Chapter 1: Introduction: McDonaldization and Beyond Next Chapter

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Introduction: McDonaldization and Beyond
Introduction: McDonaldization and beyond

This volume may well not be exactly what the reader is expecting. The nature of the book, and the connotation of the title, might lead one to believe that what will follow is a series of chapters extending, defending and applying the McDonaldization thesis. While there are several chapters devoted to extensions, justifications and applications, this book has turned out to be more of an odyssey that gradually builds upon, but inexorably moves beyond, the McDonaldization thesis. That is not to say that I am abandoning that thesis, but I am using it as a springboard to deal with a wider range of social phenomena and issues.

Previously, I have focused on fast-food restaurants as a fundamental point of ...

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