Question

Define and explain the term McDonaldization. Provide at least one example of how McDonalization has affected you

Answer 1

McDonaldization is a concept developed by American sociologist George Ritzer which refers to the particular kind of rationalization of production, work, and consumption that rose to prominence in the late twentieth century. The basic idea is that these elements have been adapted based on the characteristics of a fast-food restaurant—efficiency, calculability, predictability and standardization, and control—and that this adaptation has ripple effects throughout all aspects of society.

This new economic and social order is defined by four key aspects.

1. Efficiency entails a managerial focus on minimizing the time required to complete individual tasks as well as that required to complete the whole operation or process of production and distribution.
2. Calculability is a focus on quantifiable objectives (counting things) rather than subjective ones (evaluation of quality).
3. Predictability and standardization are found in repetitive and routinized production or service delivery processes and in the consistent output of products or experiences that are identical or close to it (predictability of the consumer experience).
4. Finally, control within McDonaldization is wielded by the management to ensure that workers appear and act the same on a moment-to-moment and daily basis. It also refers to the use of robots and technology to reduce or replace human employees wherever possible.

Take the example of the McDonald's chain of restaurants. Where is the irrationality? The premise of fast food often turns out to be just the opposite - long waits in lines. Fast food is not necessarily good food - in fact, McDonald's food is extremely unhealthy and the taste is average and bland. The system of efficiently producing and distributing their food has some other consequences, namely millions of tons of trash each year (disposability) and a food cultivation system of questionable ethics.