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What is ritzers thesis of the mcdonaldization of our society

Aspects[ edit ] Ritzer highlighted four primary components of McDonaldization: Efficiency — the optimal method for accomplishing a task.

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In this context, Ritzer has a very specific meaning of "efficiency". In the example of McDonald's customers, it is the fastest way to get from being hungry to being full.

  1. We as practitioners in the information world need to have an open eye for what can be learnt from the world of the golden arches, to be wary of the pitfalls, and to be hopeful that we can make the distinction in time.
  2. The process by which these principles are coming to dominate more and more sectors of society, is perceived by Ritzer to extend to education, work, health care, travel, leisure, dieting and many more fields.
  3. McDonald's revolutionising influence on the fast-food industry not only in America, but increasingly across the globe, has led to the establishment of dozens of clones in just about every branch of the retail industry and has led to other social institutions adapting McDonald's principles to their operations.
  4. Tibbets and Bernstein 1995, p. Basing his analysis on Max Weber's theory of rationalization, What in Ritzer's view is responsible for McDonalds' revolutionizing effect, is the fact that its model offers four "alluring dimensions" to producer and consumer alike, namely efficiency, calculability, predictability and control.

Efficiency in McDonaldization means that every aspect of the organization is geared toward the minimization of time. McDonaldization developed the notion that quantity equals quality, and that a large amount of product delivered to the customer in a short amount of time is the same as a high quality product.

This allows people to quantify how much they're getting versus how much they're paying.

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Organizations want consumers to believe that they are getting a large amount of product for not a lot of money. Workers in these organizations are judged by how fast they are instead of the quality of work they do. This also applies to the workers in those organizations. Their tasks are highly repetitive, highly routine, and predictable.

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Irrationality of Rationality[ edit ] Ritzer also outlines Irrationality of Rationality as a fifth aspect of McDonaldization. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them.

  1. A pertinent example of how the influence of McDonald's is addressed in the library world, is an article by the provocative Will Manley 1981, p.
  2. McDonald's revolutionising influence on the fast-food industry not only in America, but increasingly across the globe, has led to the establishment of dozens of clones in just about every branch of the retail industry and has led to other social institutions adapting McDonald's principles to their operations. If this was all there was to it, you might have been forgiven for thinking what all the fuss is about.
  3. The way in which they routinely pass on information about new operating systems to application developers, while with holding it from competitors, seems to enhance this idea. In the world of CD- ROM there have also been a lot of discussions about a standard user interface for such applications Fletcher, 1993, p.
  4. I must point out right at the beginning that these developments are not necessarily negative ones and neither will it be treated as such.
  5. De-McDonaldization[ edit ] Many corporations have been making an effort to deny the rationalization of McDonaldization. Nevertheless, this is exactly what the process of quantification, what with grade point averages and the ranking of institutions, point at.

Like a fast-food restaurant, a bureaucracy can be a dehumanizing place in which to work and by which to be served. A further problem with the irrationality of rationality is that this can lead to inconsistencies; fast food is no longer fast, there are long lines and it is at the expense of taste. He further states that beyond dehumanization further irrationalities emerge; including the inefficient masses of red tape, over quantification leading to low quality work, unpredictability as employees grow unclear about what they are supposed to do, or the loss of control due to other things.

De-McDonaldization[ edit ] Many corporations have been making an effort to deny the rationalization of McDonaldization. Efforts are related to focusing on quality instead of quantity, enjoying the unpredictability of service and product and employing more skilled workers without any outside control. Protests have also been rising in nation-states in order to slow down the process of McDonaldization and to protect their localization and traditional value.

In fact, the more the company adjusts to local conditions the more appeal the scientific calculations of the specifically American product may be lost. At the end of the day, McDonald's is a contributing factor to globalization. Another example could be McUniversities, which features modularized curricula, delivering degrees in a fast-track pick-and-mix fashion to satisfy all tastes.

The diminished quality of these products can only be disguised by extensive advertising which constantly repackages them to look new.

  • But it is not only the employees that need to be controlled, but also the customers;
  • The dimension of control, in so far as it has not been implied by the foregoing, is attained ";;;
  • Tibbets and Bernstein 1995, p;
  • In the example of McDonald's customers, it is the fastest way to get from being hungry to being full.

Slater [8] argues that the class size, layout and pedagogy in Peru closely resemble that of America, with clear examples of Western culture focused on efficiency of transfer of knowledge in other parts of the world.

Furthermore, Slater [8] goes on to demonstrate that the McDonaldization of education could have many negative side effects; particularly that it does not promote inquiry or creativity.

Therefore, schools will become less effective at educating children as they will fail to develop creative thinkers.

Making it easier to find similar courses and content at different locations.

McDonaldization

Courses begin and end at the same time on the same predetermined days and last for a specific amount of weeks. While it is possible to create a new original MOOC every semester, it is more likely a basic structure will be created and subsequently altered each time in order to make their creation more efficient. Computer graded exams will be used more frequently than written essay exams to make it more efficient for the instructors. Yet since MOOCs limit the amount of contact between student and teacher, it will be difficult to engage the course on a deeper and more meaningful level.