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McDonaldization. “The process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of North-American society, as well as the rest of the world. 1. EFFICIENCY. The optimal method for accomplishing a task
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McDonaldization “The process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of North-American society, as well as the rest of the world.
1. EFFICIENCY • The optimal method for accomplishing a task • The fastest method to get from point A to point B • Every aspect is geared toward the minimization of time.
2. Calculability • Emphasis is on speed and quantity rather than quality. • Objective should be quantifiable (sales) rather than subjective (taste) • Organizations want consumers to believe they are getting a large amount of product for a little amount of money • Workers are judged by how fast they work, instead of quality of work • Get in-get out (customers)
3. Predictability • Food tastes the same wherever it is served. • This applies to employees as well; their tasks are highly repetitive, routine and predictable.
4. Control • Employees must follow detailed procedures…no room for “creative freedom” • Replacement of human by non-human technologies ie. fry cookers etc…
5. Irrationalities of Rationality • Fast food restaurants are dehumanizing for both employees and customers. • Ritzer argues that these processes can lead to outcomes that are harmful or irrational.