TheMcDonaldizationofSociety
IntotheDigitalAge
NinthEdition
GeorgeRitzer
UniversityofMaryland
LosAngeles
London
NewDelhi
Singapore
WashingtonDC
Melbourne
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Names:Ritzer,George,author
Title:TheMcDonaldizationofsociety/GeorgeRitzer,UniversityofMaryland.
Description:Ninthedition |ThousandOaks,California:SAGE,[2019]|Includesbibliographicalreferencesandindex
Identifiers:LCCN2017040207|ISBN9781506348551(pbk :alk paper)
Subjects:LCSH:Socialstructure |Socialstructure UnitedStates |UnitedStates Socialconditions 1980-|Management Socialaspects UnitedStates |Fastfoodrestaurants Socialaspects UnitedStates |Rationalization(Psychology)
Classification:LCCHM706 R582019|DDC3060973/09048 dc23LCrecordavailableathttps://lccnlocgov/2017040207
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5 Chapter4PredictabilityandControl:Consumers2
6 Chapter5EfficiencyandCalculability:McJobsandOtherMcDonaldizedOccupations1
7. Chapter6PredictabilityandControl:McJobsandOtherMcDonaldizedOccupations2
8 Chapter7TheIrrationalityofRationality:TrafficJamsonThose“HappyTrails”
DetailedContents
Preface
Chapter1Introduction
McDonaldization:TheBasicPrinciples
Efficiency
Calculability
Predictability
Control
TheAdvantagesofMcDonaldization
ACritiqueofMcDonaldization:TheIrrationalityofRationality
McDonald’s:Creatingthe“Fast-FoodFactory”
McDonald’sandOtherBrick-and-MortarConsumptionSites
TheLongArmofMcDonald’s
McDonald’sasanAmericanandaGlobalIcon
ALookAhead
Chapter2McDonaldizationPastandPresent
ThinkingAbouttheBrick-and-Mortar“Solids,”Digital“Liquids,”andtheAugmentedRealityof “Bricks-and-Clicks”
AugmentedReality
TheChangingNatureofWork
KeyPredecessors
TheHolocaust:TheConcentrationCampandMass-ProducedDeath ScientificManagement:FindingtheOneBestWay
TheAssembly-Line:TurningWorkersIntoRobots
Levittown:PuttingUpHouses “Boom,Boom,Boom”
TheRise(andFall)ofBrick-and-MortarShoppingMalls McDonaldizationandConsumptionToday
Is“McDonaldization”StilltheBestLabel?
ComparingMcDonald’s,Wal-Mart,andAmazon
InConsumption
InDegreeofMcDonaldization
DigitalMcDonaldization
Chapter3EfficiencyandCalculability:Consumers1
Efficiency:Drive-ThroughsandFingerFoods StreamliningtheProcess
TheFast-FoodIndustry:SpeedingtheWayFromSecretiontoExcretion HomeCooking(andRelatedPhenomena):“IDon’tHaveTimetoCook”
Shopping:CreatingEverMoreEfficientSellingMachines
HigherEducation:MultitaskinginMcUniversity HealthCare:Docs-in-a-Box
Entertainment:MovingPeople(andTrash)Efficiently InternetConsumptionSitesandStreamlining
Uberization:It’sallAboutEfficiency
OnlineDating:ShowYourInterestWithJusta“Wink” SimplifyingtheProduct PuttingCustomerstoWork
Fast-FoodRestaurants:DoingItAllforThem
OtherBrick-and-MortarSites:WorkingWhileConsuming InternetConsumptionSitesandtheWorkingConsumer:ReachingUnprecedented Heights
Calculability:BigMacs,Algorithms,andBigData
EmphasizingQuantityRatherThanQualityofProducts
TheFast-FoodIndustry:Of“BigBites”and“SuperBigGulps”
HigherEducation:GradesandScores
InternetConsumptionSites:OfBigDataandtheAlgorithmsUsedtoAnalyzeThem QuantificationonAugmentedSites
User-ConsumableData
Chapter4PredictabilityandControl:Consumers2
Predictability:ItNeverRainsonThoseLittleHousesontheHillside PredictableConsumptionSettings
