The McDonaldization of Society - Book Report/Review Example

The McDonaldization of Society Table of Contents Key Points of the book 2 Application 5 Conclusion 7 References 9 Introduction Sociological studies and their implementation to lives have formed a major trend and area of concern in the present day. In an era of extensive consumerism, in depth study of consumer behavior and the manifestation of marketing strategies are the important areas where the major focus of all the scholars and researchers are concentrated. “The McDonaldization of Society 5” by George Ritzer is an epoch making research and investigation regarding sociological imagination of contemporary readers. The book is one of the most popular, noteworthy and valuable sociological document of all times. Ritzer takes the central elements of Max Webber’s theory and analysis of modern society and with his own vision, incorporates ideas and expands them into a newer perspective that completely changes the meaning of “rationalization” or critical analysis of the impact of social structural change on contemporary human interaction and identity. The central issues or the major key points of the book can be summed up by the suggestion which Ritzer puts forward in his book that during the latter half of twentieth century, the socially structured form of the fast - food restaurants has become analogous to organizational force. These organizational forces are representatives of the extended process of rationalization that operates into a different realm of every day interaction and also affects the individual identity. Ritzer very precisely puts the step wise development of the process which is served by McDonald and also serves as a vital case study of the phenomena during the era of 90’s. The idea of Ritzer, captivated in the book, can be summed up by his words itself. The quote expresses the intention and thus narrates the core idea of the book: “...McDonaldization is the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world” (Keel, 2010).  Key Points of the book “The McDonaldization of Society 5” is a book that is basically inspired and influenced by the central elements of the works of Max Webber. Ritzer quite meticulously infiltrates those key themes and incorporates them immaculately in his work. There is no doubt in the fact that along with a post mortem of the theories and presented by the great sociologists Max Webber, their implementation into modern social structure is also discussed thoroughly. According to Webber, the analysis of the modern society is viewed as a process of “rationalization” which is defined as a methodology that is far reaching. Striking a comparison with the traditional mode of thinking and its replacement, Webber tried to analyze a theory keeping it in full concern with efficiency. For Webber, the archetypal manifestation of the process was that of bureaucratic in nature. This pertains to a large formal organization that is completely characterized by hierarchical authority structure and well - established format of labor division. Written rules, regulations and concepts like impersonality and human interactions and a thought provoking process consequently leading to a readily increased rationalized world is stressed upon in the book. These key concepts of “rationalization” by Webber form the background and the social context of the book. Ritzer, in his excellent narrative frame work of the book, expresses the implementation of these concepts into a modern perspective and social realm that launches the book into an innovative and a newer kind of outlook altogether which is quite unique and dynamic in contemporary context. The step wise analysis of the process in the book “The McDonaldization of Society 5” unfolds and launches the reader first to the concept where it studies the possibility for growth of the brand and its effect on the society. Next, it analyses a formation of a platform that was extensively local and the process by which McDonald’s has upgraded itself to a brand that is unanimously capable of exercising its relentless sociological effect on the generations. The book also encompasses the fact that the effect of McDonald’s is irrespective of gender, age, class, society in America. “The McDonaldization of Society 5” starts its research not from the present day of glory and excellence but its trajectory of growth since the day of initiation is thoroughly scrutinized too. Ritzer himself claims: “In the 1980s and 1990s McDonaldization has extended its reach into more and more regions of society and those areas are increasingly remote from the heart of the fast-food business” (Keel, 2010). While analyzing the process of McDonaldization in his book, Ritzer clearly sets five key points or dominant themes that constitute the entire theory and the book. The five dominant themes discussed in the book are: Efficiency Calculability Predictability Increased Control The Replacement of Human by Non-Human Technology Ritzer very concisely mentions in his doctrine that these key factors not only shaped the social revolution called McDonaldization but also reached a huge mass influencing the social structure (Keel, 2010). The perspective presented by Ritzer in the book is a well-accepted contention and the theory is completely supported by the academic as well as non - academic canon. The theories and the valuable testimonies put forwarded by Ritzer are also beneficial for learning about the process of McDonaldization and its influence on the society. The formative guideline and the step-wise development of the process is also a great value addition in sociological studies. Application The application of the theory of “rationalization” and its far reaching effects could be easily felt as Ritzer himself quotes in the book that the purpose of writing this