franchise to June Martino, his
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secretary. This scene represents the value thorough from both Ray Kroc and
June Martino. Ray Kroc and June are having a conversation regarding the
details of the construction site, which consist of stakeout with engineer, fire
department, approval on driveway design, and excavation permits. Both Ray
and June are seen being thorough from the way Ray asks every single detail
and June making sure that everything goes well according to plan. The
conversation as follows:
Ray: June, did you schedule the stakeout with the engineer?
June: All set

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Ray: What about the fire department? Did you get the approval for the
driveway design?
June: Left a message with them yesterday
Ray: Excavation permits?
June: I’m meeting with them today
Ray: Alright. Hey, what’s going on with San Bernardino, by the way?
June: I just spoke to Dick, he says they’re working on it
Ray: They’re working on it?
June: That’s what they said

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Image 8. Scene six 41:02 (Hancock, et al., The Founder, 2016)
In this scene, Ray and June are discussing about the preparation of
the building for Ray’s first McDonald’s franchise in Des Plaines, Illinois.
Through the dialogue, we can see that Ray is making sure every single detail
is perfectly set so the restaurant is ready to be build. June is also doing the
same thing and its shown through the dialogue between the two. Ray begins
by asking June regarding the stakeout with the engineer then continues with
the approval from the fire department for the driveway design, excavation
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permits and also if there’s any news from the McDonald’s brothers regarding
the addition of a basement and a furnace for his restaurant. All questions are
answered with confidence and facts that she has taken care of it.
The scene took place inside of Ray Kroc’s office during day time.
The agents are Ray Kroc and June Martino.
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Ray and June are seen having this conversation while they were
inside the office of Ray Kroc. Ray asked the first question regarding
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scheduling the stakeout with the engineer and then it continues with multiple
other question as seen in the dialogue.

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Ray and June had the conversation because Ray needed to make
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sure everything goes well as planned for the building of his McDonald’s
franchise in Des Plaines, Illinois. He does this because he had put all that he
got into building that site and he needed it to succeed. In the previous scene,
Ray Kroc was seen asking multiple bankers for some loan to build the
restaurant and he had put his house as a collateral if he can’t pay back the
bank. Therefore, Ray is really anxious about the build and needed to make
sure every detail is according to the schedule and goes well as planned.
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Scene Seven
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Image 9. Scene seven 57:27 (Hancock, et al., The Founder, 2016)
The scene starts on minute 57:27 and ends on minute 58:32. In this
particular scene, Ray Kroc is on a search for the new candidates to own a
McDonald’s franchise. The dialogue shows that the criteria for the candidates
are people who is hardworking, a hands-on type of man and that can handle
and run the restaurant accordingly and meets the standard of how
McDonald’s should be, scrappers and hustlers, people with drive and other
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requirements that Ray mentioned as a form of speech. The speech goes as
follow:
Ray: I’m looking for a few good men. And women! Who aren’t afraid of hard
work. Aren’t afraid to roll up their sleeves. Cliché, I know, but I’m
looking for scrappers, hustlers, guys who are willing to roll up their
sleeves. People with drive, they got a little fire in their belly. Got a little
chutzpah! I stand right here before you today and I’m going to offer
you something as precious as gold. You know what that is? Anybody?
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Opportunity. It’s opportunity! Opportunity to advance, to move forward.
To move up. To advance. To succeed. To win. To Step up. The sky’s

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the limit. Grab the brass ring! Give yourself a shot of the American
dream. Put your arms around the American dream! Opportunity.

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‘Cause I’ll tell you something, at McDonald’s, just like this great nation
of ours, some of that elbow grease, I guarantee if you’ve got the guts,
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the gumption, the desire, I guarantee ya, you can succeed. There’s
gold to be had at the end of those golden arches. Now who’s with me?
Who wants to jump on that ladder to success? Become part of the
McDonald’s Mishpucha. Come on, let me see some hands!
Guy: I’ll join.
Girl: Here!
Ray: There you go. Who else?
This scene showed how determined Ray was on finding another
franchisee and how he went from seminar to seminar just to give a speech
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inspiring other people to succeed in life and that fits another capitalism value
which is diligent. Writer chose this scene because it could clearly be seen
that in this scene, Ray has a diligent value by inspiring people, one by one,
through his speech about joining McDonald’s as his franchisee. He talks
about giving people the opportunity on living the American dream and how
they can achieve it with being a franchise owner of McDonald’s. The speech
apparently worked wonderfully since at the end of his speech a couple of
people were seen raising their hand when Ray asked who wants to join him.

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The scene showed Ray doing a presentation or a speech in front of
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groups of people in multiple other places. The speech is about inspiring
people to join him as a franchisee of McDonald’s.

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The scene took place in multiple places. It is not written exactly where
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and what time but the first one is at Rockfield Lodge nighttime, the second is
what looks like a Synagogue daytime, a Native American office (shown by
the pictures in the back of the scene) daytime, and a regular office daytime.
The agent of this scene is Ray Kroc.
Ray Kroc did it by standing in front of the audience and started the
speech with stating his true purpose. He’s looking for a few good men and
women to be a franchisee of McDonald’s. He then continues with multiple

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purposes on why they should join as a franchisee of McDonald’s. Then
eventually ended the speech with asking the people to join him.
Ray’s true purpose of this scene is to find franchise candidates who
can run McDonald’s the way it is supposed to run. No added menus, takes
care of the restaurant’s cleanliness, and also stick to the original version of
McDonald’s. Another purpose of the search is also to gain money. Since he
has the ability to sell the franchise agreement to people, he will then gain
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money off of the new franchise owners that bought the agreement from him.
As writer mentioned before on chapter six’s purpose, Ray had gotten a loan
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to build his first McDonald’s franchise that he owns. The loan itself at this
point still has not been paid off yet since the profit of selling the franchise
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agreement and also the profit from the restaurant both combined could not
cover the loan and interest that the bank had given Ray. Hence, looking for
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selling another agreement is Ray’s purpose for this scene.