MotelChains:“MagicFingers”butNoNormanBates
TheFast-FoodIndustry:ThankGodforThoseGoldenArches OtherBrick-and-MortarSettings:E.T.Can’tFindHisHome PredictableOnlineConsumptionSettings:TheyLookandOperateMuchtheSame PredictableProductsandProcesses
TheFast-FoodIndustry:EventhePicklesAreStandardized Entertainment:WelcometoMcMovieworld MinimizingDangerandUnpleasantness
Brick-and-MortarSettings:Antiseptic,Climate-Controlled,PlasticWorlds OnlineSettings:TheDangerIsRarelyPhysical Control:HumanandNonhumanRobots
ControllingConsumers
TheFast-FoodIndustry:GettheHellOutofThere OtherBrick-and-MortarSettings:It’sLikeBootCamp ControlinOnlineSettings:Amazon’sIncreasingPowerandtheDrivetoLimitNet Neutrality
BirthandDeath:TheUltimateExamplesofControl
ControllingConception:EvenGrannyCanConceive
ControllingPregnancy:ChoosingtheIdealBaby ControllingChildbirth:BirthasPathology
ControllingtheProcessofDying:DesignerDeaths
Chapter5EfficiencyandCalculability:McJobsandOtherMcDonaldizedOccupations1 McJobsandtheDimensionsofMcDonaldization Efficiency:It’saFetish
TheFast-FoodIndustry:“BurgerDressers”and“FactoryStores” Academia:Machine-GradingandOtherEfficiencies Medicine:OntheMedicalAssembly-Line
WorkEfficiencyonDigitalSites:It’sLikeWorkinginanOven Calculability:ZealforSpeed
ReducingProductionandServicetoNumbers
TheFast-FoodIndustry:Hustle,andaPrecookedHamburgerMeasuresExactly 3875Inches
TheWorkplace:APennytheSizeofaCart-Wheel Academia:RatingsandRanking
HealthCare:PatientsasDollarSigns
Sports:NadiaComaneciScoredExactly79275Points Politics:ThereWereNoSoundBitesintheLincoln-DouglasDebate
TheDigital:TheExtremeofCalculability
Chapter6PredictabilityandControl:McJobsandOtherMcDonaldizedOccupations2 Predictability:ScriptingandControllingEmployees
TheFast-FoodIndustry:“Howdy,Pardner”and“HappyTrails” OtherBrick-and-MortarSettings:ScriptedJokesandThatDisneyLook TheAssembly-Line:CarsMoreUniformThanThoseProducedbyCraftspeople Sports:There’sEvenaMcStables
PredictabilityOnline:NotTakingNoforanAnswer Control:EvenPilotsAren’tinControl ControllingEmployees
TheWorkplace:DoasISay,NotasIDo
TheFast-FoodIndustry:FromHumantoMechanicalRobots Education:McChildCareCenters
HealthCare:Who’sDecidingOurFate?
Phoneheads,OnlineChats,andDe-SkilledPilots:It’sLikeBeinginPrison DigitalSettings:MoreEliminationThanControl ControllingtheProcessandtheProduct FoodProduction:ItCooksItself
FoodProduction:OfSeaFarmsandFactoryFarms ControlofProcessandProductsonDigitalSites:NotReallytheMostChosen Chapter7TheIrrationalityofRationality:TrafficJamsonThose“HappyTrails”
Inefficiency:LongLinesattheCheckout
HighCost:BetterOffatHome
FalseFriendliness:“Hi,George”andEmojis
Disenchantment:Where’stheMagic?
HealthandEnvironmentalHazards:ADay’sCaloriesinOneFast-FoodMeal
Homogenization:It’sNoDifferentinParis
Dehumanization:GettingHosedat“Troff‘n’Brew” Fast-FoodRestaurants:LikeEatingFromaPigTrough Family:TheKitchenasFillingStation
HigherEducation:McLectures,McColleges,andMOOCs
HealthCare:You’reJustaNumber
DehumanizedDeath:DyingAmidstMachinesandStrangers
TheIrrationalitiesofMcJobs:JustHandtheBagOut
DigitalSites:DehumanizationandOtherIrrationalities
DealingWithIrrationality:OfVelvet,Rubber,orIronCages?
