McDonald's is fighting definitions all the way to the OED:

http://www.suntimes.com/business/305589,CST-FIN-mcjobs21.articleprint

JFTR, McJob doesn't seem to appear in the 11th ed. of M-W Collegiate, but can be found in their unabridged:
a low-paying job that requires little skill and provides little opportunity for advancement

and it doesn't fare much better in AHD4:
Slang A job, usually in the retail or service sector, that is low paying, often temporary, and offers minimal or no benefits or opportunity for promotion.

-joe (McRet.) friday

McDonald's can't have the dictionaries changed. Dictionaries are there to report on meanings, no voice opinions on them. If a term is considered negative or demeaning, then that is what they must report.

They're not there to cow-tow to big business.

They're not there to cow-tow to big business.

Yet, the bigger the effect on "culture" that businesses have the more words that regard/relate/respond to them get recognized as *actual.

Here's some commentary posted on Language Log.

The OED definition is An unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector.

McDonalds CAN change this definition. All they have to do is institute corporate changes so that McJob will come to mean employment in an arena where highly-skilled workers are paid what they are worth while being intrinsically valued as vital parts of a caring concerned family?

Like that's gonna happen!

Here's the NPR program On the Media's take on the story.

mcgyver: To fix or construct something using only the materials at hand, such as a paper clip a drinking straw and a mirror.