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In: Explorations in the Sociology of Consumption: Fast Food, Credit Cards and Casinos

Chapter 4: The Process of McDonaldization is Not Uniform: Nor are Its Settings, Consumers or the Consumption of its Goods and Services

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The Process of McDonaldization is Not Uniform: Nor are Its Settings, Consumers or the Consumption of its Goods and Services
The process of mcdonaldization is not uniform: Nor are its settings, consumers or the consumption of its goods and services

The objective in this chapter is to deal with four aspects of the McDonaldization thesis that have often been misrepresented. First, we want to make it clear that McDonaldization is not a uniform process; it has a variety of ‘trajectories’. Second, and relatedly, as a result of varying trajectories, there is great variation in the degree to which settings are McDonaldized; even in the fast-food industry, not all settings are highly and equally McDonaldized. Third, while McDonaldized systems seek to mold consumers so that they behave ...

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