The McDonaldization of Society

The McDonaldization of bon tonAccording to Ritzer, the Mcdonaldization of company has regulate the consumer cognise. Critically discuss. The McDonaldization of society was originally print in 1993 and has since been revised and republished s everal times. In this text Ritzer argues that a mental action of McDonaldization has taken invest in which the principles of the fast nutrition restaurant atomic number 18 coming to dominate to a salienter extent and to a greater extent sectors of Ameri depose society as soundly as the rest of the world (Ritzer, 2004, pg 1). This process has revolutionized the principles of business and change our experiences of production and consumption. Ritzers concept is establish on the work of Weber and his speculation of systematization (Weber, 1964). Weber argues that modernity is characterised by instrumental reason, with an increased tenseness on efficiency, control and the single-valued function of technology. This was initiated by a d ecline in traditional authority and the influence of charismatic leaders. The authority of grounds is based on rules and the application of science, logic and reason. These rules atomic number 18 carried out by bureaucratic structures in which groups of peoples argon organised into hierarchies, each having individual responsibilities. They must stick the rules and regulations condition by those who occupy a higher(prenominal) level in the hierarchy (Ritzer, 2004). Ritzer uses his McDonaldization model to demonstrate this rationalization process. The bureaucratic characteristics of the fast diet restaurant include a complex division of labor party in which victuals is prep atomic number 18d elsewhere and delivered frozen. A crew of labourers then be welcome a item role repeatedly, much(prenominal) as cooking provender and serving customers. For Ritzer, the fast food restaurant has come to re set out the development of rationalization in the twentieth century and its incre asing influence on everyday human interaction and personal identities.Ritzer identifies four aspects of McDonaldization, one of which is predictability and relates most closely with this essay title. This aspect of McDonaldization implies that all products and behave be regulate, that is they are identical at any time and in any place (Aldridge, 2003). To standardize means it is clean-handed from any irregularities, all the products are do to conform to one an another(prenominal). Shlosser (2001) refers to this characteristic as accord (pg. 5). This is the key to the victory of any business franchise he argues. Customers are drawn to familiar brands by an instinct to avoid the unk straightwayn. A brand offers a savor of reassurance when its products are always and everywhere the same (Schlosser, 2001, pg 5). Both Schlosser and Ritzer argue that the mastery of the fast food industry, through the production and consumption of standardized products, bring on encouraged othe r types of industry to adopt these methods of business. This has meant that identical copies of various stores are at once spread across the world, leaving smaller businesses un satisfactory to fight (Schlosser, 2001 and Ritzer, 2004). For example, Subway now has 27,000 outlets in 85 countries and Starbucks opens an average of 6 spick-and-span coffee shops per day (Ritzer, 2004). Standardization has made its roads in areas worry knowledge, healthcare, shopping, leisure and sport.It is worth concluding my introduction by outlining the other trinity characteristics of Ritzers McDonaldization opening. Then I leave alone proceed to discuss the question of whether the McDonaldization of society has standardized the consumer experience. The first dimension is efficiency the optimum method for get from one point to another (Ritzer, 2004, pg 13). By following predetermined steps, businesses john function efficiently as every stage is carried out chop-chop and easily. This idea of efficiency is promoted by businesses as beneficial to consumers, but in originality serves their business interests as customers are increasingly providing their own labour while cook uping additional charges for the privilege. Ritzer offers many examples, such as salad bars, automated teller machines and drive throughs. A a couple of(prenominal) years ago, the fast food grasp McDonalds came up with the slogan We do it all for you. In reality, at McDonalds, we do it all for them. We stand in line, take the food to the table, dispose of the waste, and mount our trays. As labour costs rise and technology develops, the consumer often does more and more of the work (Ide and Cordell referenced in Ritzer, 2004, pg 61). The second aspect is calculability, Ritzer argues that McDonaldization involves calculating, quantifying. Quality tends to obtain a surrogate for spirit (Ritzer, 2004, pg 66). Mcdonaldized products and services are quantified, tasks are make within a sure time an d products are a specialized size, numerical standards are applied to almost everything. The size of a risky Mac never changes (Aldridge, 2003). Microwaves in the home mean that meals can now be prepared in minutes, saving time for other activities. countersign broadcasts are condensed into minute snippets of information so we are not bogged surmount with detail and useless information. Ritzer argues that although an emphasis on calculability means that we can pay very little for large sizes, the quality of these seriouss are becoming ever more substandard. The final dimension of the McDonaldization paradigm is control. This involves the use of nonhuman technology to remove the uncertainties caused by human agency and to ensure that both employees and customers are pliant participants in the McDonaldizing process (Ritzer, 2004, pg 132). Employees are not need to hark back for themselves or apply human logic to their work. They