Preface | |
1. An Introduction to McDonaldization | |
McDonalds as a Global Icon | |
The Long Arm of McDonaldization | |
The Dimensions of McDonaldization | |
The Advantages of McDonaldization | |
A Critique of McDonaldization: The Irrationality of Rationality | |
What Isn't McDonaldized | |
McDonald's Troubles: Implications for McDonaldization | |
A Look Ahead | |
2. McDonaldization and Its Precursors: From the Iron Cage to the Fast-Food Industry | |
Bureaucratization: Making Life More Rational | |
The Holocaust: Mass-Produced Death | |
Scientific Management: Finding the One Best Way | |
The Assembly Line: Turning Workers Into Robots | |
Levittown: Putting Up Houses - "Boom, Boom, Boom" | |
Shopping Centers: Malling America | |
McDonald's: Creating the "Fast-Food Factory" | |
Conclusion | |
3. Efficiency: Drive-Throughs and Finger Foods | |
Streamlining the Process | |
Simplifying the Product | |
Putting Customers to Work | |
Conclusion | |
4. Calculability: Big Macs and Little Chips | |
Emphasizing Quantity Rather Than Quality of Products | |
Giving the Illusion of Quantity | |
Reducing Production and Service to Number | |
Conclusion | |
5. Predictability: It Never Rains on Those Little Houses on the Hillside | |
Creating Predictable Settings | |
Scripting Ineraction With Customers | |
Making Employee Behavior Predictable | |
Creating Predictable Products and Processes | |
Minimizing Danger and Unpleasantness | |
Conclusion | |
6. Control: Human and Nonhuman Robots | |
Controlling Employees | |
Controlling Customers | |
Controlling the Process and the Product | |
The Ultimate Experience of Control? Birth and Death | |
Conclusion | |
7. The Irrationality of Rationality: Traffic Jams on Those "Happy Trails" | |
Inefficiency: Long Lines at the Checkout | |
High Cost: Better Off at Home | |
The Illusion of Fun: Ha, Ha, the Stock Market Just Crashed | |
The Illusion of Reality: Even the "Singers" Aren't Real | |
False Friendliness: "Hi, George" | |
Disenchantment: Where's the Magic | |
Health and Environmental Hazards: Even Your Pets Are at Risk | |
Homogenization: It's No Different in Paris | |
Dehumanization: Getting Hosed at "Trough and Brew" | |
Conclusion | |
8. Globalization and McDonaldization: Does It All Amount to... Nothing? | |
Globalization | |
McDonaldization and Grobalization | |
Nothing-Somthing and McDonaldization | |
Nothing-Something and Grobalization-Glocalization | |
The Case for McDonaldization as an Example of the Glocalization of Something | |
The Case for McDonaldization as an Example of the Grobalization of Nothing | |
Conclusion | |
9. McDonaldization in a Changing World: Are There Any Limits? | |
The Forces Driving McDonaldization: It Pays, We Value It, It Fits | |
Other Major Social Changes: McDonaldization in the Era of the "Posts" | |
Are There Any Limits to the Expansion of McDonaldization? | |
Looking to the Future: De-McDonaldization? | |
Conclusion | |
10. Dealing With McDonaldization: A Practical Guide | |
Creating "Reasonable" Alternatives: Sometimes You Really Do Have to Break the Rules | |
Fighting Back Collectively: Saving Hearts, Minds, Taste Buds, and the Piazza di Spagna | |
Coping Individually: " Skunk Works," Blindfolded Children, and Fantasy Worlds | |
Conclusion | |
Index | |
About the Author |
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