Beyond the McDonaldization of higher education
DOI link for Beyond the McDonaldization of higher education
Beyond the McDonaldization of higher education book
George Ritzer is recognized as the person who coined the term 'McDonaldization' in the 1980s and through numerous publications spread the concept around the world. Ritzer has cooked up a sociological industry and a popular way of looking at culture. In terms of cultural study, from its origins to the twenty-first century, McDonald's has seemingly landscaped an entirely new world culture. Through its expansion it has established food as a new social and political power broker with consequent communication norms and mores in an increasingly globalized world. It has created its own sign community by a variety of means with its own vocabulary and grammar. McDonaldization is the global force which is affecting all of society in a way not previously explained in the narratives of Post-Fordism and bureaucratization. Ritzer has simply and cleverly McDonaldized Weber's thinking and reduced it to four easily digestible nuggets of thought: efficiency, predictability, calculability and control.