According to George Ritzer, with whom the academic use of the term originates, McDonaldization is “the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world” (Ritzer 1993:1). As such, McDonaldization does not refer to the spread of McDonald's restaurants throughout the world, and nor does it refer to the fact that more and more areas of life are copying McDonald's. It is undoubtedly the case that the latter happens, but it is only part of what Ritzer means by McDonaldization. Instead, McDonaldization refers to the diffusion of the principles that the restaurants exemplify.

Ritzer sees McDonaldization as an aspect of the continuing rationalization of more and more ...

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