The ubiquitous golden arches of McDonalds are recognizable worldwide and for many represent the pillars of democracy and free enterprise of America. However, in recent times, much infamy has fastened itself to the McDonalds Corporation and other fast-food chains for their steadfast adherence to efficiency with low regard for quality of production. Such establishments have been condemned by groups such as health organizations, animal rights activists and environmentalists highlighting the harmful consequences of fast-food consumption. Others have taken to the critical evaluation of the colonization of large franchises and chains through the evidenced degradation of communities and neighborhoods by putting out many of the smaller local business. These large-scale businesses commonly bring with them a diminished quality of service which to the aficionados is of greatest concern.
[...] entities defining a progression into the modern era. Weber asserted that the objective of social theory was to uncover social truths within society believing that through methodical examinations of history such truths would become apparent (Morrison 2006). Thus much of Weber's work was devoted to the analysis of the development of modern Western civilization by comparing historical epochs and world religions. Through his work Weber concluded that four basic spheres (political, economic, legal and religious) composed society and influenced social life (Morrison 2006; Gronow 1988). [...]
[...] On the other hand, formal rationality and substantive rationality are viewed by Weber as indisputably opposing forces. Formal rationality is associated with quantification and calculation within the economic sphere and outright rejection of values and ethics while substantive rationality is based on the valorization of action (Weber 1921; Gronow 1988). Thus although formal rationality represents the highest form of action, Weber views this most irrational because of its immediate dismissal of substantive rationality, referring to this as the irrationality of rationality (Gronow 1988). [...]
[...] (2009) Weber and Veblen on the Rationalization Process. Journal of Economic Issues, pp.167-87. Gronow, J. (1988) The Element of Irrationality: Max Weber's Diagnosis of Modern Culture. Acta Sociologica, pp.319-31. Morrison, K. (2006) Marx, Durkheim, Weber: Formations [...]
[...] However it must be acknowledged Ritzer's main line of reasoning must be thoroughly attributed to Weber and his theory of rationalization. One should not convict Ritzer of robbing Weber of such a vital aspect of his body of work. Rather the theory of McDonaldization must be appreciated for renewing Weber's early theory by expanding and aligning it to more contemporaneous features of life. Thus as Wood states in his assessment of Ritzer's thesis, that McDonaldization ‘represents little more than wine in new bottles”' (1998;85). Reference Hedoin, C. [...]
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