The McDonaldization of Society

INTRODUCTION TO SOCIOLOGY

Sociology 1010

Robert Keel, Instructor

George Ritzer has taken central elements of the work of Max Weber, expanded and updated them, and produced a critical analysis of the impact of social structural change on human interaction and identity. The central theme in Weber's analysis of modern society was the process of Rationalization; a far reaching process whereby traditional modes of thinking were being replaced by an ends/means analysis concerned with efficiency and formalized social control. For Weber, the archetypical manifestation of this process was the Bureaucracy; a large, formal organization characterized by a hierarchical authority structure, well-established division of labor, written rules and regulations, impersonality and a concern for technical competence. Bureaucratic organizations not only represent the process of rationalization, the structure they impose on human interaction and thinking furthers the process, leading to an increasingly rationalized world. The process affects all aspects of our everyday life. Ritzer suggests that in the later part of the Twentieth Century the socially structured form of the fast-food restaurant has become the organizational force representing and extending the process of rationalization further into the realm of everyday interaction and individual identity. McDonald's serves as the case model of this process in the 1990's.

...McDonaldization,...is the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world. (Ritzer, 1993:1)

How Far Has It Gone (local)?

Since 1955 McDonald's has grown to 31,967 outlets worldwide (Ritzer 2011:2)(local) (Der Nrnburger, 2010).The central concepts employed in the fast-food industry have spread to all types of restaurants. Everything from pizza to lobster, from ice cream to bread, from alcohol to fried chicken is dominated by the Chain mentality.

We no longer have to go to the chains. They have come to us. They are in the suburbs, the central cities, the malls, our schools and military bases, our hospitals and airports, even our airplanes and ballparks. They dominate our highway interchanges-every exit looks the same.

It's not only the food industry that represents this process of McDonaldization. Toy stores (Toys R Us), Bookstores (B. Dalton's), Newspapers (USA Today), child care (Kinder Care), learning (Sylvan Learning Centers) and a host of others have followed.

"In the 1980s and 1990s McDonaldization has extended its reach into more and more regions of society, and those areas are increasingly remote from the heart of the fast-food business." (Ritzer 1994:137)

Each new spin-off serves to further extend the process. The "news bites" of USA Today have changed the way most local papers present the news, perhaps even the way we see and hear the news on TV-take a look at Headline Network News. And even the way "news" is constructed-work of PR managers and press releases.

Ritzer outlines five dominant themes within this McDonaldization process: Efficiency, Calculability, Predictability, Increased Control, and the Replacement of Human by Non-human Technology.

Efficiency

Efficiency means the choosing of means to reach a specific end rapidly, with the least amount of cost or effort. The idea of efficiency is specific to the interests of the industry or business, but is typically advertised as a benefit to the customer. Examples are plentiful: the drive-up window, salad bars, fill your own cup, self-serve gasoline, ATM's, Voice Mail, microwave dinners and supermarkets (versus the old-time groceries where you gave your order to the grocer). The interesting element here is that the customer often ends up doing the work that previously was done for them. And the customer pays for the "privilege." We end up spending more time, being forced to learn new technologies, remember more numbers, and often pay higher prices in order for the business to operate more efficiently (maintain a higher profit margin).

Calculability

"(this) involves an emphasis on things that can be calculated, counted, quantified. Quantification refers to a tendency to emphasize quantity rather than quality. This leads to a sense that quality is equal to certain, usually (but not always) large quantities of things." (Ritzer 1994:142)

Examples of this element include: the "Big Mac," the Whopper," "Big Gulp," Wendy's "Biggie Meals," food sold by its weight--Taco Bell's 8 ounce burrito. Another manifestation relates to time-quicker is better. "Lose weight fast," microwaving allows for "spending less time in the kitchen," and in news reporting; no details to slow you down. A further extension involves the credentialing process. Status, capability and competence are assumed to be related to the number of initials one lists behind one's name or the number of pieces of paper we have hanging on our office walls.

Predictability

Predictability refers to the attempt to structure our environment so that surprise and differentness do not encroach upon our sensibilities. Rational people need to know what to expect. They want to be sure that the fun, satisfaction, taste, and benefits they received last week in Cincinnati will be repeated next week in San Diego. A Big Mac is a Big Mac is a Big Mac.

