McDonaldization. The term McDonaldization is the name George Ritzer affixes to the continuous process of rationalization within the contemporary world.

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McDonaldization is a typical example of instrumental rationality. According to Adam (2003), “The term “McDonaldization” is the name George Ritzer affixes to the continuous process of rationalization within the contemporary world. It is Ritzer’s contention that McDonaldization extends Max Weber’s concept of rationalization.” (P.5)  

The success of McDonaldization - the four dimensions

  There are four dimensions or rational principles that lead to the great success of McDonaldization. It offers both workers and consumers the principle of efficiency, calculability, predictability and control.

  George (2000) found, “Efficiency means choosing the optimum means to give an end.”(p.40) Workers are regulated by rules, in order to enhance their efficiency in providing services. Division of labour is adopted to ensure the efficiency. Different workers correspond to different process in a special task and keep repeating a particular task. Consumers are served quickly; therefore, they can satisfy hunger efficiently.

  According to George (2000), “Calculability is an emphasis on the quantitative aspects of products sold (portion size, cost) and services offered (the time it takes to get the product)”(P.12) In McDonaldized systems, there are numerical and quantifiable objects. Both products (e.g. the size of hamburger) and services (e.g. the performance of employees) are counted, in order to maximize the profits. Moreover, in McDonald’s world, quantity means quality. McDonald’s develop the culture of “bigger is better”.

  George (2000) noted, “Predictability is the assurance that products and services will be the same over time and in all locals.”(P.13) In other words, predictability means formalization, routinization and standardization. Workers are trained to follow the same standard. Both work and services are free from individual influence. As the tasks are predictable, it becomes easier for employees to finish it without errors. Besides, all the McDonald’s in the world provide the food with the same standard. Thus, consumers can predict the products and services at most time, no matter which McDonald’s they go to.

  George (2000) has reported, “Increased control through the replacement of human with non-human technology.” (P.104) Human behaviours are under-controlled, in order to minimize the individual uniqueness. Labours are more or less the same as machines. In addition, McDonald’s use a large amount of machines. As the workers act like robots, non-human technology can be used to replace man power.

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   The success of McDonald’s has been copied by many companies in the whole world. In fact, George(2000) stated, “McDonaldization affects not only the restaurant business but also education, work, health care, travel, leisure, dieting, politics, the family, and virtually every other aspect of society…The process by which the principles of fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world.” (p.1 & 2) I would like to apply McDonaldization to explain the following examples in daily life.

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