Globalization and the Economy, PART II

McDonaldization of Society  McDonaldization is defined as "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 the rest of the world."

 It is seen as a wide-ranging process affecting many sectors of society  (e.g. religion, education, and criminal justice).  It is seen as a wide-ranging process affecting many sectors of society  (e.g. religion, education, and criminal justice).

 Over half of McDonald's restaurants are outside the United States (in the mid 1980s,only 25% of McDonald's were outside the United States).  Other nations have developed their own variants on the McDonald's chain. Canada has a chain of coffee shops called Tim Hortons (merged with Wendy's in 1995), with 2,711 outlets (336 in the United States).  Over half of McDonald's restaurants are outside the United States (in the mid 1980s,only 25% of McDonald's were outside the United States).  Other nations have developed their own variants on the McDonald's chain. Canada has a chain of coffee shops called Tim Hortons (merged with Wendy's in 1995), with 2,711 outlets (336 in the United States).

 Calculability emphasizes the quantitative aspects of products sold (portion size, cost) and services offered (the time it takes to get the product). In McDonaldized systems, quantity has become equivalent to quality; a lot of something, or the quick delivery of it, means it must be good.  "I'm going to eat too much, but I'm never going to pay too much."  Calculability emphasizes the quantitative aspects of products sold (portion size, cost) and services offered (the time it takes to get the product). In McDonaldized systems, quantity has become equivalent to quality; a lot of something, or the quick delivery of it, means it must be good.  "I'm going to eat too much, but I'm never going to pay too much." Dimensions of McDonaldization

 One important element of the success of McDonald’s is efficiency, or the optimum method for getting from one point to another.  Workers in McDonaldized systems function efficiently by following the steps in a predesigned process.  The best available way to get from being hungry to being full.  One important element of the success of McDonald’s is efficiency, or the optimum method for getting from one point to another.  Workers in McDonaldized systems function efficiently by following the steps in a predesigned process.  The best available way to get from being hungry to being full.

 McDonald's also offers predictability, the assurance that products and services will be the same over time and in all locales. The Egg McMuffin in New York will be, for all intents and purposes, identical to those in Chicago, Los Angeles, and Guam.

 McDonald's model offer similar efficiency in exercising, losing weight, lubricating cars, getting new glasses or contacts, or completing income tax forms.

 The fourth element in the success of McDonald's, control, is exerted over the people who enter the world of McDonald's. Lines, limited menus, few options, and uncomfortable seats all lead diners to do what management wishes them to do - eat quickly and leave.  Drive-through (in some cases, walk- through) window invites diners to leave before they eat.  The fourth element in the success of McDonald's, control, is exerted over the people who enter the world of McDonald's. Lines, limited menus, few options, and uncomfortable seats all lead diners to do what management wishes them to do - eat quickly and leave.  Drive-through (in some cases, walk- through) window invites diners to leave before they eat.

George Ritzer’s Analogy of McDonaldization Control of humans, both workers and consumers, by use of technology: strict training, narrow tasks, close supervision limited menu of choices, few options, and controlled environment remove or distance humans from the process entirely

Advantages of McDonaldization  McDonaldized systems offer comfort and stability in a rapidly changing world  Easy to compare competing products which empowers the consumer  Some things benefit from closely regulated and controlled system (like weight loss)  People are likely to be treated similarly  Innovation diffuses more rapidly  Popular things move from culture to culture rapidly  McDonaldized systems offer comfort and stability in a rapidly changing world  Easy to compare competing products which empowers the consumer  Some things benefit from closely regulated and controlled system (like weight loss)  People are likely to be treated similarly  Innovation diffuses more rapidly  Popular things move from culture to culture rapidly

Advantages of McDonaldization  Wider range of good and services available to more people in more places  Able to get what you want instantly and conveniently  Goods and services are far more uniform and consistent  Far more economical  People have less time efficiency helps  Wider range of good and services available to more people in more places  Able to get what you want instantly and conveniently  Goods and services are far more uniform and consistent  Far more economical  People have less time efficiency helps

 McDonald’s: "ultimate icon of Americana."  And now McDonaldization is coming full circle. Other countries with their own McDonaldized institutions have begun to export them to the United States.  The Body Shop  Bath and Body Works followed  McDonald’s: "ultimate icon of Americana."  And now McDonaldization is coming full circle. Other countries with their own McDonaldized institutions have begun to export them to the United States.  The Body Shop  Bath and Body Works followed

Malcom Waters  Must globalization be understood as force of homogenization?  Can we assume that McDonaldization only has homogenizing effects?  Must globalization be understood as force of homogenization?  Can we assume that McDonaldization only has homogenizing effects?

 There is a single globalization localization process in which local sensibilities are aroused and exacerbated in fundamentalist forms by such modernizing flows as McDonaldization.  The emerging global culture is likely to exhibit a rich level of diversity that arises out of this intersection.  There is a single globalization localization process in which local sensibilities are aroused and exacerbated in fundamentalist forms by such modernizing flows as McDonaldization.  The emerging global culture is likely to exhibit a rich level of diversity that arises out of this intersection.