Conclusion
Notes
Bibliography
Index
AbouttheAuthor
Preface
ThisnintheditionofTheMcDonaldizationofSocietyisinmanywaysthemostimportantanddramaticofall therevisions WhiletheprocessofMcDonaldizationis,ifanything,strongerthanever,itscenterhasshifted dramaticallyoverthelastseveraldecades.Thatnewrealityisaccordedasignificantplaceinthisanalysis.For thatreason andothers asubstantialreorientationofthisbookisneeded
Fromitsinceptionintheearly1950s,andforseveraldecadesbeyondthat,theheartoftheMcDonaldization processlayinbrick-and-mortarstructuresdevotedtoconsumption(mostnotably,ofcourse,thefast-food restaurant).However,itscenterhasincreasinglymovedtothedigitalworld,especiallyitsconsumptionsites (mostimportantly,Amazoncom) Whilefortheforeseeablefuturethevastmajorityofconsumptionwill continuetotakeplaceinbrick-and-mortarstructures,anever-increasingamountofitwilloccuronline. However,therearelimitstotheonlineexpansionofconsumption.Forexample,wearealongwayfrombeing abletodownloadhamburgersorpizzafromtheInternet
WhiletherearelimitstoconsumptionontheInternet,thereisnolimittotheMcDonaldizationof consumption andvirtuallyeverythingelse online.ThedigitalnatureofsitesontheInternethasmadeitfar easiertoMcDonaldizethemthanthoseinthebrick-and-mortarworld
MyfirstessayonMcDonaldizationappearedin1983,1 whilethefirsteditionofthisbookwaspublished almostadecadelaterin1992 TheInternetwasoflittlepublicimportanceinthedecadeorsobetweenthose twopublications.Theworldwidewebaccessibletothegeneralpublicdidnotcomeintoexistenceuntillate 1991.MyoriginalworkonMcDonaldizationwasdoneintheeraofthehegemonyofbrick-and-mortar structures Whilethevastmajorityofconsumptioncontinuestotakeplacethere,theheightof McDonaldizationisnowtobefoundonline.
However,itisimportanttonotethatacleardistinctionbetweenbrick-and-mortaranddigitalsites,ifitever existed,isnowerodingrapidlyastheyincreasinglyaugmentoneanotherinawidevarietyofways For example,thelargelydigitalAmazonhasrecentlypurchasedtheWholeFoodschainofsupermarketsandithas openeditsownbrick-and-mortarbookstoresandconveniencestores.Foritspart,themainlybrick-andmortarWal-Martisstrivingtobecomeamorepowerfulforceonline Thedigitalworldisimportantbothon itsown,aswellasinthewaysinwhichitinterpenetrateswiththematerialworld Inotherwords,wenowlive inaworldincreasinglydominatedby“bricks-and-clicks”(or,“atoms-and-bits”).
Aswemoveincreasinglyintothedigitalage,itistemptingtoconsiderdiscardingtheconceptof McDonaldizationbecauseithasitsroots,andisstillsoclearlyembedded,inthebrick-and-mortarworld However,thefactisthat,aswillbedemonstratedthroughoutthisbook,theconceptappliesatleastaswellto thedigitalworld ArguablyAmazoncom aswellasmostotherlargelyonlinesites isfarmore McDonaldizedthanMcDonald’sitself ThereisanevenbetterfitbetweentheconceptofMcDonaldization andthe“bricks-and-clicks”world.
