':"";if(r){var a=n.promos.showYahooLogo?"":"yns-no-logo";r=r.replace("{notifOnboardBtnLabel}",n.promos.notifOnboardBtnLabel).replace("{notifOnboardMsg}",n.promos.notifOnboardMsg).replace("{subscriptionTopic}",n.promos.subscriptionTopic).replace("{noLogoClass}",a).replace("{promoLogo}",n.promos.promoLogo)}var s=t.newCount>n.panel.maxCount?t.newCount:"",c=n.panel.notificationCenterPath,l=c?"":R,u=n.panel.headerMsg?"":" "+R,d=c?U:"",p=void 0;t.count?p=t.markup:p='{emptyPanelMsg}'.replace("{emptyPanelMsg}",n.panel.emptyPanelMsg);return e=e.replace("{notifMarkup}",p).replace("{promoMarkup}",r).replace("{hideClass}",l).replace("{notifCenterLink}",c).replace("{paddingClass}",d).replace("{headerMsg}",n.panel.headerMsg).replace("{hideHeaderClass}",u).replace(/{notificationCenterNavMsg}/g,n.panel.notificationCenterNavMsg).replace(/{newCount}/g,s)}},{key:"render",value:function(e,t){var n=this;if(n._panelNode){var o=void 0,i=n._panelNode,r=void 0,a=void 0;switch(e){case"expanded_panel":o='{promoMarkup}{notifMarkup}',a=n._store.getNotifications(),r=n._generatePanelMarkup(o,a),i.innerHTML=r;break;case"error_panel":r=(o='{errorMsg}').replace("{errorMsg}",n._config.panel.errorMsg),i.innerHTML=r}t&&t()}else t&&t(new Error("No panel parent"))}},{key:"createPanelParentNode",value:function(e){e&&(e.innerHTML='',this._panelNode=document.getElementById(P))}},{key:"updateBadgeNode",value:function(e){if(e){var t=this._store.getNotifications().newCount,n=this._config.badge.maxCount;if(t){var o=t>n?n+"+":t;e.innerHTML=o}else e.innerHTML=""}}},{key:"addStyles",value:function(e){if(e&&"undefined"!=typeof window){var t=document.getElementById(this._config.panel.styleTagId);t||((t=document.createElement("style")).type="text/css",t.id=this._config.panel.styleTagId,t.innerText=e,document.head.appendChild(t))}}}]),e}(),j=function(){function e(t,n,o){E(this,e);var i=this;i._store=n,i._view=o,i._config=t;var r=i._config.panel;i._panelParentNode=document.querySelector(r.parentSelector),i._badgeNode=i._config.badge.selector&&document.querySelector(i._config.badge.selector),i._indicatorNode=r.indicatorSelector&&document.querySelector(r.indicatorSelector)}return C(e,[{key:"createPanelParentNode",value:function(){this._view.createPanelParentNode(this._panelParentNode),this._notifPanelNode=document.getElementById(P)}},{key:"refreshPanelNode",value:function(e,t){var n=this;M(n._notifPanelNode,B),n._store.fetchNotifications(e,(function(e,o){var i=window.wafer&&window.wafer.base;i&&i.destroy(n._notifPanelNode),e?n._notifPanelNode.innerHTML||(n._view.render("error_panel"),M(n._notifPanelNode,B)):(n._view.render("expanded_panel"),n._view.updateBadgeNode(n._badgeNode),n._showBadge(),n._showIndicator(),n._view.addStyles(o.css)),I(n._notifPanelNode,B),i&&i.sync(n._notifPanelNode.parentNode),t&&t(e,o)}))}},{key:"resetBadge",value:function(){var e=this;e._store.resetNewCount(),e._view.updateBadgeNode(e._badgeNode),M(e._badgeNode,e._config.badge.hideClass)}},{key:"_showIndicator",value:function(){this._indicatorNode&&(this._store.getNotifications().newCount?M(this._indicatorNode,this._config.panel.indicatorClass):I(this._indicatorNode,this._config.panel.indicatorClass))}},{key:"_showBadge",value:function(){var e=this;e._store.getNotifications().newCount?I(e._badgeNode,e._config.badge.hideClass):M(e._badgeNode,e._config.badge.hideClass)}}]),e}(),F={promos:{eligibleBodyClass:"display-push-promos",enableNotifOnboard:!0,bypassEligibleClassCheck:!1,notifOnboardBtnLabel:"Notify