must follow instructions, concern buttons on til ls and scan barcodes. The skill and potential of human actors has mother peanut in a McDonaldizing world. Our everyday interactions are now based on the use of machines. Ritzers critique of these four dimensions is discussed in his chapter on the irrationality of rationality where he acknowledges the benefits of the McDonaldization of society, such as increased variety, the availability of 24 arcminute shopping and increased speed of service. But despite the obvious benefits he argues that rationalization produces unreasonable systems in which human reason is undermined. His arguments mirror those of Marx and his parole of alienation (1844).Ritzers analysis of McDonaldiztion can be extended to many palm of consumption which commence become increasingly standardized. For example, many argue that higher education has become McDonaldized. Previously, academics who teach in higher education were able to control their methods of tenet and dictate the nature of its content. This div ersity in teaching styles and approaches has been reduced to a homogenized, product orientated system in which the school-age child is now thought of as a customer. The quality of education is now highly controlled and regulated, teaching and research is bureaucratic and rationalized to serve economic interests. recite of this can be found in the emphasis on skills and employability pose on students as well as the use of postgraduate students and other low wage teaching assistants to lead classes. Higher education institutions are labored to compete with one another for funding and rank positions for the quality of teaching and research. Students opinions are now recorded by way of variant evaluations which amount to surveys on customer satisfaction (Poynter, 2002). Lecturers and tutors are often required to develop and update new skills in technology in their teaching, this includes the use of power point and blackboard. Students also use technology in their studies in order t o prepare them for their careers and the world of business. Although there is no national course of study in place for higher education, this may change in the rising and a national standard may be put in place (Hartley, 1993). This mass production of education is uniformly to cause a decline in its quality. Ritzer argues that we have seen the ultimate step in the dehumanisation of education, the elimination of a human teacher and of human interaction amid teacher and student (Ritzer, 2004, pg 155). It is interesting that Ritzer suggests not however that university education has become McDonaldized, but that the subject of sociology has too. He discusses the McDonaldization of sociology textbooks and sociological possibleness or standardized theory (Ritzer, 1998, pg 37) but does not consider his own contribution to this phenomenon in writing the McDonaldization thesis. Many argue that his books have made social theory more palatable for students (Smart, 2006).There are many o ther examples of standardized consumer experiences. Ritzer identifies fie aspects of this standardization or predictability. Each can be think to circumstantial areas of consumption. Hotel chains are a perfect example of predictable settings the ripening of these chains has changed the way we experience hotel stays, while previously they were very respective(a) and owned by individuals who ran them in different ways and offered varying services and amenities. Now customers know what to expect from well known chains as each establishment is identical to the next (Ritzer, 2004,). The existence of individually order guesthouses and bed and breakfast is not a thing of the past as Ritzer seems to imply. These types of hotels are still hugely popular by consumers who wish for a more traditional, less standardized experience.The use of scripted interaction has created a more routinized experience for the consumer, we encounter this form of pseudo-interaction on almost a daily basis in fast food restaurants and supermarkets as well as other places. Many supermarkets require their stave to follow a number of compulsory steps when serving customers, such as great the customer, offer to pack, promote certain products, say wide-cutbye etc. Ritzer argues that consumers are subjected to inauthentic, insincere, treatment. I would argue however that although workers are required to ask certain questions, it is not as scripted as Ritzer claims, many businesses encourage their staff to engage in natural conversation with them.Ritzer highlights that employee behaviour has become set to a specific standard. Workers must dress and act in a certain way. Detailed employee manuals are often distributed containing the dos and donts of the job. Disney is a good illustration of this, Bryman (2004) discusses the emotional labour of employees working in Disney foundation position in which they must act as characters when delivering service, they are required to present the idea th at they are taking part in the fun and not simply working. They internalise the culture of Disney by using a specific vocabulary and adopting a Disneyized persona in their work.The standardized nature of products, as well as the processes involved in their production, is another aspect of Ritzers predictability theory. In McDonalds, the food is easy to prepare and pre-cut to look identical to one another. The methods of conceptualisation are the same in every restaurant, as is the packaging in which it is served. Ritzer argues that simple menus ensure predictability and uncomfortable seating (which is often in rook supply) ensures that customers eat and leave quickly. It is important to note however, that McDonalds restaurant has changed in new times, the menu has grown and now includes more healthy options and alternatives to the classic items like hamburgers and