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The theory of McDonaldization is a reinterpretation of Max Weber's theory of rationalization. Rather than using bureaucracy as the paradigm for the process, the fast food restaurant is the basis of the new model. Ritzer has defined McDonaldization 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 of the rest of the world."
One of the fundamental concepts of McDonaldization is spatial expansion, otherwise known as globalization. From its beginnings as a fairly limited phenomenon, McDonaldization has begun to pervade every aspect of our existence, and even though it does not fit the model of globalization outlined by theorists, it is most definitely a global process. McDonalds restaurants themselves can be found all over the world, and many other countries have introduced their own variants of the fast food restaurant, including France, India, and Lebanon. More importantly, the qualities of the McDonalds brand as outlined above are being adopted by institutions and systems throughout the world that are unrelated to the fast food industry.
The globalization of these concepts can be attributed to a number of factors, the most obvious being the profit motive. The growing world-wide fascination with American culture, together with changes occurring in American society, and the lack of an alternative to McDonaldization, are also important factors.
There is little to stand in the way of the globalization of either the McDonalds franchise or the McDonalds cultur ...
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