Ncdonalization

Far Eastern University
Soc Anthro/ MT10110/ WS 3:00-4:30
Lawas, Kathryn Shae M.                                                                                               Dec. 8, 2010
2010248131

McDonaldization of the Society

McDonaldization is a term used by sociologist George Ritzer in his book The McDonaldization of Society (1993). He explains it occurs when a culture possesses the characteristics of a fast-food restaurant. It has five concepts: the efficiency, calculability, predictability, control and the irrationality of rationality.
The efficiency is choosing of means to reach a specific end rapidly, with the least amount of cost or effort. The idea of efficiency is specific to the interests of the industry or business, but is typically advertised as a benefit to the customer. Examples are the drive-up windows, salad bars, fill your own cup, self-serve gasoline, ATM's, Voice Mail, microwave dinners and supermarkets. The interesting element here is that the customer often ends up doing the work that previously was done for them. And the customer pays for the "privilege." We end up spending more time, being forced to learn new technologies, remember more numbers, and often pay higher prices in order for the business to operate more efficiently.
The calculability involves an emphasis on things that can be calculated, counted, quantified. Quantification refers to a tendency to emphasize quantity rather than quality. This leads to a sense that quality is equal to certain, usually large quantities of things. Examples are the "Big Mac," the Whopper," "Big Gulp," Wendy's "Biggie Meals," food sold by its weight--Taco Bell's 8 ounce burrito. Another manifestation relates to time-quicker is better. "Lose weight fast," microwaving allows for "spending less time in the kitchen," and in news reporting; no details to slow you down. A further extension involves the credentialing process. Status, capability and competence are assumed to be related to the...