Mc donaldization of society(final)

The McDonaldization of The McDonaldization of societysociety

From Fordism to Post-FordismFrom Fordism to Post-Fordism

By: Mohamed MousaBy: Mohamed Mousa

IndexIndex FordismFordism

• Introduction Introduction

• What is FordismWhat is Fordism

McDonaldizationMcDonaldization

• DefinitionDefinition

• HowHow

• The ResultThe Result

• McDonaldization ConceptsMcDonaldization Concepts

Post-FordismPost-Fordism

• Criticism of post-FordismCriticism of post-Fordism

FordismFordism IntroductionIntroduction Henry ford is the founder of Fordism concept as he worked as trainee in different Henry ford is the founder of Fordism concept as he worked as trainee in different

Michigan machine shops and in later years as a qualified engineer for the Edison Michigan machine shops and in later years as a qualified engineer for the Edison Illuminating company where he received the first hand knowledge of how industries Illuminating company where he received the first hand knowledge of how industries were being run.were being run.

During that time the automotive industry were using Taylor principles. This was During that time the automotive industry were using Taylor principles. This was based on based on

Develop a science for each element of an individual’s workDevelop a science for each element of an individual’s work, which will replace the , which will replace the old rule-of-thumb method.old rule-of-thumb method.

Scientifically Scientifically select and then train, select and then train, teach, and develop the worker.teach, and develop the worker. Heartily Heartily cooperate with the workerscooperate with the workers so as to ensure that all work is done in so as to ensure that all work is done in

accordance with the principles of the science that has been developed. accordance with the principles of the science that has been developed. Divide work and responsibility Divide work and responsibility almost equally between management and workers. almost equally between management and workers.

Management takes over all work for which it is better fitted than the workers. Management takes over all work for which it is better fitted than the workers.

FordismFordism IntroductionIntroduction Ford developed revolutionary method of production and marketing that Ford developed revolutionary method of production and marketing that

made the automobile accessible to the American working class; he created made the automobile accessible to the American working class; he created the ford motor company where he introduced the Model T, which was the ford motor company where he introduced the Model T, which was simple and light, yet sturdy enough to drive on the country's primitive simple and light, yet sturdy enough to drive on the country's primitive roads. Henry Ford's success and revolutionary techniques of production roads. Henry Ford's success and revolutionary techniques of production were termed were termed FordismFordism

FordismFordism What is FordismWhat is FordismFordism is "the manufacturing system designed to spew out standardized, low-cost goods Fordism is "the manufacturing system designed to spew out standardized, low-cost goods

and afford its workers decent enough wages to buy themand afford its workers decent enough wages to buy them

It has also been described as "a model of economic expansion and technological It has also been described as "a model of economic expansion and technological progress based on mass production: of standardized products in huge volumes using progress based on mass production: of standardized products in huge volumes using special purpose machinery and unskilled labour". special purpose machinery and unskilled labour".

Due to Fordism success in developing automotive industry the principle could be applied Due to Fordism success in developing automotive industry the principle could be applied to any kind of manufacturing processes. to any kind of manufacturing processes.

Major success stemmed from three major principles:Major success stemmed from three major principles: The Standardization of the productThe Standardization of the product The use of Special-purpose tools and/or equipment via the assembly lineThe use of Special-purpose tools and/or equipment via the assembly line The Elimination of skilled labour in direct production, while at the same time paying The Elimination of skilled labour in direct production, while at the same time paying

the worker higher wages.the worker higher wages.

These principles coupled with a technological revolution during Henry Ford's time allowed These principles coupled with a technological revolution during Henry Ford's time allowed for his revolutionary form of labour to flourish. for his revolutionary form of labour to flourish.

FordismFordism What is FordismWhat is FordismHis most original take was with his breakdown of complex tasks into simpler His most original take was with his breakdown of complex tasks into simpler

ones with the help of specialized tools .This allowed the assembly line to ones with the help of specialized tools .This allowed the assembly line to change its components whenever the vehicle in production evolved change its components whenever the vehicle in production evolved enough to warrant a change.enough to warrant a change.

The major advantage of such a change wasThe major advantage of such a change was that: that: it cut down on the man power necessary for the factory to operateit cut down on the man power necessary for the factory to operate it deskilled the labour itself, it deskilled the labour itself, cutting down on costs of productioncutting down on costs of production

FordismFordism What is FordismWhat is Fordism  Worth mentioning that Ford cars (Model-T), Worth mentioning that Ford cars (Model-T), became a symbol of effective became a symbol of effective

mass productionmass production. .