Me",notifOnboardMsg:"Get alerts for breaking news and top stories",promoLogo:"https://s.yimg.com/cv/apiv2/ae/news/circle_bell.png",showYahooLogo:!0,subscriptionTopic:"gondor_homerun_news"},badge:{hideClass:"",maxCount:5,selector:""},panel:{emptyPanelMsg:"You have no new notifications.",errorMsg:"",headerMsg:"Notifications",imageTag:"img:40x40|2|80",indicatorClass:"yns-indicator",indicatorSelector:null,maxCount:6,notificationCenterNavMsg:"View all {newCount} notifications",notificationCenterPath:"",notificationTypes:"",parentSelector:null,styleTagId:"notificationStyles",theme:"default"},service:{attemptCount:1,attemptDelay:2,url:null,resetUrl:null,isRMP:!1,responseType:"json",timeout:1500}},Y={NotificationClient:function(){function e(t){E(this,e);var n=this;n.config=n._parseConfig(t),n._validateRequiredConfigs()&&(n._request=new S(n.config),n._store=new O(n.config,n._request),n._view=new H(n.config,n._store),n._panelController=new j(n.config,n._store,n._view),n._panelController.createPanelParentNode(),n._assignHelperMethods())}return C(e,[{key:"_parseConfig",value:function(e){var t={};for(var n in N(t,F),t)if(t.hasOwnProperty(n)){var o=t[n],i=e[n];"object"===(void 0===o?"undefined":L(o))?N(o,i):t[n]=e[n]}return t}},{key:"_validateRequiredConfigs",value:function(){var e=this.config;return!(!e.panel.parentSelector||!e.service.url)}},{key:"_assignHelperMethods",value:function(){var e=this;e.helpers={refreshPanelNode:e._panelController.refreshPanelNode.bind(e._panelController),resetBadge:e._panelController.resetBadge.bind(e._panelController),resetIndicator:function(){I(e._panelController._indicatorNode,e.config.panel.indicatorClass)}}}}]),e}()},z="lnct",G=function(){function e(){var e,t;this.personalized=!1,this.ybarElem=document.getElementById("ybar"),this.partnerClasses=null===(t=null===(e=this.ybarElem)||void 0===e?void 0:e.className)||void 0===t?void 0:t.match(/ybar-variant-([a-z]*)/),this.client=new Y.NotificationClient(this.getConfig())}return e.prototype.refreshPanel=function(){var e,t,n,o=this,i={lastUpdate:this.getTimeStamp()||this.setTimeStamp(),loadInHpViewer:!0,includePersonalized:this.personalized},r=(null===(e=window.YAHOO)||void 0===e?void 0:e.context)||(null===(t=window.Af)||void 0===t?void 0:t.context)||{};return r.region&&r.lang&&(i.lang=r.lang,i.region=r.region),(null===(n=this.partnerClasses)||void 0===n?void 0:n.length)&&(i.partner=this.partnerClasses[1]),new Promise((function(e,t){o.client.helpers.refreshPanelNode({matrixParams:i},(function(n,o){n&&(l("Notification refresh error:",n),t(n)),e(o)}))}))},e.prototype.resetBadge=function(){this.client.helpers.resetBadge(),this.setTimeStamp()},e.prototype.getConfig=function(){var e,t,n,o,i,r=document.getElementById("notification-container"),a=null===(e=null==r?void 0:r.dataset)||void 0===e?void 0:e.config;if(D&&!a)return D;var s={promos:{eligibleBodyClass:"display-push-promos",enableNotifOnboard:!0},badge:{selector:"#notif-badge",hideClass:"ybar-notification-hidden"},panel:{emptyPanelMsg:"You have no new notifications.",errorMsg:"Please check back later.",headerMsg:"Notifications",maxCount:5,parentSelector:"#ybarNotificationBody",notificationTypes:"breakingNews"},service:{url:"/tdv2_fp/api/resource/NotificationHistory.getHistory",isRMP:!1}},c={};if(a){"att"===(null===(t=this.partnerClasses)||void 0===t?void 0:t[1])&&(s.promos.showYahooLogo=!1);try{var u=JSON.parse(a);c=m({},u),this.personalized=1===u.personalize}catch(e){l("Notifications config parsing error",e)}r&&delete r.dataset.config}return D=this.mergeConfigs(s,c),(null===(n=this.partnerClasses)||void 0===n?void 0:n.length)&&"yahoo"!