Bureaucratic organizations stand for the process of rationalization and the structure they inflict on human interaction and thinking intensifies the process, leading to a more and more rationalized world (Keel 2010). Ritzer critically analyses the impacts of social structural transformations on human interaction and identity (Keel 2010). He stresses that in the later part of the 20th century, the social structures of the fast-food restaurant has become the “ organizational force” that broadened the process of rationalization further to the dimensions of interaction and individual identity (Keel 2010). Ritzer stresses that the five themes within this McDonaldisation process are Efficiency, Calculability, Predictability, Increased Control, and the Replacement of Human by Non-human Technology, as well as the “ irrationality of rationality” (Keel 2010).
Efficiency pertains to choosing the means of production that was rapidly and uses the least cost or effort (Keel 2010). Calculability concentrates on factors that have to be calculated, counted, and measured (Keel 2010). Quantification tends to stress quantity over quantity, hence leading to mass production (Keel 2010). Quality becomes equal to quantity, such as quota (Ritzer 1994, p. 142 cited in Keel 2010).
Predictability means decreasing potential differences in the delivery of services or goods (Keel 2010). “ A Big Mac is a Big Mac is a Big Mac” wherever it is served (Keel 2010). Increased control and the substitution of human by non-human technology are deeply connected (Keel 2010). Ritzer combines the two McDonaldisation process: “ .these two elements are closely linked. Specifically, replacement of human by nonhuman technology is often oriented towards greater control. The great source of uncertainty and unpredictability in a rationalizing system are people-either the people who work within those systems or the people who are served by them” (Ritzer 1994, p. 148 cited in Keel 2010).
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