Sociology Index

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 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.

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.
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