==(null===(o=this.partnerClasses)||void 0===o?void 0:o[1])&&(null===(i=D.promos)||void 0===i?void 0:i.subscriptionTopic)&&delete D.promos.subscriptionTopic,D},e.prototype.mergeConfigs=function(e,t){var n=m({},e);for(var o in e)n[o]=m(m({},e[o]),t[o]);return n},e.prototype.getTimeStamp=function(){var e;return null===(e=window.localStorage)||void 0===e?void 0:e.getItem(z)},e.prototype.setTimeStamp=function(){var e,t=""+Math.floor((new Date).getTime()/1e3);return null===(e=window.localStorage)||void 0===e||e.setItem(z,t),t},e}(),V=new G,W=function(){return V},K="",J=[],$=function(){},X=function(){window.removeEventListener("beforeunload",X),""!==K&&l("Rapid not found on page",new Error(K))},Z=null,Q=function(){return null===Z&&(Z=document.getElementById("ybar")),Z},ee=function(){var e=0,t=window.YAHOO;if(T)return T;if(t)if(t.i13n)if(t.i13n.__RAPID_INSTANCES__)if(t.i13n.__RAPID_INSTANCES__.length0)for(var n=0;n0){if(T.addModules(i,!1,o),J.length>0)for(e=0;e40959)&&(i19903)&&(i55215))return!1}return!0},ve={navBeaconFired:!1},he=["ready","navigation"],ye=function(){function e(e){var t=this;this.triggerEvent=s,this.addEventListener=c,this.logError=l,this.logPerformance=u,this.getConfig=d,this.getPerformanceMetrics=p,this.rapidRefresh=ne,this.state=m({},ve),this.modules=e,this.userEmail="",window.YBAR&&(he.forEach((function(e){var n="on".concat(e),o=window.YBAR[n];o&&(t[n]=o)})),window.YBAR.wssid&&(this.wssid=window.YBAR.wssid),window.YBAR.appid&&(this.appid=window.YBAR.appid)),he.forEach((function(e){var n="on".concat(e);c(e,(function(){for(var o,i=[],r=0;r0){if(o&&i){var n=t>99;o.classList.add("".concat(At)),i.classList.add("count-loaded"),o.textContent=n?"99+":t+"",n?o.classList.add("".concat(kt)):t>=10&&o.classList.add("".concat(St))}e.onDestroy((function(){o&&(o.textContent="")}))}})).catch((function(){}))}(e,s)}));var Ht="_yb_1e46uhr",jt=function(e,t){var n;t.logoImages&&(n=t.logoImages).length>0&&Array.prototype.forEach.call(n,(function(e){e.onerror=function(){e.onerror=null,e.style.display="none"}})),t.wrapper&&(function(e,t){e&&(Me("#ybar-logo","#ybar-logo",t),t.onDestroy((function(){e.classList.remove("ybar-show-outline"),e.classList.remove("ybar-hide-outline")})))}(t.wrapper,e),function(e,t){t&&e.addElementListener(t,"click",(function(){e.triggerEvent("logo-click")}))}(e,t.wrapper))};ge("ybar-mod-logo",(function(e){var t={wrapper:document.getElementById("ybar-logo"),logoImages:document.querySelectorAll(".".concat(Ht))};jt(e,t)}));var Ft={"dropdown-open":"_yb_1qr55t8","merchant-is-selected":"_yb_hpfgev",overlay:"_yb_1t4opbo","selected-merchant-clear-button":"_yb_sdzekv","shops-buttons":"_yb_1gmhi8h","styled-select":"_yb_1fed2vs",tooltip:"_yb_156j5sr","tooltip--show":"_yb_t94u7s",tooltip__text:"_yb_149d3c6",tooltip__voice:"_yb_rkldcd",tooltip__web:"_yb_1bze76z",dark:"_yb_of9a42",darker:"_yb_1br2rz9",light:"_yb_p0373k","search-border-gradient":"_yb_109k2ga","search-border-gradient-hover":"_yb_vljmzl",midnight60:"_yb_1o792pg","search-input-uh3-hover":"_yb_15ox84z","search-input-uh3-focus-visible":"_yb_1e6541m","sa-btn-bar":"_yb_1axm66t","searchbox-icon-uh3":"_yb_1uef33k",empty:"_yb_owcm9n"},Yt=function(e,t){var n=Math.max(e,t),o=Math.min(e,t),i=Math.abs(n-o);return b([],y(new Array(i+1)),!1).map((function(e,t){return o+t}))},zt=function(e,t,n){var o=e.getConfig().bucketConfig,i=(void 0===o?