Take,forexample,oneofthekeydimensionsofMcDonaldization,calculability,oranemphasisonthat whichcanbequantified WhileMcDonald’sclearlyfocusesoncalculabilityinmanyways(BigMacs,billions sold,valuemeals,etc.),ithasclearlybeenoutdoneinemphasizingthatwhichcanbequantifiedbyInternet sites(e.g.,Amazon’smanyratingsandrankings),especiallyintheirabilitytocollectandutilize“bigdata.”We canbesaidtobelivingatthedawnoftheeraof“datafication” thetransformationofmoreandmore informationofallkindsintoquantifiabledata.Morespecificallyandfocusingonself-trackingdevicessuchas FitbitandJawboneUp,DeborahLuptonarguesthatwehaveevenbeenabletoquantifytheseemingly subjectiveself.2 Thereisevenawebsite quantifiedself.com whosemottois“self-knowledgethrough numbers”Whilebrick-and-mortarbusinesseslikeMcDonald’shavealsomovedintotheworldofbigdatain manydifferentways,suchdataarenotascentraltoitastheyareinthelargelydigitalworld Inotherwords, bigdataplaysafarbiggerroleinthefunctioningofAmazon.com(andmuchmoreofitiscollectedand accumulatedthere)thanitdoesinMcDonald’soperations
BigdataisevenmoreimportanttoAmazon’snewbookshops,whichareshapedbythebigdatafromits website.Inaddition,thebookshopsarecollectingdataoftheirownthatwillaugment,andimprove,the onlinedata
WhilemanyotherexamplesoftheexplosionofMcDonaldizationontheInternet(andintheintegratedworld ofbricks-and-clicks)willbepresentedthroughoutthisedition,onemoreexampleisofferedhere.Fromthe beginning,IhavearguedthatoneofthereasonsforMcDonald’ssuccess,especiallyitsfargreaterefficiency thanitspredecessorsintherestaurantbusiness,isin“puttingitscustomers”toworkinmanydifferentways (servingas,ineffect,theirownwaiters,buspersons,anddisposersoftrash) Thisideahasinformedmuchof myworkforthelastdecadeonthe“prosumer,”oronewhomoreorlesssimultaneouslyproducesand consumes.3 Clearly,McDonald’scustomersareprosumers,morespecifically“workingconsumers,”because theybothproduceandconsumeinthecourseofavisittoMcDonald’s Incomparisontobrick-and-mortarsettings,theabilityofdigitalsettingstoturnconsumersintoprosumersis almostunlimited.Inmostcasesitisalmostimpossiblenottobeaprosumerinthedigitalworld.While technologydoesagreatdealoftheonlineworkfortheprosumer,itisdifficult,ifnotimpossible,togetany helpfromhumanemployeesonline Theyarelargelynonexistentortheyhavebeenpurposelymadedifficult, ifnotimpossible,tocontact.Asaresult,consumersarelargelyontheirownontheInternettoprosume to “produce”thatwhichtheyareinterestedinconsuming Whilethismightwellbeseenasinefficientfromthe perspectiveoftheconsumer,itishighlyefficientfromthepointofviewofonlinesites,whichareableto greatlyreducethenumberofpaidemployeesandincreaseprofits,aswellascapital,forshareholders.Afterall, muchoftheworkisdonebyunpaidprosumersratherthanpaidemployees Amongotherthings,thismeans thatthesesitescandomuchmore(eg,sellmoreofvirtuallyeverythingonAmazoncom)withfarfewerpaid employees.Amazon.comdoesfarmorebusinessthanMcDonald’s,butitdoessowithfeweremployees.WalMart,whilestillalargelybrick-and-mortarbusiness,dwarfsevenAmazonintheamountofbusinessdone, buttodosoitemploysaninfinitelygreaternumberofworkers
Itshouldalreadybeclearfromthisthatthe“McDonaldizationthesis,”4 whilestillaliveandwell,needstobe
updatedinordertotakeintoaccountthenewrealitiesofthedigitalworld,aswellasthosethatinvolvethe augmentationofthebrick-and-mortarandthedigitalinbricks-and-clicks
Beyondareorientationofthebookinthedirectiondescribedhere,anumberofothermajorchangeshave beenmadeinordertoreturntoitsoriginalfocus,inpartbyshorteningitsignificantly.Asaresult,mostofthe lasttwochaptersofthepreviouseditionhavebeenjettisoned WhileChapter8ofthepreviouseditiondealt withwaysofdealingwithMcDonaldization,thereisonlyabriefdiscussionofthattopicinthiseditionatthe endofChapter7,whichdealswiththeirrationalityofrationality.Onereasonforthisisthatitisthe irrationalitiesofMcDonaldizationthatpeopleandorganizationsmostoftenseektodealwith
