Introduction
The development of society indeed illustrates an incredibly fast-paced dynamic that is difficult to keep up with. The social, technological, and economic aspects of life are changing every day, setting the pace for humanity. Nevertheless, amid these metamorphoses, we can find some trends whose foundations go back centuries, such as McDonaldization. In 1993, George Ritzer created this concept based on the teachings of the famous German sociologist Max Weber to explain the development of society (Crossman). According to Macdonaldian principles, society legitimately exists as a strictly constrained system, amenable to four basic principles: control, quantitative, predictable, and efficient.
To concretize the discussion, Aliexpress, the globally significant Chinese marketplace, was used as the organization that most vividly demonstrates the effects of McDonaldization. The principle of efficiency postulates that all internal company processes aim to reduce time: the dramatic acceleration of the pace of human life does not tolerate procrastination (Crossman). Accelerated service, almost instantaneous communication with sellers, and the choice of minimum delivery times turn Aliexpress into an automated machine of precisely calibrated sales (What is AliExpress). This approach certainly satisfies the customer, but it also overloads the global postal system and supply chain. Aliexpress is predictable because the consumer knows precisely what the site is for: this simplifies interaction with the online store and deprives the company of the effect of surprise and creativity. Aliexpress is aimed at calculations, clearly visible in the countless discounts, coupons, and limited-time special offers. This approach is beneficial for the budget-conscious consumer but visually complicates the experience with the site. Finally, Aliexpress provides strict controls: communication with the customer, registration of orders, and control of delivery is provided by computer technology, which reduces the likelihood of error but deprives people of jobs.
Explanation
There is no doubt that McDonaldization has allowed Aliexpress to be beyond competition for the Western world. Thanks to the principles described above, the Chinese company has been able to fine-tune virtually seamless customer service from all continents, shorten delivery times and create a loud brand name. Nevertheless, by integrating more deeply into control, efficiency, and quantity, Aliexpress loses its humanity, becoming a soulless shopping site. The customer experience with salespeople is as organic as possible, and the store’s focus is solely on the product. This generates the effect of the irrationality of rational systems, with the result that Aliexpress has ceased to be the embodiment of true commerce, in which two people have become involved: the seller and the customer. Thus, according to the sociologist, the essential element of McDonaldization is a particular irrationality of rationality that manifests itself in the alienation of human reason (The Irrationality of Rationality). In this case, as Aliexpress has shown, there are risks of the robotization of human relations, which manifests itself in the emergence of new forms of dehumanization.
Concluding Comments
As Max Weber said, society’s rationality eventually leads to the formation of the iron cage. McDonaldization spectacularly demonstrates this process by shaping the rigor and calibration of human relations. Society can move further and further away from spontaneity and initiative, forming a rigid structure of educational and working cells from which it is difficult to escape. This, in turn, leads to a manifestation of Marxist alienation, in which the Aliexpress worker cannot feel an attachment to the product being sold. Thus, the product being sold becomes just another detail in the global picture of global sales. Nevertheless, McDonaldization has positive effects on society. It gives humanity confidence, choice, and easier access to products. From personal experience, I can see that there is an improvement in the quality of goods and services resulting from such a process. So ultimately, there is no point in evaluating McDonaldization; but instead, we need to recognize it and manage it effectively..
References
Crossman, Ashley. “McDonaldization: Definition and Overview of the Concept.” ThoughtCo, 2020. Web.
“The Irrationality of Rationality.”SagePub, 2019. Web.
“What is AliExpress? Is it Safe to Buy on AliExpress in 2021?” E-commerce Platforms, 2019. Web.