In the twenty-first century we have become ingrained in a culture through which McDonaldized systems (through rules, regulations and scripts), have ultimately come to threaten the ability of those involved to think intelligently (Ritzer, 1998). It is clearly dehumanizing to find oneself mindlessly functioning like a robot within corporately structured systems. Chipotle's advertisement (2013), promotes themselves as a company that has been able to detach from the demanding, hegemonic structure, which further promotes an image of the company that is not “real” or “true”.
McDonaldization of the food industry and the lack of control a person has over what is in the food they eat has created a runaway juggernaut. Chipotle (2013), gives insight towards …show more content…
The scarecrow begins to see himself in a world filled with deception and being constantly observed by corporate watch birds. Through substantial rationality, he is able to reflect on his place in society and use his agency to change the output of food. Postmodernism represents an era in which all knowledge has been reduced to particularized narratives that make it difficult to make definitive truth claims about any of them (Lyotard, 1979). Chipotle (2013), attempts to demonize all producers, large and small, that relate to businesses that work to feed the population. They do this in order to selfishly enhance their image and transform individual’s knowledge. The relationship of the suppliers and the users if knowledge, are tending towards a relationship of commodity producers and consumers (Lyotard, 1979). Knowledge is produced to be sold, and will be consumed in order to be valorized in a new production, with a driven goal of exchange. Chipotle’s (2013), commercial is a play of illusions and phantasms: scarecrows, corporate crows and animations. Further, creating a hyper reality around the food …show more content…
What the chain is really trying to do is cement their status as the whole foods of fast food. With increasing human populations, essentially all of those mouths are going to get fed via industrial farming. Chipotle is promoting itself to bring revenue, in order to survive in our current capitalist society. Regardless of the reality it is trying to promote, it is economic interests that impel McDonaldization. Chipotle is a nationwide fast food company owned by wealthy individuals that have independently come to recognize that they stand to profit handsomely from incorporating McDonaldized processes. Postmodern ideals are employed in this commercial through simulated interactions and products, instead of “real” human interaction and “authentic
McDonaldization of the food industry and the lack of control a person has over what is in the food they eat has created a runaway juggernaut. Chipotle (2013), gives insight towards …show more content…
The scarecrow begins to see himself in a world filled with deception and being constantly observed by corporate watch birds. Through substantial rationality, he is able to reflect on his place in society and use his agency to change the output of food. Postmodernism represents an era in which all knowledge has been reduced to particularized narratives that make it difficult to make definitive truth claims about any of them (Lyotard, 1979). Chipotle (2013), attempts to demonize all producers, large and small, that relate to businesses that work to feed the population. They do this in order to selfishly enhance their image and transform individual’s knowledge. The relationship of the suppliers and the users if knowledge, are tending towards a relationship of commodity producers and consumers (Lyotard, 1979). Knowledge is produced to be sold, and will be consumed in order to be valorized in a new production, with a driven goal of exchange. Chipotle’s (2013), commercial is a play of illusions and phantasms: scarecrows, corporate crows and animations. Further, creating a hyper reality around the food …show more content…
What the chain is really trying to do is cement their status as the whole foods of fast food. With increasing human populations, essentially all of those mouths are going to get fed via industrial farming. Chipotle is promoting itself to bring revenue, in order to survive in our current capitalist society. Regardless of the reality it is trying to promote, it is economic interests that impel McDonaldization. Chipotle is a nationwide fast food company owned by wealthy individuals that have independently come to recognize that they stand to profit handsomely from incorporating McDonaldized processes. Postmodern ideals are employed in this commercial through simulated interactions and products, instead of “real” human interaction and “authentic