Mickey Geez
The term “McDonaldization” brings forth nostalgic images of golden arches and childhood memories of happy clowns beckoning you with the pungent smell of potato sticks fried in animal byproducts. In actuality “McDonaldization” is a sociological term coined by sociologist George Ritzer and made famous by his book, The McDonaldization of Society. According to sociologist George Ritzer, McDonaldization is the process of rationalization taken to extreme levels (3). This hyper sociological process began with Henry Ford’s assembly line and is now epitomized by the business practices of the McDonalds Corporation. In order to understand the greater sociological implications that McDonaldization is having on our global society we must examine its different facets with the sociological paradigms of, structural functionalism, social conflict theory, and symbolic interaction theory.
First of all, students of structural functionalism would be interested in how the different units of McDonaldization would interact with each other and in relation to the greater society to create equilibrium (Ballantine, Roberts 52). According to social scientist George Ritzer McDonaldization is a form of “rationalization”. “Rationalization” according to scientists Ballantine and Roberts is “the attempt to reach maximum efficiency” (146). As relating to McDonalds, the process of burger searing and fry frying is broken down into simple logical parts. These processes are measured for exact consistency (Ritzer 10). It has been said that this business model promotes the use of unskilled workers who perform medial tasks at low wages and are easily replaced. This business model has also been accused of the propagation of tasteless food which is highly unhealthy to customers who are addicted to the smörgåsbord of high fat and high-fructose corn syrup content.
On the other, hand now that we have extrapolated possible structural functionalist views of McDonaldization from the business model of McDonald’s, we should consider the theorem of the social conflict theorist. The conflict theory is comprised of three central ideas. There is an eminent conflict waiting to happen in any social relationship. Societal change to spread social equality is very advantageous. The contemporary social hierarchy is comprised of ruling elite who impose their beliefs and values on members of the lower classes (Ballantine, Roberts 54). Since its first inception McDonaldization has become a global business phenomenon. Many refer to this occurrence as globalization or simply as, “the way the West does business” (Lorenzen 9).
Never the less the very act of implementing an alien business model into a foreign market would change the way the foreign market naturally operates. Therefore, it could be said the very culture of foreign countries, foreign governments, and foreign religions are at odds with McDonaldization (Ritzer 3). For instance many pre-globalized family activities would center on meals, which would bring the family closer while tradition and values were handed down. Now adolescents do not have to depend on their families for food; they are empowered by fast western food to become a more “rationalized” member of the global society. On the other hand many have argued that the McDonaldization of foreign markets have no negative impact, they have simply created more choices for the consumers.
Thirdly, as we have examined possible views that are made manifest by the conflict theory we need to examine how McDonaldization would influence the “symbolic interaction” of the countries it influences. “Symbolic interaction” is the way two individuals interact on the basis of shared symbols and meanings (Ballantine, Roberts 58). McDonalds the world’s greatest seller of preprocessed cow flesh is a proud member of the Indian economy where the very same ignoble beast is considered a sacred object of worship. According to Janet Lorenzen a social scientist from Rutgers University, Ole McDonald solves his social dilemma by selling mutton burgers and veggie nuggets, to a sometimes perplexed Indian populous (10). The cow is a sacred object of the American diet (it’s what’s for dinner) and a religious object to the people of India. McDonalds solves this problem by referring to its religion of making money; thus it changes its menu. However, according to social scientist Yilmaz Elmer McDonaldization in the form of increased electronic technology is having a positive global impact. More technical companies (who have swelled by using McDonaldization) are selling their communication products around the world and people are becoming less lonely (184). This would inevitably increase symbolic interaction.
In conclusion the subject of McDonaldization and its impact on global society requires a more in-depth investigation. It is clear that the McDonaldization of corporations that have in turn spread their green tentacles into the global consciousness has indeed affected society. In current events The Global Financial Crisis of 2007 and the effects of the global recession are symptoms of an intertwined global economy. It has also become apparent that there are global campaigns such as global warming that have not only been brought on by McDonaldization but use the very same public relations company as McDonalds. The question remains do the pros of McDonaldization outweigh the cons of an altered global society. That answer will undoubtedly require further investigation, yet the future of humanity hangs in the balance waiting for the answer. I pray that we find the answer soon, however; there is not a major society that has ever existed that has not fallen, and hindsight is always twenty-twenty. History will have the correct answer even if right now we do not.
Jerry Adams