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Scene Eight
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Image 10. Scene eight 1:13:45 (Hancock, et al., The Founder, 2016)
Writer chose the scene because it portrays one of the capitalism

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values in the movie, which is, frugality. The scene portrays the value through
Joan Kroc or was known as Joan Smith when she was still married to Rollie
Smith. In the scene, Joan is explaining to Ray that they could save hundreds
of dollars a year on their restaurant expenses by using instant powdered
milkshake. McDonald’s uses real ice cream to make their milkshake and the
ice creams are stored in a refrigerator that costs a lot to run. Since Ray was
not making a lot of money, he can’t afford to lose more than he gain.
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Therefore the idea of saving hundreds of dollars by replacing real ice
cream with instant powder milkshake could be Ray Kroc’s way out on gaining
profit.
Joan: What if I told you there was a way all of your owner-operators can
save literally hundreds of dollars a year in electrical costs? And reduce
the time that it takes to make a milkshake, by half?
Ray: I’ll bite
Joan: it’s a powdered milkshake. Costs a fraction of ice cream and there’s no
refrigeration necessary
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Only by those lines, Ray is already interested in what Joan is offering him.
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Joan is offering Ray a solution to his and the other franchisee’s

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problem, which is the cost and time to make milkshake. The solution is called
inst-a-mix, a powdered milkshake that costs a fraction of ice cream and

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there’s no refrigeration necessary.
Image 11. Inst-a-mix milkshake 1:14:05 (Hancock, et al., The Founder, 2016)
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Since the cost of refrigerating the ice creams for milkshake has been the
problem for Ray and other franchisee as Joan and Rollie, Joan actually found
the solution inside a magazine called Restaurant Business monthly, July
1956 edition.
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Image 12. Restaurant Business magazine 1:14:02 (Hancock, et al., The
Founder, 2016)
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The powdered milkshake made a lot more sense than running a refrigerator
everyday to store ice cream in order to make milkshake. Hence, Ray Kroc’s
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line, I’ll bite.
The scene took place inside of Joan and Rollie Smith’s restaurant in
Minneapolis. There is no specific time on when the scene took place.
The agents are Joan Smith and Ray Kroc
Joan starts of the conversation by asking Ray if he’s interested in the
idea of reducing the amount of money and time to make milkshake for every
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franchisee and Ray answered yes. Then, Joan showed him the solution to
that which is inst-a-mix, a powdered milkshake advertisement inside a
magazine called Restaurant Business. The powdered milkshake costs a
fraction of ice cream with no need of refrigeration. From then on, Ray Kroc
seemed interested.
Joan had the conversation with Ray because she had found a way to
solve their problem on the electrical cost to make milkshakes for McDonald’s.
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Joan’s purpose is to save money and gain profit. Other than that, she could
also save some time on making the milkshake by using the powdered
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milkshake. Therefore, saves her money, time, and also gives her more
efficient way to run her restaurant. But in order to gain all that, she had to
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have the approval from Ray because he is the one in charge of handling all
the franchisee. Hence, another reason why she told Ray about the powdered
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milkshake.
Scene Nine
The scene embodies a different side of Ray Kroc that is persistent and
stubborn at the same time. As writer mentioned before, persistence is one of
the four capitalism values and that is exactly why writer chose this scene. In
this scene, Ray Kroc is on the phone with Dick and Mac McDonald and they
are arguing about a letter that Ray sent to Dick and Mac. In the letterhead,
Ray had put McDonald’s logo with the name McDonald’s Corporation.
Although it was not Ray Kroc’s right to use Dick and Mac’s name and logo,
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Ray insisted on keeping it causing Ray and both the brothers to argue on the
phone.
The scene starts on minute 1:32:13 and ends on minute 1:33:37.
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Image 13. Scene nine 1:32:13 (Hancock, et al., The Founder, 2016)
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The line that writer wants to emphasize is:
You know what I came up with Mac? I came up with the concept of
winning. While you two boys are content to sit back and be a couple of
also-rans. I’m going to take the future. I want to win. And you don’t get
there by being some aw-shucks, nice-guy sap. There’s no place in
business for people like that. Business is war. It’s dog eat dog, rat eat
rat. If my competitor were drowning, I’d walk over and put a hose right
in his mouth. Can you say the same?
Ray said that to Mac and he replied with:
I can’t, nor would I want to.
The value persistence was clearly seen in those line of Ray’s. He is
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determined to win, no matter how wrong his way in winning, his goal is to
win.
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Dick and Mac called Ray to ask for an explanation regarding Ray’s
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letterhead. On the letterhead of the letter that Ray sent them, placed a logo
of McDonald’s with the name McDonald’s corporation. Ray mentioned it was