The mass production of this automobileThe mass production of this automobile lowered its unit price, making it lowered its unit price, making it affordable for the average consumer. affordable for the average consumer.

Furthermore, Ford significantly increased its workers' wages, giving them the Furthermore, Ford significantly increased its workers' wages, giving them the means to become customers. means to become customers.

These factors led to massive consumptionThese factors led to massive consumption. .

Henry Ford revolutionized a system, which consisted of synchronization, Henry Ford revolutionized a system, which consisted of synchronization, accuracy, and specialization within a company. These innovative ideas led accuracy, and specialization within a company. These innovative ideas led to Fordism, and as mentioned, to Fordism, and as mentioned, this concept helped increase economic this concept helped increase economic prosperity in the United States in the 1940s to 1960sprosperity in the United States in the 1940s to 1960s

McDonaldization of McDonaldization of SocietySociety

McDonaldization of SocietyMcDonaldization of Society

McDonaldizationMcDonaldization was originally was originally coined by coined by George RitzerGeorge Ritzer, , Professor of Sociology at the Professor of Sociology at the University of Maryland and University of Maryland and author of the book author of the book The The McDonaldization of Society - An McDonaldization of Society - An Investigation into the Changing Investigation into the Changing Character of Contemporary Character of Contemporary Social LifeSocial Life..

The process by which a society The process by which a society takes on the characteristics of a takes on the characteristics of a fast-food restaurant. fast-food restaurant.

Max Weber used the model of the Max Weber used the model of the bureaucracy to represent the bureaucracy to represent the direction of this changing society, direction of this changing society, Ritzer sees the fast-food restaurant Ritzer sees the fast-food restaurant as a more representative as a more representative contemporary paradigm. contemporary paradigm.

How?How? The process of The process of

McDonaldization takes a task McDonaldization takes a task and breaks it down into and breaks it down into smaller tasks. smaller tasks.

This is repeated until all tasks This is repeated until all tasks have been broken down to have been broken down to the smallest possible level. the smallest possible level.

The resulting tasks are then The resulting tasks are then rationalized to find the rationalized to find the singlesingle most efficient method for most efficient method for completing each task. completing each task.

All other methods are then All other methods are then deemed inefficient and deemed inefficient and discarded.discarded.

The ResultThe Result The result is an The result is an efficientefficient, ,

logical sequence of methods logical sequence of methods that can be completed the that can be completed the same way every time to same way every time to produce the desired outcome. produce the desired outcome.

The outcome is The outcome is predictablepredictable. . All aspects of the process are All aspects of the process are

easily easily controlledcontrolled.. Additionally, quantity (or Additionally, quantity (or

calculabilitycalculability) becomes the ) becomes the measurement of good measurement of good performance.performance.

FOUR PRIMARY FOUR PRIMARY CONCEPTSCONCEPTS

EFFICIENCYEFFICIENCY

EFFICIENCYEFFICIENCY The optimal method for accomplishing a task; in this context, The optimal method for accomplishing a task; in this context,

Ritzer has a very specific meaning of "efficiency“: it is simply the Ritzer has a very specific meaning of "efficiency“: it is simply the fastest method to get from point A to point B. fastest method to get from point A to point B.

In the example of McDonald's customers, it is the fastest way to In the example of McDonald's customers, it is the fastest way to get from being hungry to being full. get from being hungry to being full.

Efficiency in McDonaldization means that every aspect of the Efficiency in McDonaldization means that every aspect of the organization is geared toward the minimization of time. organization is geared toward the minimization of time.

Individuality is not allowed: instead of choosing your own methods Individuality is not allowed: instead of choosing your own methods of efficiency, you are forced to accept the efficiency of the of efficiency, you are forced to accept the efficiency of the surrounding institutions.surrounding institutions.

Look at this example: Ritzer uses the examples of salad bars: in Look at this example: Ritzer uses the examples of salad bars: in essence, with a salad bar, you buy an empty plate, go to the bar essence, with a salad bar, you buy an empty plate, go to the bar and create the salad yourself. This is very efficient for the and create the salad yourself. This is very efficient for the restaurant, but makes more work for the consumer. In other words restaurant, but makes more work for the consumer. In other words you have to pay for the privilege of making your own salad.you have to pay for the privilege of making your own salad.

