Ritzer "McDonaldization of Society" Flashcards
What is McDonaldization according to Ritzer?
Refers to rationalization. The McDonald’s kitchen was rationalized.
What are 5 major dimensions of rationalisation according to Ritzer?
- Efficiency
- Predictability
- Calculability
- Non-human technology
- Control over uncertainty
These things are emphasized by a society characterized by rationality.
What is a good motivation for rationalization?
Profit, but this doesn’t fully explain the process in capitalist societies and there’s also rationalization in communist societies.
Why should we understand the process of rationalization?
So we have better control over it.
What does Efficiency mean according to Ritzer?
Finding the best means to any given end. Mostly about time and cost efficiency (saving resources).
Efficiency has often become the end and not the means.
What is a current example of efficiency?
Food delivery services.
- Saves time cooking
- Mass consumption for maximum time efficiency
What does Predictability mean according to Ritzer?
Avoiding big surprises and managing people’s expectations.
What is a current example of predictability?
- Packaged tours: avoid surprises abroad, meet new people (societal need), cheaper (mass produced)
- Lonely planet: same inspiration, so everyone has the same experience
What does Calculability mean according to Ritzer?
Quantity rather than quality.
According to Ritzer the most defining characteristics of rationalization.
What does Spreadsheet-fetishism mean?
Calculate, so you have targets, dashboards, monitoring, service level agreements, business cases. Have overview about costs and which areas use resources up.
What is New public management?
Market rationale and government rationale. We need to be efficient with the resources the government has. You need to have an overview to know where resources are draining and where they are gaining.
What is a current example of calculability?
Home care protocol: In home care you only have a certain number of minutes for a certain task. When it takes you longer you have a problem. No time to talk, just provide the service.
What does Non-human technology mean according to Ritzer?
Human resources are replaces with non-human technology.
Ritzer: People act in unpredictable ways. There’re limits to rationalizing human behaviour.
It can cure and fill the gap, but it can also cause problems when workers are still available (people lose their job)
What is a current example of non-human technology?
Health care: We are struggling to find health care professionals so we can replace it with non-human technology.
In Japan since the 1980s: Aging population, so technology companies take over.
What does Control mean according to Ritzer?
Manage uncertainties as much as possible. Humans are uncertain and make mistakes. You can solve it by direct accountability.
