The Protestant Ethic and the Spirit of Capitalism Essay

1294 Words 6 Pages
' 'McDonaldization of Society' the current exemplar for future developments in rationalization.' Ritzer (2005) introduced Weber's (1958) theory of rationalization in which Weber believed that the modern society is being rationalized. Ritzer (2005) then specified 5 essential components in the theory. Those are efficiency, predictability, calculability, substitution of non-human for human technology, and control over uncertainty. He noted that McDonaldization is not only influencing the operation of the fast food industry in America, but also the other aspects of society, including family, travel and leisure, and even to the rest of the world.

When enjoying the benefits being brought, it is also vital that people should not be
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'Companies were bloated, over-sized; they owned too much, employed too many people and were weighted down with too many things. ' She said, suggesting that the core business strategies of these MNCs are not producing the goods anymore. Instead, building up brand fame is the latest marketing tactics.

Klein (2000) claimed that this branding process is indeed the root of protest as young people realize this as an invasion of young identity. Hence, this leads to the establishment of anti-corporate movements as well as against capitalism. Chapman (2002) further developed Klein's ideas and investigated into how corporations infect culture. Several principles depict the situation, such as the use of logo and sponsorship of cultural events. At the end part of the article, Chapman also realised the consequences of excessive branding, which would be discussed later on.

According to Ritzer (2005), McDonaldization is defined as the process by which principles of fast food restaurants have come to dominate virtually every aspect of society. Efficiency allows corporations to search for optimum scale and maximise profits, which is the most wanted goal for the business. The widespread use of nonhuman technology, in replacement of human labours, helps to eliminate uncertainty. Often people can have acts in unanticipated ways, but non-human technology ease this apprehension as they are instructed by programs. As a result, the business tend to use technology as they produce

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