The globalization of McDonaldization
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1)
How does George Ritzer define McDonaldization?
2)
What is meant by a homogenized world and how does this relate to
McDonaldization?
3)
In your opinion, should we be worried that our cities are losing their
individuality or not? Explain.
4)
Why does George Ritzer call it McDonaldization?
5)
Explain why is it becoming harder to oppose big companies like
McDonald’s?
6)
Describe in your own words how McDonaldization and globalization
are connected.
7)
What are your prospects for the future? Do you think there is
something to worry about or do you see great opportunities?
www.Docentgeschiedenis.nl - 2011
The Globalization of McDonaldization
As the Influence of Multinational Corporations Rises, George Ritzer's Theory of
McDonaldization Has Massive Implications
" If we eat McDonald's ham and potatoes for a thousand years, we will become taller, our skin will
become white, and our hair will be blonde," {Schlosser}. This is a quote from Den Fujita, the Japanese
billionaire who brought McDonalds to Japan. It is pronouncing the corporate mentality towards the
Globalization of McDonaldization. What this means is not only have foreign businesses embraced the
McDonaldization of business, but the lifestyle of the irrationality of rationality. According to critics of
McDonaldization, if we let convenience and efficiency run rampant, it will lead us into a future of a
homogenized world.
McDonaldization Defined:
Sociologist George Ritzer, who coined the phrase McDonaldization, defines it as "the process by
which the principles of the fast-food restaurants are coming to dominate more and more sectors
of American society as well as the rest of the world," This process extends its practices into
businesses and lifestyles of all types. As people adjust to the McDonaldization of business it crosses
over into their everyday lives.
McDonaldization consists of four elements, Efficiency, Calculability, predictability and Control. Ritzer
calls these the dimensions of McDonaldization and is the four pillars on which capitalism now builds
its empire,
Through efficiency, the service or product is offered in the most direct way. Calculability is the
convincing of consumers that bigger is better and they get more for their money - Super Size it. In
assuming that most people don't like surprises, businesses create homogeneous products or services
offering a sense of predictability consumers come to expect. To accomplish all these dimensions a high
amount of control must be implemented. "Ritzer's focus involves control through the substitution of
non-human for human technology. By making tasks repetitive and forcing employees not to think,
employers can maintain a tighter control over them," The McDonalds corporation lists this aspect as a
mission statement for the company in "leveraging the strengths of the McDonald's system through
innovation and technology,"
McDonaldization and Globalization
McDonaldization consists of four elements, Efficiency, Calculability, predictability and Control.
Ritzer calls these the dimensions of McDonaldization and is the four pillars on which
capitalism now builds its empire. It is a global issue now as businesses are crossing boarders
in all areas of the world. The McDonald's corporation is often the first multinational
corporation to arrive when a country has opened its market, setting the pace for other
businesses.
Through efficiency, the service or product is offered in the most direct way. Calculability is the
convincing of consumers that bigger is better and they get more for their money - Super Size
it. In assuming that most people don't like surprises, businesses create homogeneous
products or services offering a sense of predictability consumers come to expect. To
accomplish all these dimensions a high amount of control must be implemented. "Ritzer's
focus involves control through the substitution of non-human for human technology. By
making tasks repetitive and forcing employees not to think, employers can maintain a tighter
control over them." The McDonalds corporation lists this aspect as a mission statement for
the company in "leveraging the strengths of the McDonald's system through innovation and
technology,”
The affects of McDonaldization can be seen everywhere today and it is reaching to extremes.
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www.Docentgeschiedenis.nl - 2011
There are several stores, most likely seen in suburban areas, like Wal-Mart where you can
shop for just about anything from food to clothes, develop your film and eye-lenses in under
an hour, pump your gas, access an ATM, eat at McDonalds and grab some Starbucks.
Furthermore it can all be done without every interacting with a store employee using
bankcards and automated checkout. Heightened security surveillance compensates for
obvious concerns with minimized employees attending several checkout machines, both
enforcing the dimension of control. The practice of co-branding and placing franchises within
a franchise, McDonalds in Wal-Mart is creating a convenience factor that is unbeatable.
In Brazil, McDonalds is the country's largest private employer and in Saudi Arabia during the
nation's holiday of Ramadan, Kentucky Fried Chicken earned over $200,000 in one week.
This shows that these corporations do not as much involve local traditions as they
overshadow them. By incorporating local tradition and flavors in foreign franchises, it is
nothing more than another way to profit off the local consumer.
Cities are quickly losing their individuality; becoming a sea of just the same bright signs from
coast to coast. More so, Wal-Mart is now the largest employer in the United States and the
fastest growing multi-national corporation. This is where there is danger in McDonaldization,
in homogenization, in a future that lacks creativity and individuality. As more franchise
businesses open world - wide the more success they enjoy and the easier it becomes to give
in to the effects of McDonaldization. Nonetheless, there is noticeable resistance against these
businesses, especially Wal-Mart and McDonalds.
It is called McDonaldization because the McDonalds Corporation is the most visible
manifestation of the process. Many instances have occurred where a small group speaks out
against McDonaldization, and because of their visibility, McDonalds suffers the most scrutiny.
Two individuals in England handed out pamphlets questioning McDonald's nutritional value
and their advertising to children. It gained much media attention and even inspired a book by
John Vidal and Ralph Nader called ‘McLibel'. McDonalds sued the two individuals and won
the case due to legality, but awareness was still raised. Nutrition became the forefront of
attack on McDonalds as seen in documentary ‘Super Size Me' and contributed to drastic
changes in the restaurant's menu.
In another instance the French
Farmer/revolutionary, Jose Bove and his
associates insurrected a McDonalds being
constructed in France. Their fight was
against globalization and the un-ethical
practices of large corporations and once
again the visible golden arches played the
part of the big, bad corporation. Though
corporations have a right to defend
themselves publicly, that social responsibility requires them to seriously question the image
they have. The allegations that were raised against them were recognized as true in some
respects, but the corporation used legal loopholes to avoid any repercussions. As companies
like McDonalds grow and expand, it allows them more influence and money to avoid being
questioned by those who resist.
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www.Docentgeschiedenis.nl - 2011