McDonaldization

McDonaldization is a term coined by sociologist George Ritzer in his 1993 book The McDonaldization of Society. It refers to the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of society as well as the world.

Overview

McDonaldization is a reconceptualization of rationalization, or moving from traditional to rational modes of thought, and scientific management. Its primary components are efficiency, calculability, predictability, and control.

Efficiency

In the context of McDonaldization, efficiency is the optimal method for accomplishing a task. In this sense, Ritzer has it referring to the amount of time and effort that consumers expend in relation to the product they receive.

Calculability

Calculability in McDonaldization refers to the emphasis on quantitative aspects of products sold (portion size, cost) and services offered (the time it takes to get the product).

Predictability

Predictability is the assurance that products and services will be the same over time and in all locales. For the consumer, predictability is akin to comfort; they know what to expect and it reduces risk.

Control

Control in McDonaldization refers to the control of employees within the workplace, and by extension, the control of the consumer. This control is typically exerted through the replacement of human by non-human technologies.

Criticism

Critics of McDonaldization argue that it can lead to negative effects for individuals, society, and the world. These include the creation of a society that values quantity over quality, and the dehumanization of individuals.

See also

• Fast food culture
• Globalization
• Rationalization (sociology)

References

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