The articles “Mcdonaldization of society” by George Ritzer and “One world under Business” by Charles Derber are two big sociological works that can be said to have tremendous importance in modern sociology. They both address some rising trends in the current environment that has been strongly linked with the growth of global business and the interdependence that is being generated because of it.
Ritzer’s article is important in terms of discussing some important changes the society is going through, particularly in America. He points out that with the growth of standardized forms of business around the world, with the popularity of the production line and maintenance of quality, society is inheriting some unhealthy traits. The author defines this in terms of the fast-food chain Mcdonald’s. He points out that the drive for efficiency, calculability, more control, predictability, and replacement of humans by non-human technology to get better results in business is transferring a lot to the way we behave. This has been spreading around the world as McDonald’s-type type corporations establish their roots globally. Hence this drive for greater efficiency and better results at a faster pace is providing some benefits in terms of round-the-clockin banking and other convenient services. However, this sequence of rationality is leading to the irrational by sacrificing quality in products for standardization and putting basic humanity on the back step. The essence of sharing and community socialization through rituals such as the combined dinner table are vanishing which may lead to a mechanical society later on. There is also the great fear of some at the top of the corporations gaining control over the many that become dependent on the standardization they orchestrate and potentially exploiting it for greater profit.
Charles Derber speaks about the growing role of business around the world that is establishing itself globally. Brands such as Nike and other big corporations have established presence all over which makes them important players at the top level. As many of the interests coincide with that of governments, this leads to the establishment of relationships of mutual interest which could potentially be disadvantageous to the many that become dependent upon the standardization brought about by the corporations and this leaves massive room for exploitation. Derber goes even further in terms of saying that this economic relationship between the corporations and governments could soon result in profit becoming the more important objective compared to human welfare and decisions at the top may become skewed in terms of benefiting business more. As the author notes “the vote of the market” may gain increased importance than the vote of the polling booths. As the world nears a point where global brands may become better known than political leaders of various nations, Derber brings to the forefront the question of whether corporate social responsibility can ever function as a suitable alternative to the welfare provided by the state.
Both authors seem to be on tune with regards to the spread of global business and its adverse effects on society. The vision of the people presented in terms of being dependent on the standardized products of multinational corporations and the spread of such behaviors to the populace is strikingly similar between the two. Both also bemoan the decline of traditional rituals that held significant importance before globalization and which formed an important part of society before the need for efficiency and time saving arose. However, one place where Derber differs a bit is in terms of the related corporations may enjoy with governments and its potential harm to the public. He even speaks of a time where corporate social responsibility may be crucial for the provision of important services to society and questions whether this is a route that should be allowed to be taken by global business.
The effects of the phenomena highlighted by Ritzer and Derber could be said to be already very evident in societies around the world. Global brands have assumed greater importance than world leaders and the rapid spread of standardized outlets is leading to acceleration of globalization and thought which could mean one big assimilated world in the future. While this could be advantageous to us, the loss of health, human values, and basic relationships could lead to society taking an extremely mechanical form based on saving time and making money. Already we are being deprived of important family rituals by the pervasive effect of standardization and people are ready to compromise on some crucial aspects of diversity which is healthy for society. The children growing up in this environment will particularly become increasingly dependent on the globally standardized mechanisms in place and may find they are unable to avoid the grips of the system. Important welfare institutions run by the state may also find themselves replaced by those of the corporation which will undoubtedly be based to a great extent on profit. The currents of the forces described could very well lead to the society shown in the animated cartoons “Wall-E” where standardized food, clothing, and practices generate an environment with an obese and unhealthy population completely dependent on the mechanisms in place and without the will or the power to change it.