PREDICTABILITYPREDICTABILITY

PREDICTABILITYPREDICTABILITY

Standardized and uniform services is Standardized and uniform services is Predictability whichPredictability which means means

that no matter where a person goes, they will receive the same that no matter where a person goes, they will receive the same

service and receive the same product every time when interacting service and receive the same product every time when interacting

with the McDonaldized organization. with the McDonaldized organization. This also applies to the workers in those organizations. Their task This also applies to the workers in those organizations. Their task

are highly repetitive, highly routine, and predictable.are highly repetitive, highly routine, and predictable. A Big Mac is a Big Mac is a Big Mac.A Big Mac is a Big Mac is a Big Mac.

PREDICTABILITYPREDICTABILITY

Some people like this predictability, and would argue that it is a Some people like this predictability, and would argue that it is a

good thing, you don't have to worry about eating a bad burger. good thing, you don't have to worry about eating a bad burger.

Burgers from one McDonald's to the next will taste the same. Burgers from one McDonald's to the next will taste the same.

Workers, don't have to worry about thinking for themselves, they Workers, don't have to worry about thinking for themselves, they

will have time to concentrate on other things, while they go will have time to concentrate on other things, while they go

through the motions of performing their jobs. through the motions of performing their jobs. But, is this predictability better? When you travel to a different But, is this predictability better? When you travel to a different

area, do you want the experience to be the same? If you are in area, do you want the experience to be the same? If you are in

France, touring the city of Paris, do you really want to eat at France, touring the city of Paris, do you really want to eat at

McDonald's? Doesn't that detract from the whole experience of a McDonald's? Doesn't that detract from the whole experience of a

different culture? different culture? It is true, many employees don't want to have to think while they It is true, many employees don't want to have to think while they

are working, but isn't a job that is challenging better?are working, but isn't a job that is challenging better?

CALCULABILITYCALCULABILITY

CALCULABILITYCALCULABILITY

Objective should be quantifiable (i.e., sales) rather than subjective Objective should be quantifiable (i.e., sales) rather than subjective (i.e., taste). (i.e., taste).

McDonaldization developed the notion that quantity equals McDonaldization developed the notion that quantity equals quality, and that a large amount of product delivered to the quality, and that a large amount of product delivered to the customer in a short amount of time is the same as a high quality customer in a short amount of time is the same as a high quality product. product.

This allows people to quantify how much they're getting versus This allows people to quantify how much they're getting versus how much they’re paying. how much they’re paying.

Organizations want consumers to believe that they are getting a Organizations want consumers to believe that they are getting a large amount of product for not a lot of money. large amount of product for not a lot of money.

Workers in these organizations are judged by how fast they are Workers in these organizations are judged by how fast they are instead of the quality of work they do. instead of the quality of work they do.

CONTROLCONTROL

CONTROLCONTROL

The final aspect of McDonaldization is control. The final aspect of McDonaldization is control.

Control over both employees and customers because, " Control over both employees and customers because, "

[people are] the great source of uncertainty, unpredictability [people are] the great source of uncertainty, unpredictability

and inefficiency in any rationalizing system...”and inefficiency in any rationalizing system...”

Control is achieved by a standardized and uniformed Control is achieved by a standardized and uniformed

employees or the replacement of human by non-human employees or the replacement of human by non-human

technologies.technologies.

The substitution of more predictable non-human labor for The substitution of more predictable non-human labor for

human labor, either through automation or the deskilling of the human labor, either through automation or the deskilling of the

work force.work force.

Music TimeMusic TimeDennis DeYoungDennis DeYoung

I like big thingsI like big thingsThe size of them The size of them impresses meimpresses meJust give me plentyJust give me plentyForget about the qualityForget about the qualityAnd I like fast foodAnd I like fast foodThe burgers always The burgers always taste the sametaste the sameNo snotty waiters orNo snotty waiters orEscargot.Escargot.

SO, WHAT'S THE PROBLEM?SO, WHAT'S THE PROBLEM?

By now, you might be thinking that this all sounds pretty good. By now, you might be thinking that this all sounds pretty good. After all, being more efficient is a good thing. Controlled, After all, being more efficient is a good thing. Controlled, consistent and measurable outcomes also sound good. consistent and measurable outcomes also sound good.