The movie industry builds upon this concept by churning out sequel after sequel. The spin-off series in television programming, or the success of authors like Tom Clancy, also represent the importance of predictability: We get to follow our favorite characters and the publishers and producers can be assured of a predictable profit.

Shopping is predictable in the mall, the same stores, often the same layout, enclosed and protected from the unpredictable weather. Our lives are structured and controlled; we go through the motions on auto-pilot.

Control Through the Substitution of Nonhuman for Human Technology

Ritzer's discussion combines these last two elements of the McDonaldization process.

...these two elements are closely linked. Specifically, replacement of human by nonhuman technology is often oriented towards greater control. The great source of uncertainty and

unpredictability in a rationalizing system are people-either the people who work within those systems or the people who are served by them. (Ritzer 1994:148)

Everything is pre-packaged, pre-measured, automatically controlled. The human employee is not required to think, just follow the instructions and push a button now and then. At home, our ovens and probes tell us when our food is done, seasoning is premixed, or the meal comes complete in one convenient package.

Checkers at the supermarket don't have to think either, just scan the barcode (we've already weighed and labeled the produce). "The next step in this development is to have the customer do the scanning,..." (Ritzer 1994:150). The scanners are replacing the checkers, but they also allow for more control over the customer; prices are no longer on the items we buy so we have less ability to oversee our spending and the accuracy of the store's charges. We accept the "infallibility" of the computerized check-out.

Airplanes are already under the control of computers, pilots merely oversee the process. Soon automobiles will follow suit-already diagnostic modules "tell" mechanics what components need to be replaced (note: there is little repair that takes place).

What this means is that the skills and capabilities of the human actor are quickly becoming things of the past. Who we are and how we interact is becoming defined by our dependence upon and subordination to the machine.

The Irrationality of Rationality

Although there have been many benefits and conveniences that are related to this process of McDonaldization: variety, round-the-clock banking and shopping, and often speedier service; there is a certain sense that these rational systems tend to turn in on themselves, to lead to irrational outcomes.

"Most specifically, irrationality means that rational systems are unreasonable systems. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them." (Ritzer 1994:154)

The lines at the fast-food restaurants can be very long, and waiting to get through the drive-thru can even take longer than going inside. These rational system don't save us money; we might spend less, but we do more work. The food we eat is often less nourishing, loaded with stabilizers and flavor enhancers, fats, salt and sugar. This contributes to the health problems of our society, a definitely "antihuman" component. As our children grow up within these systems, they develop habits which insure our increasing dependency upon the systems. The packaging used in fast food industry pollutes the environment. And the family: part of its solidarity and integrity was centered around the family meal:

The communal meal is our primary ritual for encouraging the family to gather together every day. If it is lost to us, we shall have to invent new ways to be a family. It is worth considering whether the shared joy that food can provide is worth giving up. (Visser, 1989:42; in Ritzer, 1994:156)

Microwavable foods and fast-food restaurants allow us to eat what we want, when we want it. The ritual of cooking, eating together, and sharing is fading from the American family.

Two final problems are worth noting. How long will it be before these rational systems evolve beyond the control of people. How much of our lives are already subject to their influence and control. What happens when the people who control the systems succumb to being controlled?

And, as these systems expand and develop interdependencies amongst themselves-both nationally and internationally, the possibility of a small number of individuals exercising tremendous control over the people dependent upon the systems becomes increasingly realistic. Perhaps a Brave New World is already in the making. What do you THINK?