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necessary because people would get confused if Ray’s company has no
McDonald’s name in it, since he was the one dealing with every franchise
matter. But Dick and Mac are furious for the reason that Ray didn’t ask for
the brothers’ permission to use both the logo and the name for Ray’s
letterhead and people will assume that Ray owns the whole McDonald’s
company not just the real estate arm. They then continued to argue and at
one point Mac said:
We came up with the Speedee System, not you. Us. What have you
ever come up with? Can you name one thing? You can’t! And you
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never have and you never will. Because you’re a leech, Ray! You’re a
professional leech!
Which then Ray answered that he came up with the concept of winning and
he will do whatever it takes to win. It is business and business is war.
The scene took place in McDonald’s office in San Bernardino for Dick
and Mac and also in Ray’s office in Chicago.
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Dick called ray on the phone from the McDonald’s office in San
Bernardino. He firstly asked Ray to explain why there’s the McDonald’s logo
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and name in Ray’s letterhead and stresses on his choice would make other
people think that Ray holds the entire McDonald’s company and not just a
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real estate arm. Mac then interrupts by exclaiming how McDonald’s is not
Ray’s company and it is theirs, he also mentioned how they made the
Speedee system and not Ray. He then proceeds to call him a leech, which
then Ray simply replied that it was business and in business, people will do
whatever it takes to win.
Dick and Mac called Ray because they wanted an explanation from
Ray about their logo and name that are printed on the letterhead of Ray’s
letter.
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Scene Ten
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Image 14. Scene ten 1:42:20 (Hancock, et al., The Founder, 2016)
Ray Kroc was seen talking to Dick in a bathroom right after he bought
the original share of McDonald’s from both Dick and Mac. He bought it for
two million and seven hundred thousand dollars for both of the shares,
leaving both of the brothers the original McDonald’s location in San

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Bernardino but with the terms and condition that the brothers have to change
both the name and logo into something that has no correlation to
McDonald’s.
When Dick saw Ray in the bathroom, he said to Ray that he had never
understood why didn’t Ray just steal their idea the day they gave him the tour
of the kitchen. Ray explained how it would never succeed because it lacks
one thing, the name. He continues on saying how it is not just about the
system, the name itself has control over the success of a restaurant. The
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name McDonald’s could be anything you want it to be and it sounds as
majestic as America does. Compared to Kroc’s people would choose to eat

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at a restaurant named McDonald’s instead.
Dick: So, if you can’t beat ‘em, buy ‘em

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Ray: I remember the first time I saw that name stretched across your stand
out there. It was love at first sight. I knew right then and there, I had to
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have it. And now I do.
It was persistence at its finest when writer saw this scene and that is why
writer chose it.

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Ray explained to Dick how he ought to get the name and the
restaurant one day from the very first time he saw McDonald’s. He
mentioned it was love at first sight. This happens shortly after he just bought
the two original shares of McDonald’s from the brothers.
They converse inside a bathroom of the law office.
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The agents are Dick McDonald and Ray Kroc.

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The conversation happened when Dick walked inside the bathroom
and saw Ray in one of the urinal. He then proceeds to ask Ray some
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questions about the possibilities of him stealing the brothers’ idea of
McDonald’s and just start his own restaurant. Ray explains why it would
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never succeed because it lacks the name McDonald’s and how he had fell in
love with the name since he first saw it.
Dick asked Ray the questions because he could not comprehend how
Ray managed to buy off McDonald’s from him and his brother. Meanwhile
Ray, answered the questions because he wants to brag about owning
McDonald’s now that he had bought the shares of the brothers.

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Scene Eleven
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Image 15. Scene eleven 1:44:01 (Hancock, et al., The Founder, 2016)
Writer chose this scene because it is the last scene in the movie and
also because it has one more capitalism value and that is, persistence. The
scene shows Ray Kroc while he was preparing his speech in front of a mirror.
He was seen holding a bunch of cue card while he was going through it and
practicing the speech. The speech speaks of his journey from a multi-mixer
salesman into the owner of a fast food empire with the annual revenue of
seven hundred million dollars. And he did it all because of his persistence.
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Ray Kroc is seen preparing his speech in front of the mirror and
running through the cue card in his hands. The way that he was preparing his
speech is by talking in front of a mirror as if he is talking to the audience. The
speech goes as follow:
“Now, I know what you’re thinking. How the heck does a 52-year-old,
over the hill, milkshake machine salesman, build a fast food empire
with 1600 restaurants, in 50 states, five foreign countries, with an
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annual revenue of in the neighborhood of 700 million dollars? One
word, persistence.”
P
Ray Kroc is preparing his speech in front of a mirror inside his

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bedroom in his house at Beverly Hills in the year of 1970.

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The agent of this scene is Ray Kroc.
Ray Kroc prepared his speech by standing in front of a mirror in his
bedroom while talking and going through his cue card in his hands.
Ray prepared the speech to be presented in front of Governor Ronald
Reagan, showed through the dialogue:

77
“Why, we appear to have that in common, governor Reagan. Why,
you were what, 55 when you started in politics? It’s why you make me
look like a spring chicken.”
4.3. Discussion
Based on the analysis that writer has done in the previous chapter,
writer has discovered that there are eleven scenes that contain four of the
capitalism values by Max Weber. The values of frugality, thorough, diligent
R
and persistence were shown throughout the dialogue that was said by the
actors in those scenes. From the first scene until the eleventh, every scene
P
contains different value of capitalism. The first, fifth, ninth, tenth, and
eleventh scene shows the value of persistence. The second, third, and sixth
S
scene shows the value of thorough. The seventh scene shows the value of
diligent. The fourth and eighth scene shows the value of frugality.
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Although there are many scenes that writer did not pick in this
research, but the ones that writer did pick are the ones that represents those
values the most.
As writer shortly discussed in chapter 2 about capitalism by Max
Weber, Weber sees capitalism through multiple angle, one in particular is
through religion or more specifically Protestantism. Weber, in explaining what
capitalism really is, quoted several people, two in particular is Benjamin
Franklin and Jacob Fugger. (Weber, 2005)

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Weber, on quoting Benjamin Franklin, said that Franklin’s spirit of
capitalism lies more in utilitarianism where honesty is useful, because it
assures credit; so are punctuality, industry, frugality, and that is the reason
they are virtues. A logical deduction from this would be that where, for
instance, the appearance of honesty serves the same purpose, that would
suffice, and an unnecessary surplus of this virtue would evidently appear to
Franklin’s eyes as unproductive waste. (Weber, 2005, p. 17) He also
mentioned how the summum bonum or the ultimate goal of Franklin’s ethic is
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the earning of more and more money, combined with the strict avoidance of
all spontaneous enjoyment of life, is above all completely devoid of any

