Sociology Index


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), and hence one could say that the banking sector in Nigeria has been McDonaldized.

George Ritzer highlighted components of McDonaldization:

Efficiency in McDonaldization means minimization of time.

Calculability is objective to be quantifiable rather than subjective.

McDonaldization also developed the notion that quantity equals quality.

McDonaldization also means delivery to the customer in a short amount of time.

Organizations want to spread the belief that they are getting a large amount of product for less money.

Workers in these organizations are judged by how fast they are instead of the quality of work they do.

Predictability means, 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.