Introduction
This paper will discuss the four characteristics that define McDonaldization of society according to Ritzer the author of the book “McDonaldization of Society.” The paper also focuses on the impact of the McDonaldization concepts in schools and its consequences on society. The final section of the paper looks at the efforts by individuals and society to resist McDonaldization concepts. Ritzer argues that human beings devote a lot of effort in pursuit of efficiency but instead end up with systems that further dehumanize them and create more inefficiencies (12).
Characteristics of McDonaldization Concepts
The McDonaldization concepts are characterized by four elements namely; “efficiency, calculability, predictability and control through the nonhuman technology” (Ritzer 12). Each of these elements has been widely used in satisfying other human and management needs such as weight loss, filling in income tax forms and monitoring workers in work places. The McDonalds management systems are designed to work efficiently by following set working procedures and regulations. The systems put managers in a position to closely monitor the implementation of the work procedures and ensure that the rules and regulations of the organization are strictly adhered to.
The calculability aspect stresses the quantitative value of the goods and services offered for sale. In McDonaldized societies, there is high regard for quantity than quality. Product manufacturers respond to this consumer attitude by increasing the quantity of the product but compromise on its quality. Restaurant offers that are based on the size of the food product are more lucrative than those based on the quality of the food. The calculability dimension is also keen on the time taken to accomplish the task; a good task should be accomplished within a short duration.
Predictability is the fourth dimension that Ritzer uses to define McDonaldization of society. He used this dimension to suggest emphasis on the human tendency to imagine that products shall remain the same over time. The fourth element of the McDonaldized society is the control through nonhuman technology. This is where technology is used to create a no option scenario for the consumers.
Applications of McDonaldization of society in Schools
McDonalds’ business representation has been successfully applied in many other institutions. Schools use McDonaldization concepts mostly to monitor employees on job. Schools also apply the concept in the fight against the effects of race, ethnicity and other forms of discrimination. Globalization and slavery brought about integration of people from different cultural and geographic backgrounds. McDonaldization concepts have played a big role in creating to clear the mentality of regarding people’s ability based on race, ethnicity or social class (Ritzer 16). The rate of cultural and technological diffusion in schools is highly supported by the McDonaldization concepts.
How communities and Individuals resist McDonaldization Concepts
It is not possible to develop uniformity in society as suggested in the McDonaldization concept of society. Those opposed to the concept argue that the concept is not applicable in the modern society because of the fast paced lifestyle. Bureaucracies in work places which are widely associated with McDonaldization concepts create an environment in which people are highly dehumanized. They are also a source of inefficiency in work places; the working rate tends to slow down as a result of the many bureaucracies in organizations. Emphasis on quantity at the expense of quality is highly criticized by consumers who prefer quality products.
Conclusion
McDonaldization of society provides quality business model for modern institutions. The four dimensions suggested by Ritzer provide a concrete framework on which managers can tailor their management activities. The concept has also been criticized for creating bureaucracies and emphasizing on quantity at the expense of the quality of the product.
Works Cited
Ritzer, George. The McDonaldization of Society. California: Pine Forge press, 2004.