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eudæmonistic, not to say hedonistic, admixture. It is thought of so purely as
an end in itself, that from the point of view of the happiness of, or utility to,
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the single individual, it appears entirely transcendental and absolutely
irrational.
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Man is dominated by the making of money, by acquisition as the
ultimate purpose of his life. Economic acquisition is no longer subordinated to
man as the means for the satisfaction of his material needs. This reversal of
what we should call the natural relationship, so irrational from a naïve point of
view, is evidently as definitely a leading principle of capitalism as it is foreign
to all peoples not under capitalistic influence. (Weber, 2005, p. 18)
Meanwhile, when Jacob Fugger, in speaking to a business associate
who had retired and who wanted to persuade him to do the same, since he
had made enough money and should let others have a chance, rejected that
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as pusillanimity and answered that he (Fugger) thought otherwise, he wanted
to make money as long as he could”. The spirit of his statement is evidently
quite different from that of Franklin. What in the former case was an
expression of commercial daring and a personal inclination morally neutral, in
the latter takes on the character of an ethically colored maxim for the conduct
of life. The concept spirit of capitalism is here used in this specific sense, it is
the spirit of modern capitalism. (Weber, 2005, p. 17)
Weber then continues to explain about capitalism that came to
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dominate economic life, educates and selects the economic subjects, which
it needs through a process of economic survival of the fittest. (Weber, 2005,

P
p. 20) Weber mentioned how this survival of the fittest process was created
to build as a way of life common to whole groups of men and not individuals
S
only. (Weber, 2005, p. 20) He then mentioned how the spirit of capitalism
had to fight its way to supremacy against a whole world of hostile forces that
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are still underdeveloped in the understanding of capitalism itself. It is not
because there are lack of the greed of gold nor the instinct of acquisition, but
because of the lack of consciousness of the laborers in several
underdeveloped countries that made it difficult to have a capitalistic
development. (Weber, 2005, p. 21)
Capitalism cannot make use of the labor of those who practice the
doctrine of undisciplined liberum arbitrium, any more than it can make use of
the business man who seems absolutely unscrupulous in his dealings with
others, as we can learn from Franklin. Hence the difference does not lie in
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the degree of development of any impulse to make money. (Weber, 2005, p.
21)
Kieran Allen on his book titled “Max Weber: A Critical Introduction”
conclude that The Protestant Ethic and the Spirit of Capitalism provides a
heroic account of the rise of capitalism. Or rather, the capitalist appears as
the modern anti-hero whose great qualities consist in his modesty, dourness
and determination. There can be little doubt of Weber’s admiration for these
qualities. After all, capitalism was established by moral men with a mission.
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(Allen, 2004, p. 38) The Protestant Ethic and the Spirit of Capitalism blends
together two of Weber’s central themes. It provides an account of the rise of

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the bourgeoisie that gives it a sense of historic mission and a positively
charged moral strength. It also offers a method of interpreting history that

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counteracts Marx’s historical materialism. (Allen, 2004, p. 39)
On more correlation between what writer has discussed in this chapter

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with the movie “The Founder” (2016), writer is going to present it in the next
chapter.
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4.4. Critical Analysis
As writer explained before, there are eleven scene that embodies the
four capitalism values by Max Weber. And in this chapter, writer will explain
more thoroughly on why these chapters are picked to represent those values.
The dramatistic pentad method by Kenneth Burke has helped writer discover
the rationale or the goal behind every action that the character does in every
scene on the last chapter. Meanwhile, on this chapter writer will focus more
on why the goal of that chapter is characterized as a capitalist value.
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Scene one embodies the value persistence because of a couple of
reason, one is because the record that Ray Kroc was listening to talks about
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persistence and how it is very important for your life, and the second is
because of the line:

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“If you attempt each and every day to achieve these things, the results
will make themselves obvious to you.”

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Attempting to achieve something each and everyday means to be
persistence. It is the same thing as never giving up and always to try your
best to achieve the goal.
Scene two represents the value thorough because June Martino,
Ray’s secretary was telling him the messages Ray got while he was away
from the office. She wrote down every messages Ray got on her notebook
and by doing so, she shows the value of being thorough. Being thorough
means not skipping any detail and that exactly what she does by taking notes
on her notebook. Ray Kroc also represents thorough when he asks for the
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number of the restaurant that placed an order of six multi-mixer to his office.
By making sure everything is right and correct also means being thorough.
Thus, scene two embodies the value thorough.
Scene three also has the value thorough and it is shown through the
McDonald’s brothers, Richard and Maurice, or more known as Dick and Mac.
Dick and Mac were seen showing Ray the kitchen and the speedee system
that they founded. On minute 14:29 Dick was seen holding a stopwatch and
a notepad to make sure the worker does his job right on time. By timing and
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noting everything, Dick is being thorough.
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S
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Image 16. Dick holding a stopwatch 14:29 (Hancock, et al., The Founder,
2016)
While Mac were showing the kitchen to Ray Kroc, he mentions every
detail that goes on inside the kitchen, from start to finish, including every
component that their burger has.
“A pinch of onions and a precise shot of ketchup and mustard.”

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In this scene, the brothers are also seen discussing the temperature and the
length of the time to cook the fries. Dick mentioned how the fries are five
percent too crisp and they need to go down to the previous timing and
hotness of the oil to achieve the perfect fries. Being extra precise on the
details also means being thorough and that is why writer picked this scene.
Scene four talks about how the brothers rebuild their first restaurant
into the McDonald’s they have now. The brothers showed that through the
line:
“Let’s focus on what sells”

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By doing so, they needed to cut off the things that are not necessary in their
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menu and also the stuff that they chose not fit for their restaurant. Cutting off
stuff that is not necessary means being frugal.

