Globalization and McDonaldization Does it all Amount to Nothing?

Globalization & McDonaldization McDonaldization is more than a phenomenon A particular type of social change Relates to the idea of globalization –A leading form of globalization in terms of its global impact

Globalization & McDonaldization Globalization is the worldwide diffusion of practices, expansion of relations across continents, organization of social life on a global scale, and growth of a shared global consciousness.

Globalization & McDonaldization Keys to the definition of Globalization Practices –Education, Law Enforcement, Fast Food Relationships –International relationships fostered by multi- national corporations –Relationships among foreign governments, police agencies, and science institutions Organizing Social Life –Eating out and on the run –Changing the nature of education –“McDonaldized” systems

Globalization & McDonaldization Keys to the definition of Globalization Global Consciousness –Aware of the growing tide of change and local culture –Cannot escape aggressive marketers that people can hardly avoid being conscious of the changes

Globalization & McDonaldization Globalization: Glocalization and Grobalization Two Main Questions: –Does Global Change Involve Increasing Homogeneity or Increasing Heterogeneity or a mixture of both? –What is the relationship between the local and global?

Globalization & McDonaldization Globalization: Glocalization and Grobalization What Drives the globalization process? What is its motor force? –Capitalism and the need to expand markets –Americanization and the spread of American Culture –McDonaldization and the spread of hyper-rationality

Globalization & McDonaldization Globalization: Glocalization and Grobalization Glocalization is the interpenetration of global and the local resulting in unique outcomes in different geographic areas –Such a view leads to the downplay the fear of increasing homogeneity and the loss of local culture –Individuals and groups are powerful in modifying the globalizing forces

Globalization & McDonaldization Globalization: Glocalization and Grobalization Grobalization focuses on the imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic areas.

Globalization & McDonaldization Globalization: Glocalization and Grobalization Grobalization –In complete contrast of Glocalization –Leads to the conclusion that the world is growing increasingly similar –Scares those concerned with increasing homogeneity Global forces are seen as largely determining what individuals and groups think and do throughout the world

Globalization & McDonaldization Nothing-Something & McDonaldization Nothing is defined as a social form that is generally centrally conceived, controlled, and comparatively devoid of distinctive substantive content. –Defined essentially by fast food Centrally conceived Controlled Lacking distinctive content

Globalization & McDonaldization Nothing-Something & McDonaldization Something is defined as a social form that is generally indigenously conceived, controlled, and comparatively rich in distinctive substantive content –Local –Controlled locally –distinctive

Globalization & McDonaldization Nothing-Something & McDonaldization The Nothing–Something Continuum The Nothing-Something and Glocal- Grobal relationship –Heuristic device –Ideal type –Typological Approach and Sorting

Globalization & McDonaldization Glocal Grobal SomethingNothing Craft Barn Local Crafts Craftsperson Touring Art Exhibit Guided Tour of Collection Knowledgeable guide Souvenir Shop Tourist Trinkets McDonald’s Big Mac Food Service

Grobalization of Something Low demand for something Complexity of something makes it expensive High prices and low demand means little money for marketing Can’t be mass-marketed Consumers are generally willing to pay anything Scarcity indicates value

Glocalization of Nothing Tourism stimulates the interest in local products More tourists come Low price souvenirs made elsewhere and shipped back (Eiffel Tower paperweight made in China Native Show –Feasts –Dances –Displays

Glocalization of Something Expensive Distinctive content makes it unlikely it will be widely disseminated Don’t worry about expanding markets –Artisans –Well paid but cannot effectively mass market

Glocalization of Something The Case for McDonaldization as an example of the Glocalization of Something Norway: McLaks--grilled salmon sandwich Netherlands: Groenteburger—veggie burger Uruguay: McHuevos and McQuesos Japan Chicken Tatsuta Sandwich Phillipines: McSpaghetti Russia: Pirozhok—potato, mushroom, and cheese pie UK: Lamb McSpicy and McChicken Korma Naan

Grobalization of Nothing The processes seen in McDonaldization make glocal something into grobal nothing Grobalization of nothing wrecks local norms and values Jihad Vs. McWorld –Grobalization of nothing spawns local fundamentalist resistance movements