George Ritzer's Theory of McDonaldization: A Modern Weberian Theory?

Max Weber's theory of rationalization is a very widely studied theory in sociology. His theory used the model of bureaucracy to represent the changing ways of society. Rationalization, as described by Weber, is the process of substituting logically consistent rules for traditional or illogical rules. The process takes tasks and breaks them down to the smallest possible level, and what seemed to be a practical and logical idea when looking at the big picture, is actually quite ridiculous when applied on a smaller scale. The result of rationalization is often a too predictable outcome with all aspects controlled, that is measured solely by the quantity of production. Weber describes four types of rationality: practical, which is found in normal daily activities; theoretical, which is a more cognitive rationalization; substantive, which notes "clusters of values" that are used for guidance in day-to-day living; and formal, which is the use of rationalization on a large global scale. Weber focused mostly on the substantiative and the formal rationalities, which he felt were applicable to his theory.

According to Weber, bureaucracy is the ultimate model of formally rational supremacy. Bureaucracies are forces that push toward a specific ending, and try to dictate over the means to this end. They are very predictable, in both work process and work production. Decisions are made only in the top positions, and those working below are forced in the directions decided by those at the top. Bureaucracies are more concerned with the quantity of production than the quality of the product. To Weber, this system was inefficient and hopelessly flawed.

George Ritzer has developed similar feelings for a more modern system, fast food chains. He brings Weber's theory of rationalization up-to-date and uses the model of fast food chains to apply Weber's ideas to modern society. Ritzer sees no decline in rationalization since the years when Weber developed his original theory. In fact, Ritzer is quite certain that not only has rationalization continued through the years, but it has heightened to an accelerated pace. The most obvious example of this that anyone in our society can relate to is the growth and rationalization of the fast food industry.

In the past few decades, fast food chains such as McDonalds have exploded across the country and even across the world. But not only have these businesses expanded, they have also affected the way other businesses are run. McDonalds has become an icon for all industries struggling to make it in a competitive world. At a quick glance it would seem that McDonalds has it all. They are efficient, predictable, and controlled businesses that produce great quantities of fast food on a daily basis. However, Ritzer explains that these four elements of McDonalds are not as positive as they first look.

Although the company is extremely profitable because of its efficiency, predictability, calculability and control, it is inevitability flawed by these same qualities. The efficiency of McDonaldization can be described as the "choice of the optimum means to and end". By hearing this definition it would seem that efficiency would be a positive quality for this company, but a closer look should be taken. In McDonaldization, efficiency is only positive for those making the profits. Consumers are actually put to work to save time for employees, and every minute saved by making consumers fill their own drinks, stand in line, or clean up after themselves, is another profitable minute for the company. This phenomenon has soared across the business market, with companies slyly forcing the public to provide free labor, from pumping their own gas to self-served banking.

Calculability is another flawed dimension of McDonaldization. McDonaldized institutions consistently give up standards of quality to reach certain quantified goals. In other words, they give up courtesy services in favor of making a quick buck. In McDonald's restaurants this is most obviously seen through the self-proclaimed "Big Macs" and "Biggie size" drinks and meals. Their message is that these greater quantities are equal to greater quality. This message has spread to other institutions, from other fast food chains to the number of credentials personnel possess or the publications by certain institutions. It seems like across the countryeveryone is trading in quality work for what appears to be greater.

Predictability is another misconstrued aspect of the McDonalds Company and McDonaldized institutions. People in society are now concerned with predictability to the point that it seems as if society is begging to stay between the proverbial lines. Society has whitewashed all unique characteristics that once colored our movies, malls, dinners, houses and campsites.

Lastly, McDonaldized institutions exhibit increased control that maims the quality of their production. By replacing humans with technology, businesses have discovered ways to crank out cookie-cutter products in record time. Technology now has control in areas where humans were unpredictably blemished. Increased control can work wonders for the quantity of production, but it also severely inhibits the variations that were once welcome in society. In essence, too much control makes businesses run too easily.

Ritzer briefly describes some of the advantages of McDonaldization. These advantages include the ability to customize our meals when we are a part of the production process, and the many conveniences that technology has provided. However, he also elaborates on his opinion that McDonaldization is practically ruining our country. According to Ritzer, rational systems created by McDonaldization are not cheaper, they force the consumers to give unpaid labor, and they are actually not efficient. The fast food industry has created numerous problems in society, including obesity and nutritional issues, excessive trash, and the pull on family life.

Ritzer concludes his comparison of rationalization and McDonaldization by describing how he feels that rationalization has accelerated and spread since Weber's time. One disturbing point he emphasizes is that not only has rationalization sped up, but the institutions that were originally rationalized in Weber's day have remained rationalized as well. The issue of rationalization is just as or more prevalent in institutions today as in Weber's time, as shown by the model of McDonaldization.