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Scene five showed the conversation between Ray Kroc and his then-
wife Ethel when he just got back from viewing McDonald’s in San
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Bernardino. Ethel asked Ray when is he going to stop looking for another
idea to chase and he answered:
“Honestly? Probably never. Why should I settle when other men
won’t?”
Ray Kroc showed his side of persistence through that line. Settling
down means you are contempt with the things you have, but not Ray Kroc.
His persistence showed that he does not want to settle down and relax
because he is still not contempt with the things he has.

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Scene six visibly shown Ray Kroc and June Martino conversing about
the details on the building site for his McDonald’s in Des Plaines, Illinois.
Both Ray Kroc and June Martino showed the value of being thorough in this
scene. Through the conversation that they had, Ray and June are both
making sure that every detail is covered and that the building process will go
well as planned.
Scene seven display Ray Kroc’s diligent when he was on the search
for the new candidates of McDonald’s franchise owners. He went to multiple
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places to find those candidates. It doesn’t show if he eventually found them
or not but he kept going. In the scene, he gave a speech that he uses in
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multiple places in search of the candidates. Ray Kroc showed the value of
being diligent when he diligently searched for those candidates.

S
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Image 17. Ray Kroc in search for franchisee candidates 57:27 (Hancock, et
al., The Founder, 2016)
Scene eight covers the conversation between Ray Kroc and Joan
Smith regarding the solution for the high maintenance cost of ice cream in
the McDonald’s franchises. Joan Smith provided the solution to Ray Kroc
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through a powdered milkshake called inst-a-mix that she discovered from an
ad inside a magazine called Restaurant Business magazine.
“It’s a powdered milkshake. Costs a fraction of ice cream and there’s
no refrigeration necessary.”
Joan Smith showed the value of being frugal through this line
because, being frugal means to care more about your spending, especially in
business, the more you can save, more profit you will get. By using the
powdered milkshake, Joan and other franchisees does not have to run the
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refrigerator everyday, which will save more money for the long run. It also
saves time on making the milkshake by half.

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Scene nine talks about persistence in Ray Kroc. He is seen to be
talking on the phone with Dick and Mac. Dick called Ray because he wanted
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an explanation regarding the McDonald’s logo and name on Ray’s
letterhead. The brothers insisted Ray on changing it but they got into an
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argument and Ray’s persistence showed during this argument.
“I came up with the concept of winning. While you two boys are
content to sit back and be a couple of also-rans. I’m going to take the
future. I want to win. And you don’t get there by being some aw-
shucks, nice-guy sap. There’s no place in business for people like
that. Business is war. It’s dog eat dog, rat eat rat. If my competitor
were drowning, I’d walk over and put a hose right in his mouth.”
As writer mentioned before, being persistent means to do whatever it takes
to achieve your goal. Even if what Ray does hurt the brothers he would still
do it until he achieve his goal. And that was clearly stated in his line of:
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“If my competitor were drowning, I’d walk over and put a hose right in
his mouth”
Scene Ten is picked to represent the value of persistence because it
was showed in Ray Kroc while he was talking to Dick McDonald inside of a
bathroom in a law office after Ray just bought the two original shares from
Dick and Mac McDonalds with the price of $2,700,000.
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P
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Image 18. The check 1:39:42 (Hancock, et al., The Founder, 2016)
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Ray mentioned to Dick how he had always wanted to have
McDonald’s from the first time he saw it. “It was love at first sight” he said.
And that what persistence really is. Achieving your goal even if you have to
sacrifice a lot to have it.
Scene eleven is the last scene that writer picked from the movie “The
Founder” and this scene represents the value persistence that was shown by
Ray Kroc. The scene itself showed Ray Kroc while he was preparing for his
speech in front of a mirror. The speech talks about the success of Ray’s life
and his journey from being a multi-mixer salesman into owning McDonald’s.
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Ray mentioned how persistence is the key on achieving his success. A man
who has talent, genius, and or education will not succeed without
persistence. These lines are from the record that was seen in scene one. It
shows that Ray paid attention to it and not just listened to what the record
said. And that is why writer picked this last scene to represent the value
persistence.
Writer have discussed about the scenes and why those scenes were
picked to represent which capitalism value and writer has come to a
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conclusion that will be discussed on chapter five.
Throughout the movie, there are many other dialogues that represent
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the base of capitalism. For example, the speedee system that runs
McDonald’s is based of Henry Ford’s rule of efficiency where he could make

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a car that is not only good but also made in shorter time.
“They wanted to do something to stop me from ruining the company,

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and when I replied to the effect that one hundred cars a day was only
a trifle and that I hoped before long to make a thousand a day, they
were inexpressibly shocked and I understand seriously contemplated
court action. “ (Ford & Crowther, 2002, p. 27)
Working fast and producing well made stuff is what the speedee system is all
about. McDonald’s in San Bernardino when it was ran by the brothers were
very successful because they were the one that could provide food from
kitchen to counter in just 30 seconds when other competitor took 30 minutes.
“And that’s what brings us to the biggest cut of all, the wait. Orders
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ready in 30 seconds, not 30 minutes.” (Hancock, et al., The Founder,
2016)
Therefore, not only does the eleven scenes describe the capitalism values
by Max Weber but, the whole movie is based off of capitalism. Where by
working efficiently and being frugal can and will bring success eventually.
As writer mentioned in chapter 2, Schumpeter (2010, p. ix), briefly
explain that the heart of capitalism was innovation, and innovation required
some degree of monopoly power. The movie shows Ray Kroc’s journey in
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making McDonald’s one of the most successful restaurant in the world. But
the journey began by one innovation of franchising McDonald’s that was

