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Review of Ritzers The McDonaldization of Society Sociologist George Ritzer sees the thousands of McDonalds restaurants that dot the US landscape and increasingly the world They provide a much greater significance than just the convenience of fast hamburgers and french fries He created the term the McDonaldization of society to refer to the increasing rationalization of the routine tasks of everyday life Ritzer emphasizes that McDonaldization does not refer just to the robot-like assembly of food Rather this process occurring throughout society is converting our lives Shopping malls are controlled environments of accepted design logo colors and opening and closing hours Travel agencies haul middle-class Americans to ten European capitals in fourteen days each visitor encountering precisely the same hotels restaurants and other predictable settings No one need fear meeting a real native USA Today generates the same bland instant news in brief unanalytical pieces that can be read amid gulps of the McShake or McBurger Ritzer vindicates that these things are not necessarily bad He focuses on the four foundations of McDonaldization efficiency calculability predictability and control These are the consecrated commandments of any rationalized corporation Individuality unpredictability and attention to quality have no place in these dehumanized systems Ritzer points out that the irrationality of rationality as all of the theoretical benefits of McDonaldized systems backfire waiting in long lines suspect quality little or no customer service the illusion of large quantities for low prices and severely limited selection or choice He states that efficiency does bring reduced prices He also argues that at a cost a loss of something difficult to define an eminence of life is washed away by rationalization He continues that in any event the tendency leans strongly towards the McDonalization of human experience For good or bad he believes that our social destiny is to live in prepackaged surroundings When education becomes rationalized which is now in process he explains that our children will
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