book was to make its ‘readership accessible’. At the same time, the book bears an empirical study although highly informal. The data and the statistics are derived from a wide range of sources that are available and deal with full range of social phenomena that comes under the broad head called McDonaldization. Ritzer successfully pointed out in his book that it is a theory that is based on data which is not found anywhere on written form but is definitely relied upon. Ritzer also contended that the theory of McDonaldization is not a dry theory like other theoretical and empirical studies but it deals with a wide range of social phenomena and there lies the greatest implication of the theory in the contemporary perspective. The book rather forms a definite design to create and cater a newer kind of insight amidst the mass which are constructive of newer ideas. The book is written with a deliberate intention to alarm society against the seductions and attractions of McDonaldization that often blinds us and consequently leads us to myriad of dangers. The application of the book lies within the realm which was not possible for Webber to surpass. The book presents the scope of implanting the theory of rationalization into the society which Webber thought was virtually impossible. The impossible act was to reverse the trend towards McDonaldization. Though Ritzer doesn’t think that such reversal is essential, necessary or even desirable, yet there are steps and procedures which people can adhere to restructure the process. Ritzer points out in a very pragmatic tone that, “ I hope this book will not only inform but also serve as a warning and perhaps, most important, point the reader in directions that can help make the ‘iron cage of McDonaldisation’ a more human in which to work and live”. A thorough gaze over the book will easily tell its readers that the book is not about McDonald’s. It is not even about the fast-food business. Although, both the regime and area are thoroughly discussed throughout the book, yet the main focus of the book lies in the effect McDonald’s exercises on educational, work culture, the system pertaining to crime and justice, healthcare and leisure industry, family, religion politics and virtually to each and every segment of the society. The success of McDonaldization is also thoroughly discussed in the book. In the year of 2002, the total sale of the McDonald’s product was over $ 41 billion, with an estimated operating income of $2.1 billion. McDonald’s began its operation in the year 1955 and by the year of 2003 it already had 31,172 restaurants across the globe. Ritzer upholds in his book a commentary of a British commentator, who archly notes “There are McDonalds everywhere”. McDonaldization thoroughly displays the relentless influence of McDonald’s in every sector. This is also noteworthy that Ritzer points out the theories presented by other social theorist apart from drawing the background from Webber. Ritzer also deals with the concepts of Karl Marx, C. Wright Mills, Georg Simmel, Emilie Durkheim, and Jurgen Habermas. The theory of rationalization is manifested mostly through the process of McDonaldization. The book also has some better ring to it than some other alternatives like “Burger Kingization”, “Starbuckization”, “Seven Elevinization”, “Fuddruckerization”, “H&R Blockization”, “Kinder Careization”, “Jiffy Lubeization” and “Nutri Systemization” among others (Ritzer, 2004). Conclusion Thus, we find that the book “McDonaldization” not only bears a strong sociological document. The effect of McDonalds on society is symbolic. The process of rationalization is manifested and displayed through the process of McDonaldization. The book also bears the major criticisms of the irrationalities of McDonaldization. The theory of McDonaldization is highly controversial and is precisely discussed. Ritzer actually tried and succeeded in making Webber more contemporary and related his theory of rationalization to the present generation by displaying numerous thesis and anti-thesis regarding the revolution called Mcdonaldization. The book “McDonaldization of Society 5” by George Ritzer cannot be measured in terms of some words, anecdotes and definitions captivated in the pages of the book. A close reading of the thesis will make its readers aware about the kind of effort and devotion that George Ritzer has put in order to educate society about the good and bad effects of the branding. This sociological testimony faced a lot of criticism with the passage of time. Yet, through the ages, it has served as a vital guideline for the people in and out of the academic canon. Thus, a document central to the Webber’s theory of bureaucracy, the process of McDonaldization discussed in the book contribute greatly to the acceleration of the several structural changes. The most important factor, thus pointed out by George Ritzer, is the aggressive pursuit of economic interest that guides the business strategy of the brand. The most unique and important point underlined by Ritzer is the McDonaldization’s effect to certain areas in the society and its contribution towards societal change. Increased mobility, elastic needs and changes in technology accelerated the process in and within the society. These subtle socio-economic and psychological factors can fall into the perception and attention of a great sociologist like Ritzer. These factors make the sociological document, “McDonaldization of Society 5” rich, eternal and a good food for thought. Indeed, the reading of the book is a value addition to a reader’s life. References Keel, R. (2010). The McDonaldization of Society. The University of Missouri – St. Louis. Retrieved Online on April 14, 2010 from http://www.umsl.edu/ Ritzer, G., The McDonaldization of Society. Pine Forge Press, 2004. Read More