milkshakes. The decor and seating have also changed and is now much more vibrant, creating a dining experience in whi ch customers are not forced to leave quickly but relax and take their time. This is something Ritzer may have to factor into the next edition of his book. He also argues that regional and heathen distinctions are disappearing from American cooking (Ritzer, 2004, pg 99). The predictability of food in a McDonaldized society means that the food consumed in one city, is the same as any other. The standardized nature of the food served in fast food restaurants means that we can purchase the very same product in most parts of the world he argues. This can be gainsay in that there are always cultural variations in the food served in different countries, such as the meat used and sauces supplied the restaurant. unearthly and cultural beliefs have an impact on the type of food on offer. The menus are certainly not as standardized and uniform as Ritzer claims. Turner (2006) identifies this as a major criticism of Ritzer and argues that the extent and uniformity of McDonalds is not an illus tration of cultural standardization (pg 82). He goes on to cite ethnographic studies which prove that McDonaldization is not a straight forward process. similar consumer experiences also involve keenness by businesses to minimize danger and unpleasantness (pg 102). Again, Disney theme parks are a useful illustration of this as they are extremely controlled environments free from crime and disorder. Shopping malls are another good example as they protect the shopper from the dangers of the outside world and provide a relaxed, upbeat environment.Ritzer discusses and documents an extensive number of areas of consumption which are characteristically rationalized and standardized. At this point, the argument that McDonaldization of society has standardized the consumer experience is quite convincing. However, many writers have criticised Ritzers McDonaldization thesis and I would like now to outline a few of the critiques that have been put forward, some have already been mentioned. I wi ll then summarise and conclude the essay.Kellner (1999) points out firstly that Ritzer manages to cover a diverse number of areas simply because his thesis is so broad as to conceptually grasp and interpret a wealth of data (pg. 186). Kellner argues that Ritzers theory relies too heavily on Webers work on rationalization. This generates a aslope and limited optic that needs to be expanded by make headway critical horizons (pg. 187). Ritzers methods of research are also quite limiting and can be described simply as journalistic, he uses every day, observable illustrations which are easy to relate to and discuss. Therefore he is heavily reliant on media articles to exemplify his arguments. Absent from his theory is a consideration of the prejudiced aspects of McDonaldization and the role of human agents. How do we as individuals view the McDonaldization process and how does it serve our interests? There seems to be too much focus on production, with a disregard for the diverse e xperiences and practices of consumption. Kellner suggests that cultural studies be included in the McDonaldiztion thesis. The McDonalds experience today for example, has arguably entered the post-modern realm, where McDonalds advertising has come to represent a quasi- mythical, hyper real world of Americana, family fun and good times (Kellner, 1999, pg 191). Kellner proposes that a multiperspective approach would be more valuable and the incorporation of the work of theorists such as Marx and Baudrillard would be useful.ONeill (1999) is also extremely critical of Ritzer and questions whether McDonaldization is a sufficient theory to inform the changes to our experiences of consumption in recent times. He describes Ritzers books as theory burgers only suitable for the lay population (ONeill, 1999, pg 53).he concludes his chapter with the statement only you can obstruct teaching/reading Ritzer (pg. 55).To conclude, Ritzer has claimed that the fast food restaurant has standardized e verything related to the production and consumption of goods. From the shape and size of fries to the scripting of human interaction. This rotatory system is indicative of changes in other areas of social life today, and tag the beginning of future changes to come. Ritzer convincingly backs up his claims with an analysis of other phenomena such as education and leisure. By utilizing Webers classic work on rationalization and the iron cage of bureaucracy (1964) Ritzer applies and extends it to present day experiences of production and consumption. It is likely reasonable to say that the McDonaldization of society has standardized the consumer experience. But with his overly demoralized analysis, Ritzer fails to offer any insight into the deeper social and cultural reasons and ramifications for this process. His theory is overly descriptive and presents a simplistic view of contemporary consumer culture. What is needed is, as Kellner argues, a theory which offers more than a one d imensional perspective and takes into account the subjective experiences and symbolic value of our practices.BibliographyAldridge, A (2003) Consumption. Cambridge Polity Press.Bryman, A (2004) The Disneyization of society. capital of the United Kingdom Sage.Hartley, D (1995) The McDonaldization of higher education Food for thought? Oxford look backward of education. Vol. 21. Pp. 409-423. Published by Taylor and Francis Ltd.Kellner, D (1999) Theorizing/resisting McDonaldization A multiperspective approach. In Smart, B ed Resisting McDonaldization. London Sage.Marx, K (1844) The economic and philosophical manuscripts. New York International publishers.ONeill, J (1999) restrain you had your theory today? In Smart, B ed Resisting McDonaldization. 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