P
started from Ray Kroc. Ray became the first person to successfully run
McDonald’s franchise in Des Plaines, Illinois and it was his stepping stone
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into his goal, which is, owning the company.
Ray Kroc uses monopoly power to help him achieve his goal.
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Monopoly power means a single ruler and this power can be found in
multiple of Ray Kroc’s behavior in the movie. One scene in particular is on
scene nine where Ray Kroc was seen talking to Dick and Mac McDonald
regarding the McDonald’s name and logo that Ray had put on his letterhead
without the brothers’ permission. The logo is important for both Ray Kroc and
the brother because it differentiates and defines them as a company. People
distinguish McDonald’s from its Golden Arches, which they also talked about
on minute 27:59. They both wanted sole rights to the logo because it is an
important part of a company, which is the branding. Hence why the

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conversation escalated into an argument between the three when Ray
mentioned how he wanted to win and he would do whatever it takes to win,
even if he hurts people during his process. The scene continues to scene
eleven where Ray eventually bought both the original shares owned by the
McDonald brothers for the tune of $2,700,000, leaving the brothers nothing
but the original McDonald’s restaurant stand in San Bernardino that name
must also be changed to anything that have no correlation to McDonald’s.
By buying off the shares of Dick and Mac, Ray became the sole owner
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of McDonald’s and thus his goal was achieved. This correlates with writer’s
analysis of capitalism in chapter 2, which is, the sole purpose of a man or an

P
organization is to gain profit as big as they can and by doing so can man be
satisfied and fulfill their needs in life. As writer mentioned in the previous
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chapter, Max Weber said in his book called “The Protestant Ethic and The
Spirit of Capitalism”, the essence of the spirit of modern capitalism is how

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man is dominated by the making of money, by acquisition as the ultimate
purpose of his life. (Weber, 2005, p. xi) The acquisition of both the original
shares of the brothers by Ray Kroc proves that Ray has monopolized
McDonald’s and therefore fulfilled the characteristic of a capitalist.
McDonald’s exist in more than 100 countries because of Globalization.
The process of globalization works because Globalization according to David
Held and Anthony McGrew is the history of growing engagement between
the world's major civilizations. (Held & McGrew, 2005, p. 51)

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Globalization has been variously conceived as action at a distance
(whereby the actions of social agents in one locale can come to have
significant consequences for 'distant others'); time-space compression
(referring to the way in which instantaneous electronic communication erodes
the constraints of distance and time on social organization and interaction);
accelerating interdependence (understood as the intensification of
enmeshment among national economies and societies such that events in
one country impact directly on others); a shrinking world (the erosion of
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borders and geographical barriers to socio-economic activity); and, among
other concepts, global integration, the reordering of interregional power

P
relations, consciousness of the global condition and the intensification of
interregional interconnectedness. (Held & McGrew, 2005, p. 3)

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The connection between McDonald’s and globalization is that
McDonald’s grows according globalization. In the era of globalization,

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everything becomes digital and there’s an easy access for everyone across
the globe. McDonald’s that started from a simple restaurant grows into a
restaurant with a drive thru feature that allows people to order from the car
and get their order in a roundabout circling the restaurant. McDonald’s also
has an online order feature where you can order through your computer and
phone whenever and wherever you are.
Another example of globalization in McDonald’s is how the menu of
McDonald’s in each country is different. This happens because McDonald’s
needs to adapt to each country that they are in. McDonald’s in India can’t sell
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a beef burger because of the country’s sacred law on cows. McDonald’s in
Indonesia sells rice because it is a staple food in the country. These
examples truly portray how globalization has an impact towards McDonald’s
not only as a company but also as a restaurant.
Peter Barnes said in his book called “Capitalism 3.0”, Capitalism by its
very design maximizes returns to existing wealth owners. It benefits, in
particular, those who own stock when a successful company is young; they
can receive hundreds, even thousands of times their initial investments when
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the company matures. (Barnes, 2009, p. 28). When McDonald’s was just a
small restaurant in San Bernardino, Ray Kroc saw the opportunity on turning
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it into a big company. He works hard on finding franchise candidates until
eventually it becomes a fast food empire with 1600 restaurants, in 50 states,

S
five foreign countries, with an annual revenue of in the neighborhood of 700
million dollars back in 1970. And Ray Kroc becomes what would people
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define as a successful businessman.
According to Harry M. Benshoff & Sean Griffin (2009, p. 9), Capitalism
as an ideology can be defined as the belief that success and worth are
measured by one’s material wealth. This fundamental aspect of capitalism
has been so ingrained in the social imagination that visions of the American
Dream almost always invoke financial success: a big house, big car, yacht,
closets full of clothes, etc. With the ideology of white patriarchal capitalism
that the movie has, it became clearer that The Founder has capitalism values
not only from Max Weber but also capitalism in general.

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White patriarchal capitalism is an ideology that delivers the
conceptions that men of Western and Northern European are the most
important members of society, and thus entitled to greater opportunity and
access to power and property (Benshoff & Griffin, 2009, p. 9). Alan
Greenspan also mentioned in his book called “Capitalism in America” In
many countries capitalism has always been associated with a plutocratic
elite. In America, it has been associated with openness and opportunity:
making it possible for people who were born in obscurity to rise to the top of
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society and for ordinary people to enjoy goods and services that were once
confined to the elites. (Greenspan, 2018, p. 12-13).

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Scene seven embodies this theory very well shown from the speech of
Ray Kroc when he was on the search for franchise candidates.