Look At thisLook At this It turns out that It turns out that overover--

rationalizing a process in this rationalizing a process in this manner has an unexpected manner has an unexpected side effect. It's called side effect. It's called irrationalityirrationality. In a sociological . In a sociological context that simply means context that simply means that a rationalized system that a rationalized system may result in events or may result in events or outcomes that were neither outcomes that were neither anticipated or desired, and in anticipated or desired, and in fact, may not be so good.fact, may not be so good.

Take the example of the Take the example of the McDonald's chain of McDonald's chain of restaurants. Where is the restaurants. Where is the irrationality?irrationality?

The premise of The premise of fast foodfast food often often turns out to be just the turns out to be just the opposite; long waits in lines. opposite; long waits in lines.

Fast food is not necessarily Fast food is not necessarily good food; in fact, McDonald's good food; in fact, McDonald's food is extremely unhealthy food is extremely unhealthy and the taste is average and and the taste is average and bland. bland.

The system of efficiently The system of efficiently producing and distributing producing and distributing their food has some other their food has some other consequences, namely consequences, namely millions of tons of trash each millions of tons of trash each year (disposability) and a food year (disposability) and a food cultivation system of cultivation system of questionable ethics.questionable ethics.

Post-FordismPost-Fordism Post-FordismPost-Fordism is the name given to the dominant system of is the name given to the dominant system of

economic production, consumption and associated socio-economic , consumption and associated socio-economic phenomena, in most industrialized countries since the late 20th phenomena, in most industrialized countries since the late 20th century. It is contrasted with Fordism.century. It is contrasted with Fordism.

Post-Fordism brought on new ways of looking at consumption and Post-Fordism brought on new ways of looking at consumption and production.production.

The saturation of key markets brought on a turn against mass The saturation of key markets brought on a turn against mass consumption and a pursuit of higher living standards.consumption and a pursuit of higher living standards.

This shift brought a change in how the market was This shift brought a change in how the market was viewed from a production standpoint.viewed from a production standpoint.

BeforeBefore Rather than being viewed as a Rather than being viewed as a

mass market to be served by mass market to be served by mass production, the mass production, the consumers began to be consumers began to be viewed as different groups viewed as different groups pursuing different goals who pursuing different goals who could be better served with could be better served with small batches of specialized small batches of specialized goodsgoods

AfterAfter Mass markets became less Mass markets became less

important while markets for important while markets for luxury, custom, or positional luxury, custom, or positional good became more good became more significant.significant.

Production became less Production became less homogeneous and homogeneous and standardized and more standardized and more diverse and differentiated as diverse and differentiated as organizations and economies organizations and economies of scale were replaced with of scale were replaced with organizations and economies organizations and economies of scope.of scope.

Post-Fordism is characterized by Post-Fordism is characterized by the following attributesthe following attributes

Small-batch production.Small-batch production. Economies of scope.Economies of scope. Specialized products and jobs.Specialized products and jobs. New information technologies.New information technologies. Emphasis on types of consumers in contrast to previous emphasis Emphasis on types of consumers in contrast to previous emphasis

on social class.on social class. The rise of the service and the white-collar worker.The rise of the service and the white-collar worker. The feminization of the work force.The feminization of the work force.

Criticism of Post-FordismCriticism of Post-Fordism The main criticism of post-Fordism asserts that post-Fordism The main criticism of post-Fordism asserts that post-Fordism

mistakes the nature of the Fordism revolution and that Fordism mistakes the nature of the Fordism revolution and that Fordism was not in crisis, but was simply evolving and will continue to was not in crisis, but was simply evolving and will continue to evolve.evolve.

Other critics believe that post-Fordism does exist, but coexists Other critics believe that post-Fordism does exist, but coexists with Fordism: For example the automobile industry has combined with Fordism: For example the automobile industry has combined Fordism and post-Fordism strategies using both mass production Fordism and post-Fordism strategies using both mass production and flexible specialization. Ford introduced flexibility into mass and flexible specialization. Ford introduced flexibility into mass production, so that Fordism could continue to evolve.production, so that Fordism could continue to evolve.

Other criticisms argue that flexible specialization is not happening Other criticisms argue that flexible specialization is not happening on any great scale, and smaller firms have always existed on any great scale, and smaller firms have always existed alongside mass production.alongside mass production.

Thank You.Thank You.