In this book, one of the leading social theorists and cultural commentators of modern times, turns his gaze on consumption. George Ritzer, author of the famous McDonaldization Thesis, demonstrates the irrational consequences of the rational desire to consume and commodify. He examines how McDonaldization might be resisted, and situates the reader in the new cultural spaces that are emerging in society: shopping malls, casino hotels, Disneyfied theme parks and Las Vegas -- the new `cathedrals of consumption' as he calls them. The book shows how new processes of consumption relate to globalization theory. In illuminating discussions of the work of Thorstein Veblen and the French situationists, Ritzer unearths the roots of problems of consumption in older sociological traditions. He indicates how transgression is bound up with consumption, through an investigation of the obscene in popular and postmodern culture.
Chapter 4: 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 ...