The McDonaldization of Society

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The McDonaldization of Society: 20th Anniversary Edition cover art McDonaldization.jpeg
The McDonaldization of Society: 20th Anniversary Edition cover art

The McDonaldization of Society was first proposed by sociologist George Ritzer in an article for The Journal of American Culture [1] and expanded in his 1993 book of the same name. [2] Ritzer suggests that in the later part of the 20th century the socially-structured form of the fast-food restaurant has become the organizational force representing and extending the process of rationalization into the realm of everyday interaction and individual identity. McDonald's of the 1990s serves as the case model. [3] The book introduced the term McDonaldization to learned discourse as a way to describe a social process which produces "mind-numbing sameness", according to a 2002 review of a related academic text. [4]

Contents

In McDonaldization Ritzer expands and updates central elements from the work of Max Weber and produces a critical analysis of the impact of social-structural change on human interaction and identity. The central theme in Weber's analysis of modern society was the process of rationalization; a far-reaching process whereby traditional modes of thinking were replaced by an ends/means analysis concerned with efficiency and formalized social control. Weber argued that the archetypal manifestation of this process was the bureaucracy; a large, formal organization characterized by a hierarchical authority structure, well-established division of labor, written rules and regulations, impersonality and a concern for technical competence. Bureaucratic organizations not only represent the process of rationalization, the structure they impose on human interaction and thinking furthers the process, leading to an increasingly rationalized world. The process affects all aspects of everyday life.

Applications and alternatives to the McDonaldization concept

McDonaldization is mentioned in over 8,600 publications [5] and has been applied to countless institutions from archives [6] to universities [7] and zoos. [8] The McDonaldization thesis has entered the culture and is widely accepted.

However, there are also critics of the concept. Aaron Ahuvia and Elif Izberk-Bilgin argue that while McDonaldization represents a particular collection of forces, there is a countertrend in post-industrial societies they call eBayization. [9] Whereas McDonaldization produces homogeneity and predictability, eBayization provides variety, adventure, and surprise. Tony Blackshaw presents IKEAization as another countertrend, distinguished by seven dimensions •Home (another word for Community) •Democracy •Incalculability and Unpredictability •Provincialism •Protestant Work Ethic •Cool •Freedom. [10]

On the 40th anniversary of Ritzer's article, TheJournal of American Culture published 'Unwrapping the McDonald's model: An introduction to dynamic social theory', in which Titus Alexander argues that "Ritzer's analysis does not enable people to solve social problems or improve society. If anything, it paralyzes people into believing McDonaldization is an unstoppable behemoth they are powerless to influence." Alexander uses McDonald's to illustrate the thesis that institutions are everyday social experiments which embody knowledge about how to do things in society. McDonald's itself continuously adapts to difficult cultures and contexts using nine distinct layers of analysis. Alexander aims to show how social research can empower people to improve society by working on institutions as social models ("dynamic social theories"), citing Toyota, the Buurtzorg model of social care, and cooperatives as alternative models to McDonaldization. [11]

See also

Related Research Articles

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George Ritzer is an American sociologist, professor, and author who has mainly studied globalization, metatheory, patterns of consumption, and modern/postmodern social theory. His concept of McDonaldization draws upon Max Weber's idea of rationalization through the lens of the fast food industry. He coined the term in a 1983 article for The Journal of American Culture, developing the concept in The McDonaldization of Society (1993), which is among the best selling monographs in the history of American sociology.

<span class="mw-page-title-main">Social constructionism</span> Sociological theory regarding shared understandings

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McDonaldization is the process of a society adopting the characteristics of a fast-food restaurant. The McWord concept was proposed by sociologist George Ritzer in his 1993 book The McDonaldization of Society. McDonaldization is a reconceptualization of rationalization and scientific management. Where Max Weber used the model of the bureaucracy to represent the direction of this changing society, Ritzer sees the fast-food restaurant as a more representative contemporary paradigm.

The cultural turn is a movement beginning in the early 1970s among scholars in the humanities and social sciences to make culture the focus of contemporary debates; it also describes a shift in emphasis toward meaning and away from a positivist epistemology. The cultural turn is described in 2005 by Lynette Spillman and Mark D. Jacobs as "one of the most influential trends in the humanities and social sciences in the last generation." A prominent historiographer argues that the cultural turn involved a "wide array of new theoretical impulses coming from fields formerly peripheral to the social sciences," especially post-structuralism, cultural studies, literary criticism, and various forms of linguistic analysis, which emphasized "the causal and socially constitutive role of cultural processes and systems of signification."

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<span class="mw-page-title-main">Finger food</span> Food to be consumed without utensils

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References

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  2. Warner, Malcolm (1 December 1993). "The McDonaldization of Society (book review)". Journal of General Management. 19 (2): 86–90. doi:10.1177/030630709301900207. S2CID   220067523.
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  5. ""McDonaldization" : Article Search - UW-Madison Libraries". search.library.wisc.edu. Archived from the original on 2023-11-14. Retrieved 2023-10-07.
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  7. Hayes, Dennis; Wynyard, Robin (2022-03-22). The McDonaldization of higher education updated. Routledge Handbooks Online. doi:10.4324/9781003262497-9. ISBN   978-1-032-20147-4. S2CID   246520475.
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  9. Ahuvia, Aaron; Izberk-Bilgin, Elif (5 Nov 2011). "Limits of the McDonaldization thesis: eBayization and ascendant trends in post-industrial consumer culture". Consumption Markets & Culture. 14 (4): 361–384. doi:10.1080/10253866.2011.604496. ISSN   1025-3866. S2CID   144616586 via Routledge.
  10. Blackshaw, Tony (2010-02-24). Leisure. London: Routledge. doi:10.4324/9780203855959. ISBN   978-0-203-85595-9. Archived from the original on 2023-11-14. Retrieved 2024-02-04.
  11. Alexander, Titus (24 September 2023). "Unwrapping the McDonald's model: An introduction to dynamic social theory". The Journal of American Culture. 46 (3): 232–241. doi: 10.1111/jacc.13467 . ISSN   1542-7331.