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. [1]
Ritzer highlighted four primary components of McDonaldization:
With these four principles of the fast food industry, a strategy which is rational within a narrow scope can lead to outcomes that are harmful or irrational. As these processes spread to other parts of society, modern society's new social and cultural characteristics are created. For example, as McDonald's enters a country and consumer patterns are unified, cultural hybridization occurs.
Organizations have been making an effort to deny the rationalization of McDonaldization. Efforts are related to focusing on quality instead of quantity, enjoying the unpredictability of service and product and employing more skilled workers without any outside control. Protests have also been rising in nation-states in order to slow down the process of McDonaldization and to protect their localization and traditional value. [3]
Some local case studies show how adjusting the rational model of McDonald's to suit local cultural preferences results in a diminution of the original McDonald's product. The more the company adjusts to local conditions, the more appeal the scientific calculations of the specifically American product may be lost. This can be used to justify McDonald's uniform approach. The ubiquity of McDonald's and the uniformity of its practices is a contributing factor to globalization. [4]
Junk food news, defined here as inoffensive and trivial news served up in palatable portions, is an example of McDonaldization. Another example could be McUniversities, which features modularized curricula, delivering degrees in a fast-track pick-and-mix fashion to satisfy all tastes. The diminished quality of these products can only be disguised by extensive advertising which constantly repackages them to look new. [5]
In penology, there has been a shift from punishments and treatment tailored to individual offenders, to attempting to control classes of offenders who are considered to be at high risk of recidivism through standardized penalties, such as those specified by three-strikes laws or sentencing guidelines. Offenders are classified by security level and sent to facilities deemed capable of adequately incapacitating prisoners in their risk category. Technology such as electronic surveillance, electronic monitoring, urinalysis, and computer-based offender tracking systems are often used in place of humans in the penal system. [6]
The response from McDonald's, expressed by its representatives in the United Kingdom, is that Ritzer, like other commentators, uses the company's size and brand recognition to promote ideas that do not necessarily relate to the company's business practices. [7]
It has been argued by a westerner that an example of the phenomenon of McDonaldization can be seen in education, where there is seen to be increasing similarity between that of Western classrooms and the rest of the world. Slater [8] argues that the class size, layout and pedagogy in Peru closely resemble that of America, with clear examples of Western culture focused on efficiency of transfer of knowledge in other parts of the world. Furthermore, Slater [8] goes on to demonstrate that the McDonaldization of education could have many negative side effects; particularly that it does not promote inquiry or creativity. Therefore, schools will become less effective at educating children as they will fail to develop critical and creative thinkers.
According to Wong, the influence of McDonaldization has also affected Higher Education classrooms. [9]
A study by Carroll (2013) describes how e-learning has become one of the biggest phenomena of educational literature in recent years. Although the potential promise of e-learning is often expected within the process of learning, much of the emphasis is in fact on the electronic issues to facilitate learning, with little regard for its consequences on the learning process. Consequently, this often erodes the human factor in learning – making the learning process a more isolated experience. This article suggests that academics should become more cautious with their acceptance of facilitating learning through e-learning platforms without fully understanding the impact on students learning experiences. It also explores the changing role of students in discovering, questioning, and seeking knowledge into that of ‘consumers of pre-packed education. [10]
The McDonaldization of Education is not only limited to physical classroom settings. It is predicted by George Ritzer [11] that MOOCs (Massive Open Online Courses) will make future education even more McDonaldized. While it is possible to create a new original MOOC every semester, it is more likely a basic structure will be created and subsequently altered each time in order to make their creation more efficient. Over time as the interest and quality of MOOCs increases, the same pre recorded MOOCs may be used by many different universities, creating predictable content for MOOC students. Computer graded exams will be used more frequently than written essay exams to make it more efficient for the instructors. Yet since MOOCs limit the amount of contact between student and teacher, it will be difficult to engage the course on a deeper and more meaningful level. [11]
A fast-food restaurant, also known as a quick-service restaurant (QSR) within the industry, is a specific type of restaurant that serves fast-food cuisine and has minimal table service. The food served in fast-food restaurants is typically part of a "meat-sweet diet", offered from a limited menu, cooked in bulk in advance and kept hot, finished and packaged to order, and usually available for take away, though seating may be provided. Fast-food restaurants are typically part of a restaurant chain or franchise operation that provides standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. The term "fast food" was recognized in a dictionary by Merriam–Webster in 1951.
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.
Raymond Albert Kroc was an American businessman. He purchased the fast food company McDonald's in 1961 from the McDonald brothers and was its CEO from 1967 to 1973. Kroc is credited with the global expansion of McDonald's, turning it into the most successful fast food corporation in the world by revenue.
A prosumer is an individual who both consumes and produces. The term is a portmanteau of the words producer and consumer. Research has identified six types of prosumers: DIY prosumers, self-service prosumers, customizing prosumers, collaborative prosumers, monetised prosumers, and economic prosumers.
A formal organization is an organization with a fixed set of rules of intra-organization procedures and structures. As such, it is usually set out in writing, with a language of rules that ostensibly leave little discretion for interpretation.
