The McDonaldization of Society, by George Ritzer, in Sociological Odyssey, explores how society has become rationalized. Rationality is emphasized by efficiency, predictability, calculability, substitution of nonhuman technology, and control. One of the biggest examples of rationality is a fast food restaurant. A fast food restaurant is efficient, moving customers through in a matter of seconds. Customers are even able to pull the the drivethrough window, never having to leave their cars. This is one of the most efficient systems. Fast food restaurants are also predictable. When people go in, they expect the same thing every time and receive it. The menu is small so there is little variation in the product. Another characteristic is the focus on quantity rather than quality. McDonald's focuses on how many hamburgers they sell, not how good their burgers are. There has also been a large substitution of nonhuman technology. Many processes are now automated, not requiring humans. This makes the product more predictable. And even when there are humans working, they are controlled so much that they seem like robots. They have to follow a strict set of rules. The final aspect of rationality is control. The people working in the fast food industry have to follow a strict set of rules. Restaurants also attempt to control how long customers stay at their establishment, by their lack of waiters and lack of seating. America, and many other countries, are becoming more rationalized.
Rationalization is an interesting concept. Rationalization has made much of America extremely homogeneous, we can find the same restaurants anywhere. Many parts of America look exactly the same. I think it is a problem that rationalization has taken individuality away from many parts of America. We are losing our separate identities for different parts of America. Soon there will be no need to travel to other parts of America because they will all be the same. I hope that America will continue to have regional identities and not just turn into one big America blob. These fears lead me to question if:
1. Will America regions be able to keep their identities with such a push by companies to spread throughout the country and take over?
2. How have other countries experienced rationalization and will they ever become as rationalized as America?
I agree with you that rationalization has made America completely homogeneous. Rationalization benefits a country to a certain extent, but any more can severely impact and dehumanize a society. I believe that other countries are experiencing rationalization as well, as we can see through the rise in fast food chains around the world. However, I hope that they do not become as rationalized as America, because these issues that Ritzer addresses will become more widespread.
ReplyDeleteI think rationalization will continue to push and spread throughout the country. However, I believe it will do so at a much slower rate. Hopefully this slow down will give Americans the time needed to recognize the rationalization and keep their identities.
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