{}:o).enable_search_ui,r=void 0!==i&&i;if(t.ybar){t.ybar.classList.add("ybar-searchbox-assist-fullscreen"),document.documentElement.classList.add("ybar-overlay"),document.body.classList.add("ybar-overlay-noscroll");te("ybar","websrch","",{elm:"expand",subsec:"searchbox",itc:"1"}),setTimeout((function(){t.searchInput instanceof HTMLInputElement&&(n&&(t.searchInput.value=n),t.searchInput.focus(),r&&window.YAHOO&&window.YAHOO.SA&&window.YAHOO.SA.apps&&window.YAHOO.SA.apps[0]&&window.YAHOO.SA.apps[0].view&&!window.YAHOO.SA.apps[0].view.shown&&window.YAHOO.SA.apps[0].view.show())}))}},Gt=function(e){var t;null===(t=e.ybar)||void 0===t||t.classList.remove("ybar-searchbox-assist-fullscreen"),document.documentElement.classList.remove("ybar-overlay"),document.body.classList.remove("ybar-overlay-noscroll"),e.searchInput instanceof HTMLInputElement&&(e.searchInput.value="",e.searchInput.blur())},Vt=function(e,t){var n=e.getConfig();if("smartphone"===n.device){if("finance"===n.property&&"crunch"===n.ytheme&&e.addElementListener(t.searchInput,"click",(function(){var n,o;n="search_input_focus_click",null!==(o=ae())&&(oe[n]||(oe[n]=o)),e.addElementListener(t.searchForm,"click",(function(){if(t.ybar){if(t.ybar.classList.contains("ybar-searchbox-assist-fullscreen"))return;t.ybar.classList.add("ybar-searchbox-assist-fullscreen"),t.ybar.classList.add("ybar-searchbox-assist-fadein")}if(!document.documentElement.classList.contains("ybar-overlay")){document.documentElement.classList.toggle("ybar-overlay"),document.body.classList.add("ybar-overlay-noscroll");te("ybar","websrch","",{elm:"expand",subsec:"searchbox",itc:"1"})}}))})),e.addElementListener(t.searchBoxPlaceholder,"click",(function(){zt(e,t)})),e.addElementListener(t.searchBoxPlaceholder,"keydown",(function(n){var o=n,i=o.keyCode,r=o.key,a=Yt(65,90),s=b(b([],y(Yt(58,57)),!1),y(Yt(96,105)),!1),c=b(b([],y(a),!1),y(s),!1).includes(i);(32===i||13===i||c)&&(n.preventDefault(),n.stopPropagation(),zt(e,t,c?r:""))})),t.searchBoxBackButton&&(e.addElementListener(t.searchBoxBackButton,"click",(function(e){e.stopPropagation(),window.YAHOO&&window.YAHOO.SA&&window.YAHOO.SA.apps&&window.YAHOO.SA.apps[0]&&(window.YAHOO.SA.apps[0].view.resetQuery(),window.YAHOO.SA.apps[0].view.hide()),Gt(t);te("ybar","back-close-srch","",{elm:"btn",subsec:"searchbox",itc:"1"})})),e.addElementListener(t.searchInput,"keyup",(function(e){e.stopPropagation();27===e.keyCode&&(e.stopPropagation(),Gt(t))}))),e.addEventListener("viewerClosed",(function(){Gt(t)})),window.self!==window.top&&t.ybar&&t.searchForm)t.searchForm.setAttribute("target","_top"),document.querySelectorAll("#ybar a").forEach((function(e){e.setAttribute("target","_top")}));e.onDestroy((function(){Gt(t)}))}},Wt=function(){function e(e,t,n){t&&(this.ybar=e,this.elem=t,this.options=n,this.show=this.show.bind(this),this.hide=this.hide.bind(this),this.addEventListeners())}return Object.defineProperty(e.prototype,"tooltip",{get:function(){var e=this;return this.tooltipMarkup||(this.tooltipMarkup=this.createTooltip(),(this.options.tooltipParentElm||this.elem).appendChild(this.tooltipMarkup),this.ybar.onDestroy((function(){var t,n;null===(n=null===(t=e.tooltipMarkup)||void 