In sociology, the term rationalization was coined by Max Weber, a German sociologist, jurist, and economist. Rationalization is the replacement of traditions, values, and emotions as motivators for behavior in society with concepts based on rationality and reason. The term rational is seen in the context of people, their expressions, and or their actions. This term can be applied to people who can perform speech or in general any action, in addition to the views of rationality within people it can be seen in the perspective of something such as a worldview or perspective (idea). An example of rationalization can be seen in the implementation of bureaucracies in government is a kind of rationalization, as is the construction of high-efficiency living spaces in architecture and urban planning. A potential reason as to why rationalization of a culture may take place in the modern era is the process of globalization. Countries are becoming increasingly interlinked, and with the rise of technology, it is easier for countries to influence each other through social networking, the media and politics. An example of rationalization in place would be the case of witch doctors in certain parts of Africa. Whilst many locals view them as an important part of their culture and traditions, development initiatives and aid workers have tried to rationalize the practice in order to educate the local people in modern medicine and practice.
The McDonaldization of Society was first proposed by sociologist George Ritzer in an article for The Journal of American Culture and expanded in his 1993 book of the same name. 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. 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.
Networked learning is a process of developing and maintaining connections with people and information, and communicating in such a way so as to support one another's learning. The central term in this definition is connections. It adopts a relational stance in which learning takes place both in relation to others and in relation to learning resources. In design and practice, networked learning is intended to facilitate evolving sets of connections between learners and their interpersonal communities, knowledge contexts, and digital technologies.
Finger foods are small, individual portions of food that are eaten out of hand. They are often served at social events. The ideal finger food usually does not create any mess, but this criterion is often overlooked in order to include foods like tacos. One origin for finger foods is the French canapé.
Sylvan Learning, Inc. consists of franchised and corporate supplemental learning centers which provide personalized instruction in reading, writing, mathematics, study skills, homework support, and test preparation for college entrance and state exams. Some centers also offer STEM courses in robotics and coding. Sylvan provides personalized learning programs and primarily serves students in primary and secondary education.
MaDonal is a restaurant located in the city of Sulaymaniyah, Iraqi Kurdistan. It is designed to resemble the fast food chain McDonald's both in appearance and in menu; for instance, MaDonal's menu includes "Big Macks." It is one of two McDonald's-like restaurants in the town; the other one, Matbax, claims that MaDonal is "cheap quality".
Open education is an educational movement founded on openness, with connections to other educational movements such as critical pedagogy, and with an educational stance which favours widening participation and inclusiveness in society. Open education broadens access to the learning and training traditionally offered through formal education systems and is typically offered through online and distance education. The qualifier "open" refers to the elimination of barriers that can preclude both opportunities and recognition for participation in institution-based learning. One aspect of openness or "opening up" education is the development and adoption of open educational resources in support of open educational practices.
Andrew Yan-Tak Ng is a British-American computer scientist and technology entrepreneur focusing on machine learning and artificial intelligence (AI). Ng was a cofounder and head of Google Brain and was the former Chief Scientist at Baidu, building the company's Artificial Intelligence Group into a team of several thousand people.
D2L is a Canada-based global software company with offices in Australia, Brazil, Europe, Singapore, and the United States.
A massive open online course or an open online course is an online course aimed at unlimited participation and open access via the Web. In addition to traditional course materials, such as filmed lectures, readings, and problem sets, many MOOCs provide interactive courses with user forums or social media discussions to support community interactions among students, professors, and teaching assistants (TAs), as well as immediate feedback to quick quizzes and assignments. MOOCs are a widely researched development in distance education, first introduced in 2008, that emerged as a popular mode of learning in 2012, a year called the "Year of the MOOC".
Economic globalization is one of the three main dimensions of globalization commonly found in academic literature, with the two others being political globalization and cultural globalization, as well as the general term of globalization. Economic globalization refers to the widespread international movement of goods, capital, services, technology and information. It is the increasing economic integration and interdependence of national, regional, and local economies across the world through an intensification of cross-border movement of goods, services, technologies and capital. Economic globalization primarily comprises the globalization of production, finance, markets, technology, organizational regimes, institutions, corporations, and people.
A kimchi burger is a hamburger that includes kimchi in its preparation. Several restaurants serve kimchi burgers as part of their fare, including restaurants in South Korea, England and the United States. McDonald's restaurants in South Korea serve kimchi burgers. In addition to kimchi burgers being prepared using ground beef, they may be prepared using seafood, such as salmon. Kimchi burgers are sometimes topped with an egg, and may include additional ingredients such as mayonnaise, barbecue sauce and cilantro, among others.
Language MOOCs are web-based online courses freely accessible for a limited period of time, created for those interested in developing their skills in a foreign language. As Sokolik (2014) states, enrolment is large, free and not restricted to students by age or geographic location. They have to follow the format of a course, i.e., include a syllabus and schedule and offer the guidance of one or several instructors. The MOOCs are not so new, since courses with such characteristics had been available online for quite a lot of time before Dave Cormier coined the term 'MOOC' in 2008. Furthermore, MOOCs are generally regarded as the natural evolution of OERs, which are freely accessible materials used in Education for teaching, learning and assessment.
Open Educational Practices in Australia refers to the development, implementation and use of Open educational resources (OER), open access, open learning design, open policies, and Massive Open Online Courses (MOOCs) to open up education in Australia.
Due to the global scale of the McDonald's business, many commentators seek to use its brand and international presence to support various positions and theories that they wish to put forward.