Americanization is the influence of the United States on the popular culture, cuisine, technology, business practices, or political techniques of other countries. The term has been used since at least 1907.[1] Within the U.S., the term most often refers to the process of acculturation by immigrants to American customs. Critics sometimes give "Americanization" a negative connotation because they perceive as negative the far-reaching American influence in many countries, and may fear the loss of local customs and traditions. Media and popular culture Hollywood, the American film and television industry, dominates most of the world's media markets. It is the chief medium by which people across the globe see American fashions, customs, scenery and way of life. U.S.-based TV programs are re-broadcast around the world. Many of them through American broadcasters and their subsidiaries (such as HBO Asia, CNBC Europe and CNN International). Many of these distributors broadcast mainly American programming on their TV channels. According to a recent survey by the influential British broadcast media magazine Radio Times, The Simpsons, Lost and Desperate Housewives are among the most watched TV shows, with CSI being the most watched show among the surveyed 20 countries.[2] American films are also extremely popular around the world, often dominating cinemas. Adjusting for inflation, the highest grossing film of all time is Gone with the Wind. Often part of the negotiating in free trade agreements between the U.S. and other nations involves screen quotas. One such case is Mexico, which abolished their screen quotas following the establishment of the North American Free Trade Agreement (NAFTA) with the U.S.[3] Recently South Korea has agreed to reduce its quota under pressure from the U.S. as part of a free trade deal.[4] Many U.S.-based artists, such as Elvis Presley and Michael Jackson are recognized worldwide and have sold over 500 million albums each.[5] Michael Jackson's album Thriller, at 100 million sales, is the best-selling album of all time.[6 American business and brands A kosher McDonald's in Ashkelon, Israel.

Of the top ten global brands, seven are based in the United States.[7] Coca-Cola, which holds the top spot, is often viewed as a symbol of Americanization, and has vending machines in over 200 countries worldwide.[8] Fast food is also often viewed as being a symbol of U.S. influence. Companies such as Starbucks, McDonald's,[9] Burger King, Pizza Hut, KFC and Domino's Pizza among others have numerous outlets around the world. Starbucks store in Insadong, Seoul, South Korea written in Hangeul script Starbucks Coffee () in Xian, China

Many of the world's biggest computer companies are also U.S. based, such as Microsoft, Apple, Dell and IBM, and much of the software bought worldwide is created by U.S. based companies. Carayannis and Campbell note that "The USA occupies, also in global terms, a very strong position in the software sector."[10]

In Germany in the 1920s, the American efficiency movement was called "rationalization" and it was a powerful social and economic force. In part it looked explicitly at American models, especially Fordism.[11] "Rationalization" meant higher productivity and greater efficiency, promising science would bring prosperity. More generally it promised a new level of modernity and was applied to economic production and consumption as well as public administration. Various versions of rationalization were promoted by industrialists and Social Democrats, by engineers and architects, by educators and academics, by middle class feminists and social workers, by government officials and politicians of many parties. As ideology and practice, rationalization challenged and transformed not only machines, factories, and vast business enterprises but also the lives of middle-class and working-class Germans.[12] Visibility

During the 15 years from 1950 to 1965, American investments in Europe soared by 800% to $13.9 billion, and in the European Economic Community rose 10 times to $6.25 billion. Europe's share of American investments increased from 15% to 28%. The investments were of very high visibility and generated much talk of Americanization. Even so American investments in Europe represented only 5% of the total European investment and American-owned companies in the European Economic Community employ only 2 or 3% of the total labor force. The basic reason for the U.S. investments is no longer lower production costs, faster economic growth, or higher profits in Europe, but the desire to maintain a competitive position based largely on American technological superiority. Opposition to U.S. investments, originally confined to France, later spread to other European countries. Public opinion began to resent American advertising and business methods, personnel policies, and the use of the English language by American companies. Criticism was also directed toward the international currency system which was blamed for inflationary tendencies as a result of the dominant position of the U.S. dollar.[13] However by the 1970s European investments in the U.S. increased even more rapidly than vice versa, and Geir Lundestad finds there was less talk of the Americans buying Europe.[14]

Additionally, foreign cities have fallen sway to Americanization as observed in large metropolitan centers such as Monterrey, Mexico.[15] Historiography

Berghahn, (2010) analyzes the debate on the usefulness of the concepts of 'Americanization' and 'Westernization'. He reviews the recent research on the European-American relationship during the Cold War that has dealt with the cultural impact of the United States upon Europe. He then discusses the relevant work on this subject in the fields of economic and business history. Overall, the article tries to bring out that those who have applied the concept of 'Americanization' to their research on cultural and/or economic history have been well aware of the complexities of transAtlantic relations in this period, whether they were viewed as a two-way exchange or as a process of circulation.[16]

Makanan Segera: Buruk Untuk Kesihatan Thursday, 24 June 2010 17:16

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Makanan proses atau lebih mudah dipanggil makanan segera kurang baik untuk kesihatan. Ini kerana ia mengandungi hanya sedikit khasiat pemakanan. Jika dijadikan hidangan yang dinikmati sekalisekala, makanan itu kurang memudaratkan. Tetapi jika terlalu kerap diambil, ia boleh menimbulkan kesan buruk dari segi pemakanan.