0===t?void 0:t.parentNode)||void 0===n||n.removeChild(e.tooltipMarkup)}))),this.tooltipMarkup},enumerable:!1,configurable:!0}),e.prototype.show=function(){this.tooltip.classList.add(this.options.showClass)},e.prototype.hide=function(){this.tooltip.classList.remove(this.options.showClass)},e.prototype.addEventListeners=function(){this.ybar.addElementListener(this.elem,"mouseenter",this.show),this.ybar.addElementListener(this.elem,"focus",this.show),this.ybar.addElementListener(this.elem,"mouseleave",this.hide),this.ybar.addElementListener(this.elem,"blur",this.hide)},e.prototype.createTooltip=function(){var e=document.createElement("div");e.className=this.options.containerClass||"";var t=document.createElement("p");return t.textContent=this.options.label,t.className=this.options.textClass||"",e.appendChild(t),e},e}(),Kt={containerClass:Ft.tooltip,textClass:Ft.tooltip__text,showClass:Ft["tooltip--show"]};ge("ybar-mod-searchbox",(function(e){var t,n=e.getConfig(),o={ybar:document.getElementById("ybar"),searchInput:document.getElementById("ybar-sbq"),buttonBar:document.querySelector(".".concat(Ft["sa-btn-bar"])),searchForm:document.getElementById("ybar-sf"),searchBoxIcon:document.querySelector(".".concat(Ft["searchbox-icon-uh3"])),searchBoxPlaceholder:document.getElementById("ybar-smartphone-searchbox-placeholder"),searchBoxBackButton:document.getElementById("ybar-search-back-btn"),shopsButtonsWrap:document.querySelector(".".concat(Ft["shops-buttons"])),categorySelect:document.getElementById("shops-category-select"),selectedMerchantInput:document.getElementById("selected-merchant-input"),selectedMerchantClearButton:document.querySelector(".".concat(Ft["selected-merchant-clear-button"])),submitSearchBtn:document.getElementById("ybar-search"),clearSearchBtn:document.getElementById("ybar-sbq-x"),searchGradientBorder:document.querySelector(".".concat(Ft["search-border-gradient"]))};if(function(e,t){var n,o,i,r=e.getConfig();if(t.ybar&&["desktop","tablet"].includes(r.device)&&(null===(n=r.bucketConfig)||void 0===n?void 0:n.highlight_searchassist)&&(null===(o=r.bucketConfig)||void 0===o?void 0:o.overlay_class)){t.ybar.setAttribute("data-ovrly-bkt",r.bucketConfig.overlay_class),null===(i=t.searchForm)||void 0===i||i.classList.add(Ft[r.bucketConfig.overlay_class]);var a=document.createElement("div");a.classList.add(Ft.overlay,Ft[r.bucketConfig.overlay_class]),document.body.appendChild(a),e.onDestroy((function(){document.body.removeChild(a)})),e.addElementListener(t.searchForm,"focusout",(function(e){if(t.searchForm&&t.searchInput){var n=e.relatedTarget;n&&!t.searchForm.contains(n)&&window.YAHOO.SA&&window.YAHOO.SA.apps&&window.YAHOO.SA.apps[0]&&window.YAHOO.SA.apps[0].view.shown&&window.YAHOO.SA.apps[0].view.hide()}}))}}(e,o),Vt(e,o),o.searchGradientBorder){var i=!1;o.searchInput.addEventListener("keydown",(function(e){var t=e.code,n=e.key,r=t.startsWith("Key"),a=t.startsWith("Digit"),s=/^[!@#$%^&*()_+\-=[\]{};':"\\|,./?