Sociology Index

One Lakh Kindle E-Books

 

McDonaldization

McDonaldization is a reconceptualization of rationalization. McDonaldization is a term used by one of leading sociologists George Ritzer in the book The McDonaldization of Society. George Ritzer explains that McDonaldization becomes manifested when a culture adopts the characteristics of a fast-food restaurant. Most countries have adapted to this concept because of globalization. Max Weber used the model of the bureaucracy to represent the direction of this changing society and George Ritzer regarded the fast-food restaurant as having become a more representative contemporary paradigm.

The terms McWorld and Mcjob are related to George Ritzer's analysis of corporate culture in The McDonaldization of Society. The concept of McDonaldization is gaining attention in different aspects like culture. McDonaldization thesis or McDonaldization theory in cultural version is an idea of the worldwide homogenization of cultures.

McDonaldization is the way in which the principles of the fast-food restaurant are dominating sectors of American society and the rest of the world. The principles and processes of McDonaldization spread to other parts of society. When McDonald’s enters a country, consumer culture is unified and cultural hybridization occurs. The process of McDonaldization of fast food creates increasing Mcjobs (Ritzer, 1998).

George Ritzer highlighted components of McDonaldization:

Richard ("Dick") and brother Maurice ("Mac") McDonald, launched McDonald's with the ‘Speedee Service System’, in the late 1940s in San Bernardino, California.

Calculability is objective to be quantifiable rather than subjective.

McDonaldization developed the notion that quantity equals quality.

McDonaldization also means predictability, no matter where, people will receive the same service and the same product every time.

Fast-food restaurants like McDonald are designed to maximise profit, and have strived toward efficiency since their conception. McDonaldization in our society has become a norm, we must be careful not to surrender to the concept before all aspects of our lives are McDonaldized and we lose the benefits that can appear from McDonaldization.

McDonaldization In India

Neeti Kasliwal, Associate Profesor, Banasthali Vidyapith, Jaipur Campus.
McDonald's worldwide is well known for a high degree of respect for the local culture. Localization of ingredients and communication, yet cultivating an international image are some of the reasons of success of this fast food chain in India.

“Steve Jobs of Fast Food” Sends McDonald’s Stock Soaring
When investors think of innovative CEOs, they probably mention tech titans like Elon Musk, Steve Jobs, and Jeff Bezos. Maybe they need to think of burgers and fries.
Last month, McDonald’s Corp (NYSE: MCD) posted jaw-dropping second-quarter results. System-wide sales jumped eight percent year-over-year, blowing analysts’ expectations out of the water. The report sent McDonald’s stock to a record high, adding to the company’s 110% price rally over the past four years. (Source: “McDonald’s Reports Second Quarter 2019 Results,” Cision July 26, 2019.) 

McDonaldization Of Society

The main theme in Weber's analysis of modern society was the process of rationalization. A process in which traditional modes of thinking were replaced by an analysis concerned with formalized social control. Weber argued that the manifestation of this process was the bureaucracy, a formal organization characterized by a hierarchical authority structure, and division of labor. The structure they impose on human interaction and thinking furthers the process that leads to an increasingly rationalized world affecting all aspects of everyday life.

Efficiency means minimization of time. Richard and Maurice McDonald were American siblings that founded the original McDonald’s restaurant in San Bernardino, California.

Even Jeff Bezos had a Mcjob. While Jeff Bezos was in high school, he worked at McDonald's as a short-order line cook during the breakfast shift.

McJobs and Pieces of Flair: Linking McDonaldization to Alienating Work
Linda Ann Treiber, Kennesaw State University, ltreiber@kennesaw.edu
Abstract: This article offers strategies for teaching about rationality, bureaucracy, and social change using George Ritzer’s The McDonaldization of Society and its ideas about efficiency, predictability, calculability, and
control. Student learning is facilitated using a series of strategies: making the familiar strange, explaining
McDonaldization, self-investigation and discovery, and exploring and implementing alternatives. Through
assignments, class exercises, and films, students contextualize modernity and its unintended negative
consequences by viewing McDonaldization though the lenses of work and jobs. These strategies provide
a framework to help students understand key concepts, critique McDonaldization, and formulate positive
ways to cope with Weber’s iron cage.
Treiber, L. A. (2013). McJobs and pieces of flair: Linking McDonaldization to alienating work. Teaching Sociology, 41(4), 370-376.