Tanpa disedari, ia akan mendedahkan seseorang kepada pelbagai penyakit. Antaranya ialah kerosakan gigi, sembelit, obesiti dan tekanan darah tinggi, pembuluh darah tersumbat, penyakit jantung malah mungkin kanser usus besar. Apakah makanan proses atau manakan segera ini? Makanan proses atau segera adalah komponen makanan yang boleh dimakan terus tanpa perlu memasaknya terlebih dahulu. la mungkin makanan dalam tin, makanan berasaskan corak pemakanan barat seperti burger dan hot dog, makanan sejuk beku dan sebagainya.

Keperluan kepada makanan segera begini semakin ketara hari ini kerana masyarakat kini lebih cenderung untuk bergerak cepat setiap masa. Bebanan kerja dan ingin melakukan segala-galanya dengan pantas mendorong sebilangan orang menjadikan makanan segera sebagai pilihan. Lagi pun makanan segera begini cukup mudah untuk diperolehi . Kunjungi sahaja mana-mana restoran 'fast food', pesan makanan yang digemari dan tidak sampai lima minit hidangan akan sampai terus ke meja.

Bagi makanan dalam tin atau sejuk beku pula, orang ramai boleh membelinya secara pukal di pasaraya. Jika tiada masa, makanan itu dibuka dan dimakan terus atau dipanaskan sekejap. Dalam masa tidak sampai dua minit, makanan boleh terus dijamah. Berbeza dengan cara biasa yang selalu dilakukan, kita mengambil masa tidak kurang setengah jam untuk mulai menanak nasi, menumbuk sambal dan menggoreng ikan.

Makanan segera banyak aditif Salah satu sebab mengapa makanan segera kurang baik untuk kesihatan ialah kerana kandungan aditifnya yang berlebihan. Aditif adalah bahan kimia yang dicampurkan ke dalam makanan dan ubatubatan bagi tujuan meningkatkan kualiti, menambahkan keenakan dan memantapkan kesegaran. Penggunaan aditif sebenarnya bermula sejak ratusan tahun lalu. Aditif yang bertindak sebagai pewarna telah digunakan untuk memberi warna kuning kepada mentega sejak kurun ke-14 lagi.

Contoh lain aditif ialah bahan-bahan campuran yang diberi nama huruf awal "E", seperti E101 (Riboflavin), E123 (Amaranth), E211 (Natrium Benzoate), E249 (Kalium Nitrit), E322 (Lesitin) dan sebagainya. Selain itu, makanan segera ini lazimnya banyak mengandungi perasa seperti monosodium glutamate (MSG). Pada asalnya, bahan ini diasingkan daripada sejenis rumpai laut. Sekarang MSG boleh diperoleh daripada kanji, gula, jagung, tebu atau lobak bit. Kesan sampingan yang sering dikaitkan dengan MSG adalah pelbagai. Tanda-tanda sindrom ini termasuk panas badan di bahagian tengkuk dan belakang tubuh, serta perasaan tertekan di bahagian dada dan muka. Walaupun demikian, kajian saintifik gagal membuktikan bahawa kesemua gangguan-gangguan ini disebabkan secara langsung oleh MSG. Sebaliknya kajian tersebut mendapati kesan sampingan buruk hanya dialami segelintir pengguna yang alah terhadap MSG. Justeru itu MSG tetap dianggap selamat dan sesuai digunakan sebagai aditif makanan.