Moreimportant,muchofthematerialinChapter8ofthelasteditionnowseemsdated Forexample,one hearslittlethesedaysoftheorganizationsdealtwithinthatcontext bed-and-breakfasts(B&Bs),McLibel, SlowFood,SprawlBusters,themovementfor$15anhourminimumwage,andsoforth Onedistressing conclusionisthatthey,likemuchelse,havebeenoverwhelmedbytheincreasingacceptanceandpervasiveness ofMcDonaldization.Asaresult,thediscussionofindividualcopingmechanismshasalsobeenexcised, largelybecausemoreandmorepeopleseemtoembraceMcDonaldization:toviewitasa“velvetcage”rather thanan“ironcage”Thoseinoppositiontoitareeithersmallerinnumberorlessvociferousintheircriticisms
Muchofthematerialinthelastedition’sChapter9hasalsobeencut Someofthatdealtwithglobalizationin general,aswellasmyworkontheglobalizationofnothing 5 WhileMcDonaldizationisaglobalizingprocess, andaprimeexampleoftheglobalizationofnothing,muchofthediscussionofglobalizationnowseemsto distractfromthebook’smaintheses(althoughMcDonaldizationisincreasinglyaglobalphenomenon) However,theconceptof“nothing” thatwhichiscentrallyconceived,controlled,andlackingindistinctive content willbedeployedinChapter7tohelpusbetterunderstandMcDonaldizedsystems.Similarly distractingisthelengthydiscussionofStarbuckizationiffornootherreasonthantheconclusionthatitisbut avariantonMcDonaldization Finally,ratherthanbeingrelegatedtoanafterthoughtattheendofthefinal chapterofthelastedition,thediscussionoftheInternethasnotonlybeengreatlyexpanded,butithasbeen builtintothefabricofthebookitself
Thiseditionwillendupbeingmuchshorterthanthepreviousedition Thiswillhelpsharpenitsargument andmessage.Italsowillmakeitmoreuseableforitsprimarypurposeasasecondaryreadinginawiderange ofcoursesinsociology,aswellasinthemanyotherdisciplinesinwhichthebookisused
IwouldliketothankProfessorSamuelM Claster,EdinboroUniversityofPennsylvania,forhisinsightful reviewofanearlierdraftofthiseditionofthebook Inaddition,manythankstomanyotherreviewers(see below),aswellasthepeopleatSAGEPublications,especiallymyeditorJeffLasser.Jeffhasbeenthereforme andforthisbook,aswellasforalltheotherbooksthatIhavewrittenforSAGEinrecentyears Heisasavvy publisherandmoreimportantlyasweetandgentleperson Asaresult,heisajoytoworkwith Inthe backgroundisthevicepresidentofSAGE,MicheleSordi.WhileIdon’toftenhavetheneedtoaskforit,itis nicetoknowthatherhelpandsupportaretherewheneverImightneedit
McDonaldization:TheBasicPrinciples
WhyhasMcDonald’sproventobesosuccessfulandpowerful?EatingfastfoodatMcDonald’shascertainly becomea“sign”5 formanythat,amongotherthings,theyareintunewiththecontemporarylifestyle.Thereis alsoakindofmagicorenchantmentassociatedwithsuchfoodanditssettings Thefocushereisonthefour principles efficiency,calculability,predictability,andcontrol6 thatlieattheheartofthesuccessof McDonald’sand,moregenerally,ofallMcDonaldizedsystems Inshort,McDonald’sandother McDonaldizedsystemshavesucceededbecausetheyofferconsumers,workers,andmanagerstheadvantages of,andassociatedwith,theseprinciples.Chapters3through6willbedevotedtothesedimensionsof McDonaldization,buttheyneedtobeintroducedatthispoint
Efficiency
OneimportantelementinthesuccessofMcDonaldizedsystemsistheirefficiency,orfindingandusingthe optimummethodforgettingfromonepointtoanother 7 Forconsumers,McDonald’s(itsdrive-throughisa particularlygoodexample)offersthebestavailablewaytogetfrombeinghungrytobeingfull.Thefast-food modeloffers,oratleastappearstooffer,anefficientmethodforsatisfyingmanyotherneedsaswell.Other businessesfashionedontheMcDonald’smodeloffersimilarefficiencytotheirconsumersin,forexample, exercising,losingweight,lubricatingcars,gettingnewglassesorcontacts,completingincometaxforms, makinganonlinepurchase,orusingaride-hailingservice.Liketheircustomers,workersinMcDonaldized systemsfunctionefficientlybyfollowingthestepsinapredesigned,oftenwell-choreographed,8 process.
