The five dominant principles of the process of McDonaldization are predictability, efficiency, increased control, the irrationality of rationality, and calculability. The author Ritzer George uses various elements of Max Weber’s work to evaluate and discuss the process of McDonaldization in contemporary societies (Ritzer 14).
Efficiency: Efficiency is a principle that deals with the process of achieving a specific goal in a rapid manner and with the least effort or cost. The notion of efficiency is specific to the interests of businesses; however, it is also beneficial to the customer. Examples of efficient processes include self-service gasoline, salad bars, and ATMs. As a consumer, I end up paying for the “privileges” of such efficiencies.
Calculability: It is a principle that emphasizes on things that are calculable, countable, and quantifiable. Examples include food that is sold based on their weight and not their quality as well as ideas such as ‘lose weight fast” or an advertisement of a microwave that enables a consumer to spend the least amount of time in the kitchen.
Predictability: It emphasizes on structuring our environment so that differences and surprise do not end up encroaching on the sensibilities of people. It creates a scenario where the taste, fun, satisfaction, and benefits that an individual received in San Diego will be repeated in Cincinnati the following week.
Control: Many things in current McDonaldized societies are pre-measured, pre-packaged, and controlled automatically. At home, seasoning is premixed, and the ovens notify us when the food is ready.
The irrationality of rationality: The process of McDonaldization suggests that the rational systems in contemporary societies are unreasonable. The foods that people in McDonaldized restaurants eat are less nourishing because of their heavy salt, fat, and sugar contents. Often, fast-food restaurants and microwavable foods allow consumers to eat what they want whenever they want it. As a result, the rituals of cooking meals and eating together are disappearing among American families.
The main benefits of McDonaldization include affordability and convenience. Most individuals in the American society are always on the move and hire routines are characterized by a fast-based environment where convenience is valued. Whenever I go to a shopping mall, I just want to get whatever item I came for and step out of the store. I am not interested in creating interpersonal relationships with the workers at the store. The ability to complete daily tasks in a quick and convenient manner allows me to engage in other activities that I love dong.
Affordability is an advantage associated with McDonaldization because it allows the middle class and regular people to afford particular luxuries that would normally be reserved for rich people. For example, the internet is used by people of different social classes.
Some of the negative consequences of McDonaldization include dominating or controlling people’s lives, negative impacts on the environment, and the creation of mind-numbing tasks associated with McDonaldized jobs (Ritzer 3). The over-reliance on non-human technology suggests that capabilities and skills of human actors are declining or disappearing.
In regards to changes, I would urge McDonaldized organizations to reintroduce some sense of humanity in their workplaces. Ideally, such changes would involve empowering employees and utilizing positive emotional techniques, which humanises the workplace.
Consumers should take personal measures to deal with McDonaldized systems because they enjoy the freedom of choice. For example, instead of going to a fast food restaurant, they can cook at home and eat together as a family. The consumers also have the power to avoid the controlling and patronizing McDonaldized organizations.
Work Cited
Ritzer, Geoge. The McDonaldization of Society. Thousand Oak: Pine Forge, 2004. Print.