Lemak Berlebihan Selain itu, makanan segera sangat terkenal dengan kandungan lemaknya yang berlebihan. Sebagai contoh, sebiji burger mengandungi sebanyak 35% atau mungkin lebih lemak. Manakala, kentang goreng dikatakan lebih baik dari segi khasiat daripada ban yang diperbuat daripada tepung putih halus tetapi ia direndam dalam lemak, biasanya lemak tepu yang menggalakkan penyakit jantung di antara 11 dan 16 g lemak. Bagi keju yang dihiaskan di atas makanan, ia bermakna lebih banyak lemak. Malahan ia bukanlah keju sebenar tetapi cebisan-cebisan keju bercampur garam, gula, pengemuisi, asid laktik, pengawet, pewarna dan bahan penambah lain. Lemak dan garam yang berlebihan pula boleh menyebabkan tekanan darah tinggi dan penyakit-penyakit lain yang berkaitan dengannya.

Tiada Zat Ramai yang tidak menyedari bahawa makanan segera hanya mengandungi hanya sedikit kalori dan tiada zat. la mampu mengenyangkan perut dan memberi bahan bakar untuk digunakan oleh tubuh. Bagi kanak-kanak, pengambilan kalori kosong sebagai makanan snek boleh menyebabkan kurang selera terhadap makanan lain yang mempunyai khasiat yang banyak dan sangat diperlukan oleh badan. Kanak-kanak perlu dielakkan memakan makanan yang manis seperti kek, gula-gula dan air sirap, air berkarbonat kerana ia tidak mengandungi kalori. Makanan begini hanya mengisi ruang perut mereka sahaja dan ini menyebabkan mereka menolak manakan berkhasiat lain.

Untuk menunjukkan kepada anda kandungan sebenar makanan segera, di sini disenaraikan makanan ringan (snek) yang biasa anda pesan di sesebuah restoran:

Burger daging: Mengandungi 4 gram lemak tulen. la membekalkan protein, zat besi, vitamin B12. Sedikit serat tetapi banyak penambah kimia.

Ayam goreng: Kaya dengan lemak (hampir 60% kalori diperoleh dari lemak). Banyak garam. la membekalkan protein, niasin dan vitamin B6. Bahan yang menyalutkannya mengandungi MSG dan pewarna kimia.

Kentang goreng: Ubi kentang membekalkan protein dan vitamin C. Terlalu banyak lemak dan garam. Warna keemasannya adalah tiruan.

Susu kocak; Susu ini bercampur udara dan air. Proses ini memerlukan bahan pemekat kimia, penstabil dan pengemuisi. la juga mengandungi perisa dan pewarna kimia. Susu membekalkan protein dan kalsium dan lapan sudu teh gula di dalam bekas yang sederhana besarnya.

Minuman berasaskan Kola: Amat kaya dengan gula (bekas besar mengandungi 14 sudu teh gula. Pewarna kimia dan kafein. Nilai makanannya kosong.

Garam Secara purata seseorang itu memeriukan tidak lebih daripada lima gram atau satu sudu teh sehari. Kebanyakan jumlah ini terdapat di dalam makanan secara semula jadi. Menurut satu kajian oleh Suruhanjaya Makanan London, sebiji burger boleh mengandungi dua hingga tiga gram garam.

Gula Kebanyakan makanan segera amat manis. Bahan pemanis berkalori rendah aspartam, pernah dilaporkan membawa kesan sampingan mudarat kepada pengguna. Tetapi pemerhatian berterusan pihak Pentadbiran Makanan dan Dadah Amerika Syarikat selama lebih sepuluh tahun gagal memperoleh bukti kukuh tentang kesan bahaya bahan ini. Demikian juga halnya dengan sesetengah aditif makanan yang dicampurkan ke dalam makanan ringan untuk kanak-kanak dan remaja.

Serat

Serat terkandung di dalam buah-.buahan, sayur-sayuran, bijirin dan kekacang yang memainkan peranan penting di dalam perut. Sesetengah serat melegakan sembelit atau baik dalam penyerapan kolesterol, dengan itu membantu mengurangkan kolesterol di dalam darah. la juga membantu mencegah penyakit jantung dan sesetengah kanser terutamanya usus. Makanan segera begitu banyak diproses dan ia hampir tidak mengandungi serat. Serat tidak terdapat di dalam burger ikan dan ayam. Ban biasanya kurang serat, jika ia berwarna putih dan manis. Hanya ban yang mengandungi kepingan-kepingan salad sahaja yang mengandungi sedikit serat.

