McDonaldization in a Changing World Are there any limits?

McDonaldization and Globalization McDonaldization is a key driving force in globalization Ritzer identifies three key factors to McDonaldization’s success: –Profits –We value it –It fits our world

Higher Profits and Lower Costs Greater predictability provides the climate needed for a profitability Even non-profits push for McDonaldization to lower costs so they can survive and maybe even expand services –Motivation is not profit, rather helping clients

McDonaldization for its Own Sake We have come to value efficiency, calculability, predictability, and control even if there are no economic gains It is valued in of itself Part of a now rich American tradition McDonalds has generated emotional attachment –Birthdays, Celebrations, Play Land and marketing/advertisements

McDonaldization and the Changing Society Were on the move, and McDonald’s fits our busy lifestyle Working more hours now than ever Increasing affluence leads to more meals out Influence of marketing Ubiquitous saturation of market The computer makes McDonaldization possible and now is subject to McDonaldization (AOL)

Major Social Changes: The “Posts” Post-Industrialism –Shift from producing goods to producing services –More integration in organizations – less hierarchy –Creativity is more valued –More customized work, less standardized –Less uniform products

Major Social Changes: The “Posts” Post-Fordism –Fordism refers to the assembly line, mass- produced, standardized products and work that describe an economy –Post-Fordism sees society have less interested in such products and work –McDonaldization is closely related to Fordism

Major Social Changes: The “Posts” Post-Modernism –Post-Modernism suggests a radical break with contemporary society becoming less rational, more irrational, and more flexible –Superficiality and Simulation –Waning emotion or affect –Loss of historicity –Enchantment of rationalization

Major Social Changes: The “Posts” Ritzer suggests that elements of the Posts are all present in McDonaldization –However, he does not think the “Posts” are nearly as far along as many scholars suggest