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“I stand right here before you today and I’m going to offer you
something as precious as gold. You know what that is? Anybody?
Opportunity. It’s opportunity! Opportunity to advance, to move forward.
To move up. To advance. To succeed. To win. To Step up. The sky’s
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the limit. Grab the brass ring! Give yourself a shot of the American
dream. Put your arms around the American dream! Opportunity.
‘Cause I’ll tell you something, at McDonald’s, just like this great nation
of ours, some of that elbow grease, I guarantee if you’ve got the guts,
the gumption, the desire, I guarantee ya, you can succeed. There’s
gold to be had at the end of those golden arches. Now who’s with me?
Who wants to jump on that ladder to success? Become part of the
McDonald’s Mishpucha. Come on, let me see some hands!”
The speech clearly states a couple of things that correlates with the
white patriarchal capitalism as said by Benshoff & Griffin and capitalism in
America by Alan Greenspan.

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On Ray’s speech, he mentioned how he’s going to give people
something that worth as precious as gold and that is an opportunity. The
opportunity that he’s offering is to give people a shot of the American dream
whereas American dream is usually connected with having a big house, car,
and other material things. Meaning he will give people the opportunity to live
a life that is successful and filled with material things such as money and a
big house.
He also mentioned that you can live the American dream only if you
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have the guts, gumption and desire to work. Meaning, you have to work hard
to be a successful man that owns a big house, a nice car and other material
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things people wish they could possess. This shows how white patriarchal
capitalism is clearly incepted in the movie.

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Achieving the American dream as Ray Kroc said means you have to
fully devote your life to work. In some ways, Ray Kroc is saying, you have to
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do whatever it takes to achieve this goal and that is exactly what he did. Ray
Kroc started from a multi-mixer salesman and climbed his way to the top
because he fully devoted his life into work even if by doing so, he has to
sacrifice other things in his life. This relates to what Adam Smith mentioned
in the book by Mark Obrinsky called “Profit Theory and Capitalism”, The
consideration of his own private profit is the sole motive which determines
the owner of any capital to employ it either in agriculture, in manufactures, or
in some particular branch of the wholesale or retail trade. (Obrinsky, 2015, p.
1)
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When Ray Kroc was just a multi-mixer salesman, he saw an
opportunity to become more successful than he was back then. The
opportunity was franchising McDonald’s. Relating to the theory that Adam
Smith stated above, Ray saw an opportunity and he took that opportunity and
employ his capital in that opportunity in hope that it will make him more
successful than he was. He was calculating how franchising McDonald’s
would bring him more profit than selling multi-mixer. And that shows Ray
Kroc’s other capitalist value.
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As Max Weber said in his book called “The Protestant Ethic and The
Spirit of Capitalism”, Man is dominated by the making of money, by

P
acquisition as the ultimate purpose of his life. Economic acquisition is no
longer subordinated to man as the means for the satisfaction of his material
S
needs. (Weber, 2005, p. 18) And as Murray Milgate and Shannon Stinson
said in their book called “After Adam Smith: A Century Of Transformation In

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Politics And Political Economy” To put it simply, the case for capitalism was
that it was best suited to promote innovation and technological progress—a
claim that might more plausibly find some basis in the historical evidence of
the last two hundred years. (Milgate & Stimson, 2009, p. xiii) Knowing that,
and with the scenes that writer have discussed earlier, the ultimate purpose
of Ray is to gain money. Thus incepted capitalism values in the movie that
writer has discussed to be persistence, diligent, frugality, and thorough.
Max Weber also mentioned, If we thus ask, why should “money be
made out of men”, Benjamin Franklin himself, although he was a colourless

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deist, answers in his autobiography with a quotation from the Bible, which his
strict Calvinistic father drummed into him again and again in his youth: “Seest
thou a man diligent in his business? He shall stand before kings” (Prov. xxii.
29). (Weber, 2005, p.19). It concludes how the value diligent and other
values that Max Weber mentioned which then shown by Ray Kroc’s and
other characters’ motive in the movie The Founder is to gain money and fits
the characteristic of a capitalist.
The statement then compliments Max Weber’s line of:
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It is an obligation which the individual is supposed to feel and does
feel towards the content of his professional activity, no matter in what

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it consists, in particular no matter whether it appears on the surface as
a utilization of his personal powers, or only of his material possessions

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(as capital). (Weber, 2005, p. 19)
That said, writer can conclude that every dialogue said in the scenes that
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writer has picked in the movie “The Founder” truly portrayed Max Weber’s
capitalism values of persistence, diligent, thorough and frugality and the goal
of those characters involved was to gain profit whether it was explicitly or
implicitly.
Throughout the movie, there are many capitalism values that was
shown through the dialogues of the characters and it is our job as the
audience to know and recognize which characteristics and doing are best for
us to take. As writer said before, people could see capitalism in a positive
and negative way, it all depends on their own perspective of this movie. But
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nevertheless, this movie has shown writer a different perspective of
capitalism.
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CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1. Conclusion
This research has shown that there are capitalism values by Max
Weber, which is, Frugality, Thorough, Diligent, and Persistence, that was
shown in the movie The Founder (2016). The values were shown in such
shape perform through the dialogue of the actors within eleven scenes that
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has been picked by writer. The relevance of the values to the daily life is that
the actions that were shown in the movie are the same actions that people
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will do on a day-to-day basis like thoroughly taking a note, doing whatever it
takes to win a game, saving money to eventually spend it on things we need,

