McDonaldization


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McDonaldization (of society)

the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world’ (G. Ritzer, The McDonaldization of Society, 1993). The forces behind this tendency, as described by Ritzer, are ‘efficiency’, ‘calculability’ and ‘predictability’, manifest in ‘increased control and the replacement of human by nonhuman technology’. There are contradictions in this process, not least a loss of‘quality’, which has to be counteracted by defining the new products favourably in extensive advertising. But the ‘advantages’ of McDonaldization are such that its principles have spread to many areas, including higher education. For a critique see B. Smart, Resisting McDonaldization,Sa ge, 1999.
References in periodicals archive ?
Ritzer (2011) identifies four different dimensions of the McDonaldization.
Also new is the discussion of Massive Open Online Courses (MOOCs), which threaten to accelerate and expand the McDonaldization of education.
In The McDonaldization of Society (1993) Ritzer offers a critical analysis of the impact of social structural change on human interaction and identity.
Contrary to proponents of Coca-Colonization and McDonaldization, globalization does not lead to homogenization.
Other topics previously examined in the cruise literature include: environmental sustainability of cruise tourism (Johnson, 2002), cruise ship space (Weaver, 2005a; Wood, 2004; Yarnal & Kerstetter, 2005), McDonaldization of the cruise industry (Weaver, 2005b), tourist bubble (Jaakson, 2004), and safety assessment of cruise ships (Lois et al.
To elaborate with a popular illustration, I drink your Coca Cola and eat McDonalds, and the denounce it as an imperialist cococolization and mcdonaldization of me.
Disneyization seeks to create variety and difference, where McDonaldization wreaks likeness and similarity" (p.
The McDonaldization of Higher Education edited by Dennis Hayes and Robin Wynyard.
Critics of globalization worry about the Disneyfication or McDonaldization of culture, of standardization replacing "authentic" traditions.
Dixon's book makes an informative and valuable contribution to food sociology, especially its attempt to bridge the production/consumption divide, though I would have preferred to see some engagement with Ritzer's work on consumption and McDonaldization.
In the body of theory arising from the McDonaldization thesis, fast food is linked to a cultural formation that is in turn tied to post-Second World War 'welfare statism' and mass-industrialization.
For those on the margins, McDonaldization and casualization (Ritzer, 1993) have transformed the kinds of opportunities available; traditional bases of masculinity in working-class communities have been eroded (some may argue for the better, others point to the uncertainties that follow; Campbell, 1993; Jefferson, 1997); and the gap between benefit entitlements and realistic standards of living in a consumer-oriented society is widening, with quite obvious implications in terms of the relative deprivation thesis (Runciman, 1966; Young, 1999).

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