‘Macdonaldization’ is a term coined by sociologist George Ritzer.
Based on Webbers idea of Rationalisation, Ritzer suggests that Macdonaldization refers to the idea that in the later part of the twentieth century, the socially structured form of the fast food restaurant has become the organization force extending the process of rationalization further into the realm of everyday interaction and individual identity.
The four key ideas of Macdonaldization are;
Efficiency
Supermarkets – self serve check out
Food outlets – self serve salad bars, drive throughs
Newspapers – the journalists and photographer are now the consumer
We pay for the privilege
Calculability
Calculated & Controlled
Quantified
Quantity above quality
Predictability
Structure the environment – every store looks the same
Same produce
Lives are structured and controlled
People are living on auto pilot
Control
Non human technology replaces the human
In Ken Roaches film, I Daniel Blake, this theory plays out in terms of key idea four; Control and the loss of the human.
David Johns plays Daniel Blake, a 59 year old carpenter who cannot work due to a heart attack and his journey through the red tape of the welfare system.
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