The following essay will focus on consumption and consumerism in relation to food consumption in modern society. Focusing on how mass production created Mcdonaldization of society and also how conspicuous consumption has filtered down through the classes
Using relevant theory discuss consumption and consumerism in relation to food consumption
By Gareth Griffiths
The following essay will focus on consumption and consumerism in relation to food consumption in modern society. Focusing on how mass production created Mcdonaldization of society and also how conspicuous consumption has filtered down through the classes so that the entire country were consuming the same foods.
There is no set definition of consumption and consumerism so the subject takes on many terms and theories. One way of describing consumption in simple terms is the buying, using and interpretation of goods or that consumption is simply socially structured by the society an individual lives in (Mackay 1998).
The Fordism revolution in the early 1900’s led to what is known as mass production increasing productivity in the workplace but also creating mass consumption as without this mass production would simply not be needed. The idea of mass production has been taken to the extreme by the McDonaldization process which has seen regimental production techniques, which in turn ensures consumers of fast food, are guaranteed to receive the same product every single time wherever that may be in the world (Ritzer 2006). The way in which McDonaldization has been accepted into modern society is that whilst people’s lifestyles become more and more hectic it offers a quick and simple way of changing from “hungry to full” in just a few minutes (Waters 1996 Cited by Ritzer 2006). The theory is looking to take control of consumers, taking away individuality in order to spread its own source of consumer culture, whereas the consumer culture that is the norm is that the consumer is expected to have choice (Ritzer 2006). In McDonaldization Ritzer argues that it is simply an extension of Fordism and accompanies globalization as well as post modernization in the fast paced environment of modern life. The way in which food is consumed within these establishments is down to the necessity of the “I want it now” society in this country. The fast food industry accepts money from consumers and gives them a suitable nutritious meal in return, the industry does not exploit consumers but simply accepts the fact the population has less and less time to spend on every day activities such as food consumption (Waters 1996 Cited by Ritzer 2006).