Calculability
Calculabilityemphasizesthequantitativeaspectsofproductssold(portionsize,price)andservicesoffered(the timeittakestogettheproduct) InMcDonaldizedsystems,quantityhasbecomeequivalenttoquality;alotof something,orthequickdeliveryofit,meansitmustbegood.“Asaculture,wetendtobelievedeeplythatin general‘biggerisbetter’”9 Peoplecanquantifythingsandfeelthattheyaregettingalotoffoodforwhat appearstobeanominalsumofmoney ThisisbestexemplifiedbytheMcDonald’s“DollarMenu”10 and morerecentlybythe$2“McPick”(twosandwichesfor$2).InaDenny’sad,amansays,“I’mgoingtoeattoo much,butI’mnevergoingtopaytoomuch.”11 Thiscalculationdoesnottakeintoaccountanimportant point,however:Theprofitabilityoffast-foodchainsindicatesthattheowners,nottheconsumers,getthe betterofthedeal
ConsumersalsocalculatehowmuchtimeitwilltaketodrivetoMcDonald’s,beservedthefood,eatit,and returnhome;theythencomparethatintervaltothetimerequiredtopreparefoodathome.Theyoften conclude,rightlyorwrongly,thatatriptothefast-foodrestaurantwilltakelesstimethaneatingathome ThissortofcalculationisespeciallyimportanttohomedeliveryfranchisessuchasDomino’sandPapaJohn’s, aswellastootherchainsthatemphasizesavingtime.Anotableexampleoftimesavingsinanothersortof chainisLensCrafters,whichhaspromiseditscustomers“Glassesfast,glassesinonehour”H&M(and
similarclothingchains)isknownforits“fastfashion”
SomeMcDonaldizedinstitutionscombinetheemphasesontimeandmoney Domino’shaspromisedpizza deliveryinhalfanhour,orthepizzaisfree PizzaHuthasclaimedthatitwillserveapersonalpanpizzain fiveminutes,orit,too,willbefree.
WorkersinMcDonaldizedsystemsalsoemphasizethequantitativeratherthanthequalitativeaspectsoftheir work Becausethequalityoftheworkisallowedtovarylittle,workersfocusonhowquicklytaskscanbe accomplished.Inasituationanalogoustothatofcustomers,workersareexpectedtodoalotofwork,very quickly,forlowpay
AswillbediscussedinChapter3,calculabilityhasbecomeinfinitelymoreimportantintheeraofthe computerizedcollectionofmassiveamountsofdata(“bigdata”)andtheautomatedminingandanalysisof thatdatausingappliedmathematics,especiallysophisticatedalgorithms,inordertouncoverhiddenpatterns. Thesedataareespeciallyimportantwithreferencetodigitalsites(eg,Facebook,Amazon),manyofwhich arehighlyMcDonaldized Giventheescalatingimportanceofthesesitesandthebigdataassociatedwith them,wecanbesaidtoliveinanincreasingly“computationalculture”12
Predictability
McDonald’salsoofferspredictability,theassurancethatproductsandserviceswillbemuchthesameovertime andinalllocales.EggMcMuffinsinNewYorkwillbevirtuallyidenticaltothoseinChicagoandLos Angeles Also,thoseeatennextweekornextyearwillbeaboutthesameasthoseeatentoday Customerstake greatcomfortinknowingthatMcDonald’soffersnosurprises.TheyknowthatthenextEggMcMuffinthey eatwillnotbeawful,butitwillnotbeexceptionallydelicious,either.ThesuccessoftheMcDonald’smodel suggeststhatmanypeoplehavecometopreferaworldinwhichtherearefewsurprises “Thisisstrange,” notesaBritishobserver,“considering[McDonald’sis]theproductofaculturewhichhonoursindividualism aboveall”13
TheworkersinMcDonaldizedsystemsalsobehaveinpredictableways.Theyfollowcorporaterules,the dictatesoftheirmanagers,andthedemandsofthesystemswithwhich andinwhich theywork(eg, tendingtoautomatedFrenchfrymachines) Inmanycases,whattheydo,andevenwhattheysay(theyare oftenscripted;seeChapter4),ishighlypredictable.
