Sociology Index


eBayization is a postmodern form of economic and social organization powered by information technology.

eBayization provides variety, adventure, and surprise. McDonaldization produces homogeneity and predictability. McDonaldization emphasizes a centrally coordinated market, whereas eBayization brings the freedoms and abuses of a risk society.

Ritzer's McDonaldization thesis holds that McDonald's, with its efficiency, calculability, predictability, and control, is a good model for the forces of modern capitalism that structure both production and consumption. Whereas McDonaldization represents a particular collection of forces, there is a countertrend in post-industrial societies that we call eBayization.