McDonaldi...what?

The first time I stumbled across the word McDonaldization was at university (it’s kind of a tongue twister, isn’t it?), in a lecture on the transmission of American culture. I had never heard of that word before – have you? – nor could I remotely imagine what it might mean. Something about food, I thought. 

Then, lately, I was (by an upcoming test) forced to do some research and discovered that it actually affects me a lot more than I would have believed (and has very little relation to food, if at all).

Here are some facts:

McDonaldization is a term invented by George Ritzer, a U.S. sociologist, The McDonaldization of Society being the title of the book he published in 1993.

According to Ritzer, McDonaldization occurs when a society – like the American one – resembles the concept of a fast-food restaurant. This is why he chose McDonald's, a huge chain and probably the most famous one worldwide, as a paradigm for contemporary cultures.

There are four aspects of McDonaldization that are easily outlined:

·         Efficiency: trying to accomplish something in as little time as possible.

If you stick to McDonald's as an example, this means that, as a customer, you go and get a Big Mac or a Big Tasty Bacon or whatever else you want instead of cooking your own meal because it’s just so much faster and easier.

·         Calculability: quantity is more important than quality.

Well, we all love junk food, but be honest – would you choose a burger over a meal home-cooked by your mom?

·         Predictability: things should be the same from one time or place to another time or place.

This definitely applies for McDonald's: wherever in this world you are, if there is McDonalds, you can be sure to get what you would get in your home store and it will taste exactly the same.

·         Control: non-human technology is chosen over human technology.

That means that any human being that can be replaced by a machine is replaced because it is supposed to be less flawed.

Ritzer himself explains his concept quite nicely in this video:

So far, so good… but what’s the relation between this theory and contemporary society?

I found an answer to that question when I started researching the topic, and even one I’m personally concerned by, when I came across the McDonaldization of education.

Think about it – can you find the four aspects of the theory mentioned above in your educational system? I can.

In my first year of elementary school, there were 34 students in my class. Of course, there was no time for the teacher to help each and every one. At the end of that year, four of my classmates dropped out. Quantity over quality, the principal of calculability.

In high school, we were introduced to multiple choice tests we had to complete at the computer, which, no doubt, is a lot faster than answering questions in fully formulated phrases and makes correction easier, too. That again was often necessary because we were too many for the teacher to grade. This example maybe even combines the aspects of efficiency and control.

And the last one, predictability? Often, there is no room for diversified lessons. If you want or have to fulfill the principles of calculability, efficiency and control, it’s a real challenge not to be predictable.

Of course, McDonaldization has positive effects, too. Basically, there is nothing bad about being efficient, for example, as long as quality isn’t afflicted by it.

Again, I think McDonald's is an applicable means of comparison here: eating a burger from time to time is no big deal as long as you don’t base your whole diet on it, isn’t it? ;)

I’d love to know whether you feel our society is being McDonaldized and if so, how! :)

See you, bye-bye