EXEMPLAR FOR LOW EXCELLENCENOTE: These exemplars do not fully show Grade Score Marking (GSM) because of the small sample of student scripts involved, and the absence of a cut score meeting to determine grade boundaries. GSM can be seen in the level 1 and level 2 exemplars from the 2012 examinations, which will be published on the NZQA website when the assessment schedules are published.

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Social Studies 3.3

ASSESSOR’S USE ONLYFast food chains have grown a huge amount in India. The first McDonald’s restaurants came to

India in 1993 and now there are over 175 McDonald’s restaurants across India. McDonald’s has

no beef or pork on the menu and has become more Indianised to suit the customers, but people

are still against McDonald’s because it kills 14,400 cows a day worldwide to produce beef patties.

As the Hindus believe that cows should now be harmed and they held a respected place in

society.

The ideology is traditional and fundamentalist Hindus in society. Hinduism is the belief system,

80% of Indian Society adheres to this belief system. The traditional Hindus have a strict

vegetarian diet and believe that Hindu religion and its traditions and values must be followed

100%. They strongly disagree with McDonald’s being opened in India even though there is no

beef on the menu, McDonald’s still kills cows throughout the world. In strict Hindu beliefs the cow

is sacred and better alive than dead. The fundamentalists strictly believe that kamadenu was a

divine cow who was believed to be the mother of all cows who could grant her owner any wish

they desired. All cows descended from her. According to the Vedas the cow is one of the 7 mother

figures as she provides nutritious milk. The believe that cows do a lot for them, so they do not

want to harm the cow in return, but give it a good life. Hindus believe non-violence is the first and

foremost act of righteousness: animals should not be killed as you must take care of all living

things as part of the Hindu religion. The ideology is that no animal should be harmed, as whatever

is done in this life will impact your next life. All living things should be taken care of as part of

Hinduism.

Traditional Hindus have an ideological response to this issue. One social process of this response

was by lobbying. Lobbying is the process of influencing the public and government at local and

national levels. Shiv Sena is a right wing political party, established in 1966 by Bal Thackeray,

they are strict followers of Indian spiritual and cultural traditions. On May 5 2001, Shiv Sena

pressured the Indian Prime Minister by sending a memorandum to him demanding closure of the

McDonald’s chain throughout India. Shiv Sena also announced they would carry out laboratory

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Social Studies 3.3

ASSESSOR’S USE ONLY

tests of the French fries sold in India to determine whether it contained beef.

Another social process of this ideological response was protests. Bharatiya Janata Party, a centre-

right political party, established in 1980 is the largest political party in India. In 2001, BJP members

protested peacefully outside a McDonald’s outlet near that Chhatrapati Shivaji railway terminus

in South Mumbai. Bajrang Dal is a Hindu organisation that is based on the ideology of Hindutva,

and was founded on October 1984. In 2001, Bajrang Dal activists protested at McDonald’s outlets

in Thane, ransacking the outlet, 30 people were arrested and later let out on bail. These social

processes influence the Indian government to get rid of McDonald’s.

Shiv Sena members believe the cows are sacred to Hindus and provide humans with nutrients

from their milk and therefore should not be slaughtered. Even though beef is off the menu in

India, Shiv Sena still protest against the idea of millions of cows around the world being killed

for McDonald’s burgers because to them they are seen as a sacred symbol. They have a

fundamentalist Hindu perspective, and do not want change to occur. Jai Bhagwan Goel, the Delhi

head of Shiv Sena said “Today it is a symbolic protest. We came to warn the restaurants … The

cow is sacred to Indians. Foreign firms have made a habit of dumping things here without any

regard to feelings of people.” He is against the change of McDonald’s coming to India because

the cow is sacred and Indians should not support a company that kills millions of cows a year. His

viewpoint is shaped by his traditional Hindu worldview. People with this worldview believe that

traditional Hindu rules should be strictly followed.

Mr Amit Jatia, Managing Director of Hardcastle Restaurants, partners of McDonald’s in India

believes the Hindu belief system is being respected because there is no beef or pork on the Indian

menu, so they are taking people’s beliefs into consideration. Amit Jatia said “It is the only country in

the world for sure that does not offer beef at all. Maybe other countries offer pork, but we definitely

do not.” He is saying how they do not serve beef burgers because that would highly offend many

people as the cow is a sacred symbol in Indian society. His viewpoint is shaped by his capitalist

worldview. People with this worldview believe compromise can be made in order to maximise

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E7

This script is a low Excellence because the candidate has described ideologies within a specific society, described the change(s) shaped by the ideology and through social processes, described the points of view, values and perspectives of different individuals and/or groups in relation to the change, used social studies concepts and given specific evidence and explained how and/or why these ideologies have shaped society in detail. To some extent, the candidate has also evaluated the extent to which the ideologies have shaped society.To reach a clear Excellence, the candidate could have evaluated the extent to which the ideologies have shaped society in detail by expanding on their points and incorporating specific evidence.

profits.

Fundamentalist Hindu groups, such as Shiv Sena, brought their ideological values to attention

when McDonald’s came to India. Their ideological responses, such as protesting against

McDonald’s influenced McDonald’s to Indianise their menu and get rid of beef and pork in order

to appeal more to the Indian public. The menu was 75% Indianised and introduced new foods

like the veggie burger, made of potato, carrots and peas, spicy chicken burgers and the “McCurry

Pan”. This was positive for Indian society because their beliefs were respected and they were not

as westernised as other countries, as the menu is quite different.

Although McDonald’s has changed its menu dramatically, most Hindus are vegetarian, this has

influenced McDonald’s to open their first veggie-only store in India, and the world. The store

will open next year bear the Golden Temple in the Sikh holy city of Amritsar in Northern India.

McDonald’s menu in India is already 50% vegetarian. One of the main reasons McDonald’s

India is opening an all veggie restaurant is because cow slaughter is not allowed due to religious

reasons 80% of India’s population in Hindu and the consumption of pork is not allowed for

Muslims. Obesity is also a growing concern in India and they want to bring down the high fat

consumption. McDonald’s owners are wanting to increase the number of vegetarian McDonald’s

restaurants around India. McDonald’s already has 271 restaurants across the country, but hope to

have more veggie-only stores. This is positive for Indian society as most Hindus are vegetarians or

eat mostly vegetables. There will be no trace of meat which means no animals would have been

killed or harmed and the menu would be mostly natural foods.

EXEMPLAR FOR HIGH EXCELLENCENOTE: These exemplars do not fully show Grade Score Marking (GSM) because of the small sample of student scripts involved, and the absence of a cut score meeting to determine grade boundaries. GSM can be seen in the level 1 and level 2 exemplars from the 2012 examinations, which will be published on the NZQA website when the assessment schedules are published.

This script is a high Excellence because the candidate has described ideologies within a specific society, described the change(s) shaped by the ideology and through social processes, described the points of view, values and perspectives of different individuals and/or groups in relation to the change, used social studies concepts and given specific evidence, explained how and/or why these ideologies have shaped society in detail and evaluated the extent to which the ideologies have shaped society in detail by incorporating specific evidence.

E8