McDonaldization of Society McDonaldization is defined as "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."
Slide 3
It is seen as a wide-ranging process affecting many sectors of
society (e.g. religion, education, and criminal justice). It is
seen as a wide-ranging process affecting many sectors of society
(e.g. religion, education, and criminal justice).
Slide 4
Over half of McDonald's restaurants are outside the United
States (in the mid 1980s,only 25% of McDonald's were outside the
United States). Other nations have developed their own variants on
the McDonald's chain. Canada has a chain of coffee shops called Tim
Hortons (merged with Wendy's in 1995), with 2,711 outlets (336 in
the United States). Over half of McDonald's restaurants are outside
the United States (in the mid 1980s,only 25% of McDonald's were
outside the United States). Other nations have developed their own
variants on the McDonald's chain. Canada has a chain of coffee
shops called Tim Hortons (merged with Wendy's in 1995), with 2,711
outlets (336 in the United States).
Slide 5
Calculability emphasizes the quantitative aspects of products
sold (portion size, cost) and services offered (the time it takes
to get the product). In McDonaldized systems, quantity has become
equivalent to quality; a lot of something, or the quick delivery of
it, means it must be good. "I'm going to eat too much, but I'm
never going to pay too much." Calculability emphasizes the
quantitative aspects of products sold (portion size, cost) and
services offered (the time it takes to get the product). In
McDonaldized systems, quantity has become equivalent to quality; a
lot of something, or the quick delivery of it, means it must be
good. "I'm going to eat too much, but I'm never going to pay too
much." Dimensions of McDonaldization
Slide 6
One important element of the success of McDonalds is
efficiency, or the optimum method for getting from one point to
another. Workers in McDonaldized systems function efficiently by
following the steps in a predesigned process. The best available
way to get from being hungry to being full. One important element
of the success of McDonalds is efficiency, or the optimum method
for getting from one point to another. Workers in McDonaldized
systems function efficiently by following the steps in a
predesigned process. The best available way to get from being
hungry to being full.
Slide 7
McDonald's also offers predictability, the assurance that
products and services will be the same over time and in all
locales. The Egg McMuffin in New York will be, for all intents and
purposes, identical to those in Chicago, Los Angeles, and
Guam.
Slide 8
McDonald's model offer similar efficiency in exercising, losing
weight, lubricating cars, getting new glasses or contacts, or
completing income tax forms.
Slide 9
The fourth element in the success of McDonald's, control, is
exerted over the people who enter the world of McDonald's. Lines,
limited menus, few options, and uncomfortable seats all lead diners
to do what management wishes them to do - eat quickly and leave.
Drive-through (in some cases, walk- through) window invites diners
to leave before they eat. The fourth element in the success of
McDonald's, control, is exerted over the people who enter the world
of McDonald's. Lines, limited menus, few options, and uncomfortable
seats all lead diners to do what management wishes them to do - eat
quickly and leave. Drive-through (in some cases, walk- through)
window invites diners to leave before they eat.
Slide 10
George Ritzers Analogy of McDonaldization Control of humans,
both workers and consumers, by use of technology: strict training,
narrow tasks, close supervision limited menu of choices, few
options, and controlled environment remove or distance humans from
the process entirely
Slide 11
Advantages of McDonaldization McDonaldized systems offer
comfort and stability in a rapidly changing world Easy to compare
competing products which empowers the consumer Some things benefit
from closely regulated and controlled system (like weight loss)
People are likely to be treated similarly Innovation diffuses more
rapidly Popular things move from culture to culture rapidly
McDonaldized systems offer comfort and stability in a rapidly
changing world Easy to compare competing products which empowers
the consumer Some things benefit from closely regulated and
controlled system (like weight loss) People are likely to be
treated similarly Innovation diffuses more rapidly Popular things
move from culture to culture rapidly
Slide 12
Advantages of McDonaldization Wider range of good and services
available to more people in more places Able to get what you want
instantly and conveniently Goods and services are far more uniform
and consistent Far more economical People have less time efficiency
helps Wider range of good and services available to more people in
more places Able to get what you want instantly and conveniently
Goods and services are far more uniform and consistent Far more
economical People have less time efficiency helps
Slide 13
McDonalds: "ultimate icon of Americana." And now
McDonaldization is coming full circle. Other countries with their
own McDonaldized institutions have begun to export them to the
United States. The Body Shop Bath and Body Works followed
McDonalds: "ultimate icon of Americana." And now McDonaldization is
coming full circle. Other countries with their own McDonaldized
institutions have begun to export them to the United States. The
Body Shop Bath and Body Works followed
Slide 14
Malcom Waters Must globalization be understood as force of
homogenization? Can we assume that McDonaldization only has
homogenizing effects? Must globalization be understood as force of
homogenization? Can we assume that McDonaldization only has
homogenizing effects?
Slide 15
There is a single globalization localization process in which
local sensibilities are aroused and exacerbated in fundamentalist
forms by such modernizing flows as McDonaldization. The emerging
global culture is likely to exhibit a rich level of diversity that
arises out of this intersection. There is a single globalization
localization process in which local sensibilities are aroused and
exacerbated in fundamentalist forms by such modernizing flows as
McDonaldization. The emerging global culture is likely to exhibit a
rich level of diversity that arises out of this intersection.