Glossary M
Nos A B C D E F G H I J K L M N O P-Q R S T U V W X-Y-Z McDonaldisation: George Ritzer (1993) argues that the fast food restaurant is the ultimate model of rationalisation, based on 4 key elements:- Efficiency – economies of scale, assembly line production of food and limited menus cut costs and facilitate the fast processing of customers Calculability – every aspect of the food production and consumption is measured and evaluated on the basis of rational calculation Predictability – Ritzer states “in a rational society people prefer to know what to expect in all settings at all times”. So customers should be able to enter a McDonald’s anywhere in the world and have exactly the same experience. Control – through training, supervision and technology, McDonald’s exercise rigid control of their employees and the food production process. There is even a degree of control of the customers, with hard seats, bright lights and, in some cases, security guards to make customers behave themselves and do not linger over their meal Ritzer and later commentators such as Soumyaditya Dasgupta (2015) see McDonaldization is a by-product of ‘Americanization’ or ‘Westernization’ which… Read More