McDonaldization :: essays research papers

sociologist George Ritzer argues that the relationship between McDonalds and our society runs even deeper. Beyond its commercial propaganda and symbolism, Ritzer says, McDonalds is a potent manifestation of the rational processes that define innovational society.Ritzer warns that the spread of such "rationalized systems" has had irrational consequences, not least of which is the " disillusion of the world," a situation in which rationality takes over, leaving no room for the mysterious, unpredictable qualities that start out us human.Ritzers scholarly work has been heavily influenced by German sociologist Max weber, who feared that bureaucracy would spread until society became a seamless web of rationalized institutions from which there would be no escape. At the time when Weber wrote, in the early twentieth century, totalitarianism was the biggest threat to individual freedom. In the 1980s, Ritzer thought to apply Webers theories about rational systems to a very different threat the proliferation of fast-food chains. When Ritzer began writing and talking about the dangers of "McDonaldization," he struck a nerve rough agreed with him, but many others rushed to defend the pop-culture institution. He went on to write a social critique on the subject, applying sociological theories to the culture in a way that lay readers would understand. The McDonaldization of Society (Pine Forge/Sage Publications) was successful enough that he wrote several follow-ups, including The McDonaldization Thesis and Enchanting a Disenchanted valet (both Sage Publications). Ritzers most recent book is Explorations in the Sociology of Consumption Fast Food, Credit Cards, and Casinos (Sage Ltd.). In addition to writing about sociology for a commonplace audience, he teaches at the University of Maryland, where he is a distinguished professor with numerous academic awards and volumes to his credit. We met for this interview on a beautiful fall day at Ritzers home in Maryland. A breeze blew outside, picking up red and yellow leaves and twirling them across the grass while we sat inside discussing the disenchantment of the world.Jensen What is "McDonaldization"?Ritzer Its the process by which the principles of the fast-food industry -- efficiency, predictability, calculability, and control through technology -- are being applied to more and more sectors of society in more and more parts of the world.Predictability An Egg McMuffin in New York will be the same as an Egg McMuffin in Chicago. Customers can expect no surprises, uncomplete pleasant nor unpleasant. Workers, too, behave in predictable ways. Those who interact with customers have actual scripts to follow.