`~]$/.test(n);(r||a||s)&&!i&&(o.searchGradientBorder.classList.add("".concat(Ft["search-border-gradient-hover"])),i=!0)})),e.addElementListener(o.searchForm,"mouseover",(function(){i||o.searchGradientBorder.classList.add("".concat(Ft["search-border-gradient-hover"]))})),e.addElementListener(o.searchForm,"mouseout",(function(){i||o.searchGradientBorder.classList.remove("".concat(Ft["search-border-gradient-hover"]))})),e.addElementListener(o.searchInput,"click",(function(){i=!0})),e.addElementListener(o.searchInput,"blur",(function(){o.searchGradientBorder.classList.remove("".concat(Ft["search-border-gradient-hover"]))}))}o.searchForm&&(e.addElementListener(o.searchBoxIcon,"mouseover",(function(){o.searchForm.classList.add("".concat(Ft["search-input-uh3-hover"]))})),e.addElementListener(o.searchBoxIcon,"mouseout",(function(){o.searchForm.classList.remove("".concat(Ft["search-input-uh3-hover"]))})),e.addElementListener(o.buttonBar,"mouseover",(function(){o.searchForm.classList.add("".concat(Ft["search-input-uh3-hover"]))})),e.addElementListener(o.buttonBar,"mouseout",(function(){o.searchForm.classList.remove("".concat(Ft["search-input-uh3-hover"]))})),e.addElementListener(o.searchInput,"keyup",(function(e){"Tab"===e.key&&o.searchForm.classList.add("".concat(Ft["search-input-uh3-focus-visible"])),o.searchInput.classList.toggle("".concat(Ft.empty),""===o.searchInput.value)})),e.addElementListener(o.searchInput,"keydown",(function(){o.searchForm.classList.remove("".concat(Ft["search-input-uh3-focus-visible"]))})),e.addElementListener(o.searchInput,"focusout",(function(){o.searchForm.classList.remove("".concat(Ft["search-input-uh3-focus-visible"]))})),e.addElementListener(o.submitSearchBtn,"click",(function(e){""===o.searchInput.value.trim()&&e.preventDefault()})),e.addElementListener(o.clearSearchBtn,"click",(function(){o.searchInput.classList.add("".concat(Ft.empty))}))),o.submitSearchBtn&&"crunch"===n.ytheme&&new Wt(e,o.submitSearchBtn,m(m({},Kt),{label:null!==(t=n.i18n.root.SEARCH_TOOLTIP_WEB)&&void 0!==t?t:"Search the web",containerClass:"".concat(Ft.tooltip," ").concat(Ft.tooltip__web),tooltipParentElm:o.clearSearchBtn.parentElement}))}));var Jt="_yb_tdk4ba",$t="_yb_hkd17a",Xt="_yb_rtzclf",Zt="_yb_tdbhj6",Qt="_yb_de52ef",en="_yb_9hwrey",tn="_yb_slc8ta",nn="_yb_bf0svp",on="_yb_hjic9z";ge("ybar-mod-adaptivenav",(function(e){var t=document.querySelector("#ybar-l1-more-menu ul"),n={moreDropDown:document.querySelector(".".concat(Jt)),moreBtn:document.querySelector(".".concat($t)),wrap:document.querySelector(".".concat(Zt)),moreSectionTitle:document.querySelectorAll(".".concat(Qt)),editionsCtaBtn:document.querySelector(".".concat(en)),editionsMenu:document.querySelector(".".concat(tn)),closeBtn:document.querySelector(".".concat(nn)),moreMenuDropDownHeight:t?"".concat(t.offsetHeight+48,"px"):"0"};new 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RegExp("[?&]notifications=1(&|#|$)");"desktop"===h&&i&&b.test(window.location.search)&&(i.checked=!0)};ge("ybar-mod-notification",(function(e){var t={isUH3:"crunch"===e.getConfig().ytheme,notifContainer:document.getElementById("notification-container"),notifBadge:document.getElementById("notif-badge"),notifMenu:document.getElementById("ybarNotificationMenu"),notifMenuOpener:document.querySelector("#ybarNotificationMenu + label"),notifDropdown:document.getElementById("notifDropdownContainer"),tooltipContainer:document.querySelector(".".concat(no)),notifLabel:document.querySelector(".".concat(oo))};t.notifDropdown&&mo(e,t)}))}()}};]]>Alicia KelsoWed, March 4, 2026 at 7:30 PM GMT+1 6 min readYou can find original article here Nrn. Subscribe to our free daily Nrn newsletters.We aren’t trying to put out another think piece about how McDonald’s chief executive officer Chris Kempczinski eats a Big Arch Burger or the corporate speak