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GS 336 Lecture 21
GS 336 Lecture 21
LECTURE 21
6: PRESENT WORK:
THE AGE OF EMPLOYMENT
Outlines/Objectives:
McDonaldization
• Definition
• Components of McDonaldization
• McDonaldization: Irrationalities of rationality
MODELS FOR 21ST CENTURY ORGANIZATION
Examples:
Selling machines
Online ticket sales (cinema, football, etc.)
Electronic queuing/parking systems
Drive through restaurants
Online travel booking/shopping
Exercise machines
Credit cards
Search engines
Email and virtual chat (e.g. Messengers)
COMPONENTS OF MCDONALDIZATION
Examples
Sports statistics and ‘chatter’,
TV (ratings over quality)
Fast-food delivery
COMPONENTS OF MCDONALDIZATION
3. Predictability: Emphasis on things being the same from one
time or place to another.
Examples:
Sports grounds (predictable or facilities; e.g. The Adventure Centre,
Wimbledon Roof)
Shopping malls
Hotel chains
Amusement parks (Disney)
COMPONENTS OF MCDONALDIZATION
4. Control by technologies
“…replacement of human by non-human technology is often oriented towards greater control. The
great source of uncertainty and unpredictability in a rationalizing system, are people - either the
people who work within those systems or the people who areserved by them.” (Ritzer, 1994)
The computer is central as it enables the calculation of vast amounts of data quickly and
accurately; facilitates the computerization of society (Lyotard, 1994).
Control of employees/customers: rules, regulations, computers, surveillance. ‘systems’
encourage servitude
Man-machines: pre-packaged, pre-measured, automatically controlled: eradicating uncertainty:
Removes ‘thinking human’/follow instructions (surrender authority)
Dependence upon/subordination to machine (de-skilling)
Examples:
Barriers
Swipe cards
Touch screen cash registers
Automated customer service
IRRATIONALITIES OF RATIONALITY
Ritzer claims that although McDonaldization is supposed to be
rational, it can lead to results that are irrational. These include:
Efficiency is replaced by Inefficiency and higher costs:
McDonaldization isn’t efficient for everyone, especially customers
(long lines and long waits), and may cost extra (parking, etc).
Health and environmental hazards: Includes health risks of fast food,
food poisoning, litter, environmental hazards of factory farms.
Homogenization: Similar products are offered through the U.S. and
world.
Dehumanization: McDonaldization offers low-skill jobs, treats
customers impersonally, minimizes contact between human beings,
and has negative effects on families. (Eating in the car).
Thanks!
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