Control
ThefourthelementinthesuccessofMcDonald’s,control, 14 isexertedoverthecustomerswhoenter McDonald’s.Lines,limitedmenus,fewoptions,anduncomfortableseatsallleaddinerstodowhat managementwishesthemtodo eatquicklyandleave Furthermore,thedrive-throughwindowinvites dinerstoleavebeforetheyeat IntheDomino’smodel,customersincreasinglyneverenterinthefirstplaceas theyorderonlineandawaithomedelivery.
ThosewhoworkinMcDonaldizedorganizationsarealsocontrolledtoahighdegree,andusuallymore
blatantlyanddirectlythancustomers Theyaretrainedtodoalimitednumberoftasksinpreciselytheway theyaretoldtodothem Thiscontrolisreinforcedbythetechnologiesusedandthewaytheorganizationis setuptobolsterthiscontrol.Managersandinspectorsmakesurethatworkerstoetheline.
ThisdiscussionleadstotheneedtoofferanexpandeddefinitionofMcDonaldizationincorporatingthefour dimensionsdiscussedabove:
McDonaldizationistheprocessbywhichtheprinciplesofthefast-foodrestaurant efficiency,calculability, predictabilityandcontrol arecomingtodominatemoreandmoresectorsofAmericansocietyaswellasof therestoftheworld
TheAdvantagesofMcDonaldization
McDonald’sandotherMcDonaldizedsystemshavesucceededsophenomenallyforgood,solidreasons.Most generally,McDonaldizedsystemsoffertheadvantagesassociatedwiththeirbasicprinciples efficiency, calculability,predictability,andcontrol
Manyknowledgeablepeople,suchastheeconomiccolumnistRobertSamuelson,praiseeffusivelythissystem aswellasMcDonald’sbusinessmodel(copiedbymany) Samuelsonconfessesto“openlyworship[ing] McDonald’s,”andhethinksofitas“thegreatestrestaurantchaininhistory.”15 Inaddition,McDonald’s offersmanypraiseworthyprogramsthatbenefitsociety,suchasitsRonaldMcDonaldHouses,whichpermit parentstostaywithchildrenundergoingtreatmentforseriousmedicalproblems;job-trainingprogramsfor teenagers;programstohelpkeepitsemployeesinschool;effortstohireandtrainthedisabled;theMcMasters program,aimedathiringseniorcitizens;anenviablerecordofhiringandpromotingminorities;andasocial responsibilityprogramwithgoalsofimprovingtheenvironmentandanimalwelfare 16
TheprocessofMcDonaldizationalsomovedaheaddramaticallyundoubtedlybecauseithasledtopositive changes 17 Hereareafewspecificexamplesofsuchchanges:
Awiderrangeofgoodsandservicesisavailabletoamuchlargerproportionofthepopulationthanever before.
Availabilityofgoodsandservicesdependsfarlessthanbeforeontimeorgeographiclocation;people cannowdothingsthatwereimpossiblepreviously,suchastextmessage,e-mail,arrangedatesonline, makeonlinepurchases,andparticipateinonlinesocialnetworksinthemiddleofthenightwithpeople halfwayaroundtheworld
Peopleareabletoacquirewhattheywantorneedalmostinstantaneouslyandtogetitfarmore conveniently.