Vitamin dan zat galian Jangan terpedaya dengan dakwaan tentang vitamin dan zat galian di dalam makanan segera. Memang benar bahan-bahan itu terdapat di dalamnya tetapi tidak mencukupi memandangkan sejumlah besar lemak, garam dan kalori anda makan pada masa yang sama. Terdapat sedikit zat besi di dalam burger, kalsium di dalam keju dan susu, vitamin C di dalam kentang goreng. Namun, kandungan semua zat pemakanan ini tidak mencukupi dan terlalu sedikit.

Kesimpulannya, makanan segera bukanlah pilihan makanan yang terbaik kerana kandungannya yang tidak berkhasiat. Sebaliknya, kita semua digalakkan memakan makanan yang segar seperti buahbuahan dan sayur-sayuran yang tidak dimasak lama. Ini lebih menyihatkan dan baik untuk kesihatan manusia dalam jangka masa yang panjang. Last Updated on Thursday, 24 June 2010 17:21

HPM 2011

MAKANAN SEGERA YANG BERLELUASA PDF Written by Administrator Saturday, 20 March 2010 05:09

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Di rantau Asia, restoran makanan segera muncul di merata-rata tempat, dan perniagaan restoran makanan segera juga berkembang secara besar-besaran di Kuala Lumpur. Kita dapat menjejaki restoran makanan segera di setiap penjuru bandaraya Kuala Lumpur.

Makanan segera memang telah menjadi satu budaya di Malaysia, dan ia tidak dapat dipisahkan dengan kehidupan orang ramai. Kebanyakan orang bergantung pada makanan segera untuk sarapan, makan tengah hari atau makan malam mereka.

Di samping itu, untuk beradaptasi ke budaya tempatan, sesetengah pengusaha restoran makanan segera akan mengeluarkan citarasa tempatan seperti rasa pedas atau rasa tomyam yang disukari penduduk Malaysia. Ini telah menyebabkan berkeluasan makanan segera di Malaysia terutamanya di kalangan remaja.

Pengusaha restoran makanan segera bukan sahaja menubuhkan restoran di sini, tetapi mempromosikan budaya luar negara yang sememangnya tidak sesuai dengan budaya negara kita. Mereka sering menjual makanan berkalori tinggi yang tidak sihat, yang mungkin keperluan bagi penduduk di negara sejuk, tetapi bukan di negara kita.

Bagi penduduk Malaysia, pengambilan makanan segera yang berlebihan telah mengakibatkan masalah obesity dan kegemukan. Mengikut statistik yang ditunjukkan, obesiti di kalangan penduduk Malaysia yang berusia 18 tahun ke atas meningkat tiga kali ganda daripada 4.4 peratus pada 1996 kepada 14 peratus pada 2006.

Berdasarkan kepada kajian yang dijalankan oleh Kementerian Kesihatan, kadar kegemukan dan obesiti di Malaysia adalah tinggi berbanding negara-negara lain di rantau ini. Di Malaysia, 4 orang daripada 10 orang dewasa mengalami masalah kegemukan ataupun obesiti. Obesiti telah menjadi punca masalah kesihatan di Malaysia. Obesiti berkait dengan kebanyakan masalah kesihatan di kalangan kanak-kanak dan remaja. Akibatnya, kes-kes penyakit kronik meningkat di kalangan rakyat.

Beberapa minggu dulu, Korea Selatan telah mengisytiharkan usaha untuk melarang pengiklanan makanan segera pada waktu tayangan program kanak-kanak di media telesyen. Initiatif daripada kerajaan Korea Selatan untuk menangani masalah kegemukan dan obesiti di kalangan rakyat.

Kajian telah menunjukkan bahawa iklan komersial sememangnya mempunyai pengaruh yang besar dalam pemilihan makanan di kalangan kanak-kanak serta remaja. Jadi, ushasa kerajaan untuk melarang pengiklanan makanan segera terus kepada mereka merupakan satu langkah pencegahan untuk menjaga kesihatan mereka.

Sam Wong Persatuan Pengguna-Pengguna Standard Malaysia