Crystal Pinho – McDonaldization
In this reading, George Ritzer hypothesizes a conversion into a more McDonaldization society. These societies reflect the way McDonald’s are efficiently run and how its uniformity is superior to excellence and personalization. This form of rationalized thinking for life coincides with Max Weber describes in The Protestant Ethic and the Spirit of Capitalism, in the sense of how economical businesses are run.
George Ritzer speaks of a very rational society while speaking of McDonaldization. This outlook motives a purposefully obtainable systematic order to achieve one’s end goals. Ritzer offers a coherent step by step breaks down of five dimensions. The rationalized dimensions for society all coincide with our economy as workers and consumers. This results as a mean for supply and demand.
Firstly, Ritzer notes the best way to achieve an end goal is through efficiency. With the use of a metaphor, he illustrates our efficiency. The transformation of how we obtain our meals has changed for with the notion of efficiency. We’ve gone from cooking all day in the kitchen prepping our meals from scratch and the pass down recipes, to frozen TV dinners. The extremes of our eating patterns have resulted in the measure of taking out and fast food restaurants.
Then, Ritzer emphasizes the importance of predictability. Formation of patterns affects what we purchase in our daily lives. In continuous with the food method, he emphasizes the relationship we share with food and our senses of the familiar. If this meal tasted good a few months ago, it should taste equally as good tomorrow, a taste for predictability coincides with what we perceived as efficient. The notion of a predictable notion equates to a mindset of comfort and security.
Next, Ritzer disputes the need for measuring the quality of things VS. quantity. This battle offers its own challenges as it is based on personal experiences and opinion. Purchasing the best quality gives the consumer the same security as predictability. The downfall of measuring life is that all things cannot be scaled a numerate measurement, such as things like food, and employment.
Fourthly, Ritzer gives insight on the replacement of man by technology. Fast food employees will eventually be replaced by machines. The workers that remained will be given a very specific job with zero room for creativity, and no form of hands-on craftsmanship will be given.
Lastly, Ritzer simply brings clarity to the notion of the importance of having some control over various elements of their lives.
