fter this realization, sociologists started studying the relationship of food and society and they discovered that very many aspects of sociology address the aspect of food or eating in some way or to some benefit. These sociology fields include; modes of production, political role, rural development, social health issues, discourse and language among many others. Despite this fact, sociological research on food was scattershot as Warde and Martens (2000) say that all that existed for many decades were debates on the nature of the appropriate meal and its role in domestic organization and a few occasional essays on exceptional behavior as vegetarianism. All this changed in the 1980s when people like Anne Murcott who laid out fundamental questions that are addressed to date by food sociologists. Anne was followed by Stephen Mennell, Joanne Finkelstein among others who took an interest in this field. This sudden rapid interest in food was brought about by changes in the food system in terms of production all the way to consumption, growing public enthusiasm for novel foods, celebrity chefs, cookbooks and the opening high-end kitchens. This laid a good foundation for sociology of food to the point of having it as a course for college students.
Scaff Lawrence says that the concept of rationalization refers to complex processes in which beliefs and actions become more understandable, consistent, and systematic and goal oriented. Rationalization is both a social and mental process that involves organizing beliefs and actions so as to increase the likelihood of achieving the desired end. Scaff goes on to give two types of rationalization; formal rationalization that deals with the logical consistency of rules or procedures and their application during substantive rationalization deals with providing logical clarity to the content of a norm and its meaning. Rationalization is useful when dealing with a pattern of action that is consistently goal oriented, purposeful or