In the article “An Introduction to McDonaldization” by Ritzer, Ritzer discusses McDonalds and how it has built its success by being efficient, calculable, predictable, and the control it has over its customers (13). The author also discusses bureaucracy and Weber’s way of describing bureaucracy as formal rationalization. Ritzer shows that McDonalds has created a system (McDonaldization) that most other corporations now follow, and how consumers have become trapped in this system.
Ritzer describes efficiency as the best method of getting from one point to another. Customers go to McDonalds because they are hungry, and after they eat they become full. McDonalds is efficient in the way that it succeeds in doing what it is supposed to do for its customers. Calculability is the number of products that are sold and the services that are offered. For McDonalds quantity equals quality (14). The number of products a person can get while receiving it at a low cost and at a fast service is a principle that McDonalds prides itself on. The third aspect of McDonald’s success is predictability. Predictability means knowing that no matter which McDonalds one goes to, one will see the same food item on the menu as the one that one would normally go to. People enjoy the comfort of stability. Control, as Ritzer explains is “lines, limited menus, few options, and uncomfortable seats all lead to diner to do what management wishes them to do – eat quickly and leave” (15).
A modern day example is Super Wal-Mart. Wal-Mart is efficient because, it is one stop shopping. If you need to purchase clothes, groceries, electronics, books, health supplies, etc. they have it. A customer shops there because they need something and they leave there with it. It is calculable because the products and the services that you are buying are at a reasonable price. A customer can purchase multiple items while not having to excessively spend for the goods that they are buying. It is predictable because no matter what Wal-Mart a person goes to the store will carry the same supplies. Wal-Mart also has control over its customers because it decides what brands to carry, and what supplies that they will have. The customer knows that those are the choices that they have to choose from.
Ritzer also describes bureaucracy and Weber’s definition of bureaucracy as formal rationalization. Ritzer says, “A bureaucracy is a large scale organization composed of a hierarchy of offices. In these offices, people have certain responsibilities and must act in accordance with rules, written regulations, and means of compulsion exercised by those who occupy higher level positions” (24). Weber defines bureaucracy as formal rationalization, which is described as coming up with a conclusion by thinking about rules, regulations, and larger social structures. Weber also expresses his fear that bureaucracies will become more and more rationalized and that individuals will be trapped in them (27). In today’s society people are trapped in the control of this McDonaldization system. Society follows a set of rules and regulations that have been learned from a young age. Whether it is shopping at Wal-Mart or another store, the same sets of rules are followed. For example, when one goes into a store one picks out whatever they want to buy, and then stand in line to pay for it. Freedom of deciding how an individual wants to do things or the way they see things is taken away from them. Society no longer feels the need to question the rules, nor is the system ever challenged.
Ritzer describes efficiency as the best method of getting from one point to another. Customers go to McDonalds because they are hungry, and after they eat they become full. McDonalds is efficient in the way that it succeeds in doing what it is supposed to do for its customers. Calculability is the number of products that are sold and the services that are offered. For McDonalds quantity equals quality (14). The number of products a person can get while receiving it at a low cost and at a fast service is a principle that McDonalds prides itself on. The third aspect of McDonald’s success is predictability. Predictability means knowing that no matter which McDonalds one goes to, one will see the same food item on the menu as the one that one would normally go to. People enjoy the comfort of stability. Control, as Ritzer explains is “lines, limited menus, few options, and uncomfortable seats all lead to diner to do what management wishes them to do – eat quickly and leave” (15).
A modern day example is Super Wal-Mart. Wal-Mart is efficient because, it is one stop shopping. If you need to purchase clothes, groceries, electronics, books, health supplies, etc. they have it. A customer shops there because they need something and they leave there with it. It is calculable because the products and the services that you are buying are at a reasonable price. A customer can purchase multiple items while not having to excessively spend for the goods that they are buying. It is predictable because no matter what Wal-Mart a person goes to the store will carry the same supplies. Wal-Mart also has control over its customers because it decides what brands to carry, and what supplies that they will have. The customer knows that those are the choices that they have to choose from.
Ritzer also describes bureaucracy and Weber’s definition of bureaucracy as formal rationalization. Ritzer says, “A bureaucracy is a large scale organization composed of a hierarchy of offices. In these offices, people have certain responsibilities and must act in accordance with rules, written regulations, and means of compulsion exercised by those who occupy higher level positions” (24). Weber defines bureaucracy as formal rationalization, which is described as coming up with a conclusion by thinking about rules, regulations, and larger social structures. Weber also expresses his fear that bureaucracies will become more and more rationalized and that individuals will be trapped in them (27). In today’s society people are trapped in the control of this McDonaldization system. Society follows a set of rules and regulations that have been learned from a young age. Whether it is shopping at Wal-Mart or another store, the same sets of rules are followed. For example, when one goes into a store one picks out whatever they want to buy, and then stand in line to pay for it. Freedom of deciding how an individual wants to do things or the way they see things is taken away from them. Society no longer feels the need to question the rules, nor is the system ever challenged.