George Ritzer's McDonaldization thesis argued that contemporary life is succumbing to the standardization, flexibility and practicability of fast-food service. This book brings together specially commissioned papers by leading social and cultural analysts to engage in a critical appraisal of the thesis. The contributors discuss the roots of the thesis, the rationalization of late modern life, the effects of increasing cultural commodification, the continuing prominence of American cultural and economic imperialism and the impact of globalization on social and cultural life. The strengths and weaknesses of the McDonaldization thesis are clearly evaluated and the irrational consequences of rationalization are pinpointed and critically

The McDonaldization of Sport and Leisure

The McDonaldization of Sport and Leisure

The McDonaldization of sport and leisure
DavidJary

One great team supporting another …

(Strapline advertising McDonald's sponsorship of the English soccer team Ipswich Town's ‘Football in the Community’ scheme)

There is a rising awareness of the ‘infiltration’ of capital into areas of life which until now were sheltered from it by tradition.

(Habermas, 1979: 76)

It is the opening ceremony of the Atlanta Olympic Games. There comes into view the Olympic flame, the central symbol of the cultural continuity between the original games in ancient Greece and the modern games. But on closer inspection the flame is burning brightly within a large McFries box, thus confirming one key element of Ritzer's ‘McDonaldization of society’ thesis, namely that:

Since its proliferation in the late 1950s. McDonald's (to ...

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