he uses to describe said burger as a “product.” You could argue that his video was kind of cringey or inauthentic, particularly given his shockingly small bite. But it’s worth noting that Kempczinski has been the centerpiece of several McDonald’s videos for a while now, offering his menu predictions, his personal use-cases for artificial intelligence, international travel advice, career advice — you name it. Nothing about this Big Arch video strikes a different tone or tenor from him.That said, social media is unforgiving and the video went viral for his disposition versus the actual burger because most consumers don’t follow “Chris K.” like we do. And now everyone has an opinion, about him, about his communications team, McDonald’s legal department’s approval process, and so forth. We’ve even received a few PR pitches proclaiming that the product launch has been a “failure” because of his video. The burger was just launched this week, by the way. But perhaps such a reaction underscores the real point here. Everyone has an opinion (proclaiming the burger a failure before its launch isn’t a good one, for the record) and is posting their own think pieces, further pushing the conversation and McDonald's video atop the algorithm. Is that ever a bad thing?One X user even posted that he had no idea McDonald’s was launching a new burger until the Kempczinski commentary started going viral. So, say what you will about the awkwardness of the CEO, but that awkwardness is doing some heavy promotional lifting. The video has so far garnered more than 4.5 million views, which is a lot of eyeballs on the Big Arch.The conversational themesShifting focus a bit to the cultural side of this, and most commentary across social media sites has been humorous or mocking in nature. Narrative intelligence company PeakMetric examined posts across several social media sites from Feb. 3 through March 3 that referenced McDonald’s and Kempczinski and found that: 35.3% of posts were humorous/mocking. The humor often revolves around his perceived disconnect from the brand and the irony of a CEO seemingly uncomfortable with the product he represents.19.6% had political or economic framing. This commentary focuses on the broader implications of Kempczinski's leadership, such as his strategic decisions, and their impact on McDonald's economic positioning. This includes critiques of his approach to branding and product marketing, and conversations around his salary.18.8% had competitive framing. This theme is characterized by comparisons with competitors, notably Burger King, which has used the situation to highlight its own brand strengths and mock McDonald's.15.6% of posts were direct personal criticisms. This theme includes critiques of Kempczinski's leadership style and personal attributes, for example, questioning his suitability for the role due to his background in brand management rather than direct restaurant experience.9.5% posted commentary on the backlash, including commentary on the public's reaction to the CEO, analyzing why the video went viral and what it says about consumer expectations and corporate leadership.1.2% of posts were supportive or defensive. A minority of mentions express support or defense of Kempczinski, often highlighting the unfairness of the backlash or defending his actions as part of his role. 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