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Efficiency

  • The dictionary definition

- "...choosing the optimum means to a given end (p. 36)".

  • McDonaldization Definition

- Efficiency is forced upon individuals in society. This occurs at such great levels that customers become consumer workers and are forced to accept these institutional systems.

  • Salad Bars
  • ATM

  • Ritzer's claim is that this leads to a sheep like acceptance of institutional efficiency. When in reality what is efficient for employer and consumer do not always overlap.

Globalization, Conflict Theory and Social Change

Conflict Theory

Globalization

Deskilling - This is the process by tasks are reduced to simple focused repetitive assignments. Creates cheaply trained and easily replaced human workers

  • Effects
  • Unionization
  • Outsourcing
  • Replacement Ability
  • Shift in Power
  • Accepting the things = Accepting the Culture

  • Predictability even abroad

- Mcdonalds in Paris

  • Huge International Corporations

- McDonalds is Brazil's Largest Employer

  • Migrant Workers

Social Change

  • Seen in Globalization

- Accepting the things = Accepting the Culture

- Seen in Saudi Arabia

- Seen in Paris

  • Seen in Conflict Theory

- Huge International Corporations

- Deskilled Workers

- Migrant Workers

Consequences

McDonaldization

Examples of Consequences

Irrationality of Rationalization

A major part of Ritzer's focus is seen in his analysis of "human technology." He depicts the substitution of machine for human tasks as part of a trend. This trend is the reduction of tasks so as to affect greater control over employees.

  • Jobs are less challenging and more specialized.

  • McDonalds in Paris

  • Consumer Woker

"Irrationality means that rational systems are unreasonable systems. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them." (Ritzer 1994:154)

McDonaldization of Society

What is McDonaldization

By Robert Kansao

Good or Bad

  • McDonaldization can be defined as the process by which the principles of McDonalds, or any fast food restaurant, come to dominate other sections of American and Global societies.

  • Principals of:

- Efficiency

- Calculability

- Predictability

- Control

  • Efficiency

- Good

- Bad

  • Calculability

- Good

- Bad

  • Predictability

- Good

- Bad

  • Control

- Good

- Bad

Seen in Globalization

- Accepting the things = Accepting the Culture

- Seen in Saudi Arabia

- Seen in Paris

Seen in Conflict Theory

- Huge International Corporations

- Deskilled Workers

- Migrant Workers

irrationality means that rational systems are unreasonable systems. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them." (Ritzer 1994:154)

Principals Cont.

Principals of McDonaldization

Efficiency

Control

Control

  • " [people are] the great source of uncertainty, unpredictability and inefficiency in any rationalizing system...(page 101)".

  • Employers seek control, through increased mechanization

  • Employers maintain tight control over process of "rationalization"

  • Ritzer focuses on Employee control

- Control through the substitution of non-human for human technology.

- By encouraging tasks that involve little thought from enabling employers to maintain a tighter control over them.

Calculability

Calculability

  • McDonaldization View

- Supersize me

- The Double Big-Mac

- The Whooper

  • Bigger is Better
  • Faster is Better
  • Equates measurable qualities as better
  • More of a product = better product
  • Faster = better

Predictability

  • "...emphasizes such things as discipline, order, systemization, formalization, routine, consistency, and methodical operation. In such a society, people prefer to know what to expect in most settings and at most times (page 79)."
  • This has two effects

- It makes the experience of the consumer the same at every location of a McDonaldized company.

- It also makes the work routine for the employees of that company.

Predictability

McDonaldization of Society

By Robert Kansao

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