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and resiliently doing your job knowing it’s the one that pay the bills.
Throughout this movie there are many factors that determine whether
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one action is considered to be a capitalist value that was explained by Max
Weber or not. But, writer hoped that the eleven scenes will make do to the
rest of the scenes that were not picked.
Using the dramatistic pentad method by Kenneth Burke writer has
found that eleven scenes each contains one of the capitalism value by Max
Weber. The first, fifth, ninth, tenth, and eleventh scene has the value
persistence. The second, third and sixth scene has the value thorough. The
seventh scene represents the value diligent. And the fourth and eighth scene
represents frugality.
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5.2. Recommendation
5.2.1. Academic Recommendation
Writer will give a recommendation to other writers to do more research
regarding many more capitalism values that the movie “The Founder” has
using other methods and theories from other capitalism theorist.
5.2.2. Practical Recommendation
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Writer will give a recommendation to people that watch and enjoy the
movie “The Founder” to be wise and more open minded for the idea of
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capitalism and not to take the negative side of the values and take the
positive ones.
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REFERENCES
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Press.
Amazon. (2018, December 17). The Founder Movie Poster. Retrieved from
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TgwNzE1Mjg0MDI@._V1_SY1000_SX675_AL_.jpg
Barnes, P. (2006). Capitalism 3.0. San Francisco, CA: Berrett-Koehler

Publishers, Inc.
Basri, F. K. H. (1991). "Dadah" is Death: A Burkean Analysis. Jurnal

Komunikasi , Jilid 7. Hal. 77-80, Retrieved 16 November 2018 from
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http://ejournal.ukm.my/mjc/article/download/21830/6719.
Benshoff, H. M., & Griffin, S. (2009). America On Film. West Sussex, UK:
Wiley-Blackwell.
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Burke, K. (1969). A Grammar of Motives. London, England: University of
California
Press, Ltd.
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Chang, H.-J. (2010). 23 Things They Don't Tell You about Capitalism.
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Appendix
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BIOGRAPHY
Sheila Ghozali born in Tangerang, Indonesia on
September 20, 1997 is a final semester student of
Sekolah Tinggi Ilmu Komunikasi The London
School of Public Relations – Jakarta. An Abdi
Siswa Catholic High School graduate, Jakarta has
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hobbies such as working out, swimming and
watching movies, who also has interest in social

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media communication. The researcher was not working during the duration
of producing the thesis on 7th and 8th semester.

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Analysis of Capitalism Values Using Dramatistic Pentad in The Movie "The Founder" (2016)

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Analysis of Capitalism Values Using Dramatistic Pentad in The Movie "The Founder" (2016)

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ANALYSIS OF CAPITALISM VALUES USING DRAMATISTIC

PENTAD IN THE MOVIE “THE FOUNDER” (2016)

SEKOLAH TINGGI ILMU KOMUNIKASI

Burke. Penelitian ini menggunakan metodologi kualitatif dan akan dijelaskan

adegan yang mengandung empat nilai kapitalisme dari Max Weber.

Kata Kunci : The Founder, Film, Kapitalisme, Max Weber, Dramatistik

SEKOLAH TINGGI ILMU KOMUNIKASI

Keywords : The Founder, Movie, Capitalism, Max Weber, Dramatistic

and writer would like to thank:

Studies, Sekolah Tinggi Ilmu Komunikasi – The London School of

Writer realizes there is no such thing as perfection, therefore constructive

Jakarta, 11 June 2019

PAGES TITLE Page

THESIS APPROVAL FORM

LIST OF FIGURES ………………………………………………………………viii

LIST OF IMAGES ………………………………………………………………….x

LIST OF APPENDIXES ………………………………………………………….xi

1.1. Research Background ……………………………………………..………...1

1.2. Problem ………………………………………………………………………..5

1.3. Objective ………………………………………………………………………5

1.4. Research Significance ……………………………………………………….5

1.4.1. Academic Significance…………………………………….……………….5

1.4.2. Practical Significance ………………………………………………………6

1.5. Writing Framework ……………………………………………………………6

2.1. Previous Research……………………………………………………………8

2.2. Capitalism Theory.……………………………………………...…………...11

2.3. Conceptual Framework……………………………………………………..19

CHAPTER III RESEARCH METHODOLOGY

3.1. Research Method …………………………………………………………...20

3.3. Data Collection Methods …………………………………………………...26

3.3.2. Secondary Data …………………………………………………………...26

3.4. Data Analysis Procedure …………………………………………………...26

3.5. Validity Technique …………………………………………………………..30

3.6. Time and Place of Research ………………………………………………31

3.7. Research Time Table ……………………………………………………….31

3.8. Delimitations ………………………………………………………………....32

CHAPTER IV ANALYSIS AND DISCUSSION

4.1. General Description of the Research Object …………………………….33

4.1.1. Synopsis of “The Founder”…………………………………………….....34

4.1.2. Awards Nominations and Wins .…………………………………………35

4.1.3. The Actors / Roles ..………………………………………………………37

4.2.1. Analysis Using Dramatistic Pentad ..……………………………………40

4.3. Discussion ..……………………………………………………….…………77

4.4. Critical Analysis ..……………………………………………………………81

CHAPTER V CONCLUSION AND RECOMMENDATION

5.1. Conclusion ...…………………………………………………………………97

5.2. Recommendation ……………………………………………………………98

5.2.2. Practical Recommendation ………………………………………………98

Figure 1. Conceptual Framework ………………………………………………19

Figure 2. Pentad Diagram ……………………………………………………….27

Table 1. Unit Analysis ……………………………………………………………22

Table 2. Research Focus Table ………………………………………………...29

Table 3. Research Time Table ………………………………………………….31

Image 1. The Founder Movie Poster …………………………………………..35

Image 2. Scene one 05:24 ………………………………………………………42

Image 3. Scene two 07:51 ………………………………………………………45

Image 4. Scene three 14:20 …………………………………………………….48

Image 5. Scene four 18:55 ………………………………………………………53

Image 6. Steakhouse 16:20 ……………………………………………………..54

Image 8. Scene six 41:02 ……………………………………………………….60

Image 10. Scene eight 1:13:45 …………………………………………………66

Image 11. Inst-a-mix milkshake 1:14:05 ……………………………………….67