Goodsandservicesareoffarmoreuniformquality;manypeopleevengetbetter-qualitygoodsand servicesthanbeforeMcDonaldization
Farmoreeconomicalalternativestohigh-priced,customizedgoodsandservicesarewidelyavailable; therefore,peoplecanaffordthings(eg,IKEAfurnitureratherthanhandmadefurniture)theycould notpreviouslyafford
Fast,efficientgoodsandservicesareavailabletoapopulationthatisworkinglongerhoursandhasfewer hourstospare
Inarapidlychanging,unfamiliar,andseeminglyhostileworld,thecomparativelystable,familiar,and safeenvironmentofaMcDonaldizedsystemofferscomfort.
Becauseofquantification,consumerscanmoreeasilycomparecompetingproducts
Certainproducts(eg,exerciseanddietprograms)aresaferinacarefullyregulatedandcontrolled system.
Peoplearemorelikelytobetreatedsimilarly,nomattertheirrace,sex,sexualorientation,orsocialclass Organizationalandtechnologicalinnovationsaremorequicklyandeasilydiffusedthroughnetworksof
identicaloperators
Onesociety’smostpopularproductsandservicesaremoreeasilydisseminatedtoothers
ACritiqueofMcDonaldization:TheIrrationalityofRationality
McDonaldizationclearlyofferspowerfuladvantages,butrationalsystemsinevitablyspawnirrationalities.The downsideofMcDonaldizationwillbedealtwithmostsystematicallyundertheheadingoftheirrationalityof rationality;infact,paradoxically,theirrationalityofrationalitycanbethoughtofasthefifthdimensionof McDonaldization.ThemajorirrationalitiesofrationalitywillbediscussedinChapter7.Theyare: inefficiency(ratherthanefficiency); highcost(eventhoughMcDonaldizedgoodsandservicesaresupposedtobeinexpensive); itsfalseness,especiallyinthewayemployeesrelatetoconsumers; disenchantment; healthandenvironmentaldangers; homogenization; dehumanization.
Criticismcan,infact,belevelledatallofthespecificelementsoftheMcDonaldizingworld Asjustone example,attheopeningofEuroDisney,aFrenchpoliticiansaidthatDisneywill“bombardFrancewith uprootedcreationsthataretoculturewhatfastfoodistogastronomy”18 McDonald’sandotherpurveyorsof thefast-foodmodelspendbillionsofdollarseachyeardetailingthebenefitsoftheirsystem.Criticsofthe system,however,havefewoutletsfortheirideas Forexample,noonesponsorscommercialsbetween Saturdaymorningcartoonswarningchildrenofthedangersassociatedwithfast-foodrestaurants
Nonetheless,alegitimatequestionmayberaisedaboutthiscritiqueofMcDonaldization:Isitanimatedbya romanticizationofthepast,animpossibledesiretoreturntoaworldthatnolongerexists?Somecriticsdo basetheircritiquesonnostalgiaforatimewhenlifewasslowerandofferedmoresurprises,whenatleastsome people(thosewhowerebetteroffeconomically)werefreer,andwhenonewasmorelikelytodealwithhuman beingsthanrobotsorcomputers 19 Althoughtheyhaveapoint,thesecriticshaveundoubtedlyexaggerated thepositiveaspectsofaworldwithoutMcDonald’s,andtheyhavecertainlytendedtoforgettheliabilities associatedwithearliereras Asanexampleofthelatter,takethefollowinganecdoteaboutavisittoapizzeria inHavana,Cuba,whichinsomerespectsisdecadesbehindtheUnitedStates:
Thepizza’snotmuchtoraveabout theyscrimpontomatosauce,andthedoughismushy.
Itwasabout7:30P.M.,andasusualtheplacewasstanding-room-only,withpeopletwodeep jostlingforastooltocomeopenandawaitinglinespillingoutontothesidewalk
ThemenuissimilarlySpartan Todrink,thereistapwater That’sit notoppings,nosoda,no beer,nocoffee,nosalt,nopepper Andnospecialorders
Averyfewpeopleareeating Mostarewaiting Fingersaredrumming,fliesarebuzzing,the
