mcdonaldization

mcdonaldization - Rationalization and Identity Modern...

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Rationalization and Identity Modern rationalization, whether positive or negative to society, comes in two major forms: substantive and formal. Introduced by German sociologists Max Weber, rationalization and a system of efficiency, predictability, calculability, and non-human technologies became the goal in which society, organizations, and businesses strive for to be successful economically. Formal rationalization, acting according to calculated and standardized rules and procedures, began to be more important to businesses than substantive rationality, which advocates the ultimate value of ones’ actions. In George Ritzer’s The McDonaldization of Society , Ritzer explains how “workers in McDonaldized systems function efficiently following the steps in a predesigned process.” (Ritzer, 12). In modern society, businesses and companies have strived to create the most efficient system of business by using formal rationality. With the rising obsession with materialism in capitalist society, individualism and the importance of ultimate value and reality is being dehumanized by efficiency, predictability, and image. McDonalds, with the customer and employees, follow a formal rationalization
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mcdonaldization - Rationalization and Identity Modern...

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