McDonaldization: efficiency and standardization in modern society

McDonaldization

Ritzer ends Chapter 2 with the example of the limited success of McDonaldizing the climbing of Mt. Everest. Explain why McDonaldization has been limited in the case of Everest. Using information from this section, develop your own example of a phenomenon where you think McDonaldization has been limited. Include an explanation of why you think this is so.

The McDonalization of Everest is an example of a situation that is too complex and irregular to be subject to the full breadth of the trend. To McDonaldize the accent of Everest, climbers fast-tracked the normal acclimation process, hired ill-trained guides, and relied on oxygen to support their journey. Climbers also relied on helicopters to provide a new starting point as well as a bunch of modern equipment to support the trip such as cell phones and computers. Although this opened the mountain to a new class of tourist, it also made the trip riskier for a new set of reasons. Unfortunately, the equipment and technology was not suited to overcome the challenges that nature provided and there was a subsequent tragedy on the mountain.

One example that might be akin to the example provided by Everest might be the "war on terror." Despite having the most sophisticated military on the planet, fighting a loose network of terrorists is a mission that has limited potential for success. It is not that a response to terrorism should not be made, but fighting an enemy who is willing to sacrifice their own lives to hurt others is an impossible task. Despite the sophistication of the military, there will never be a way to overcome terrorism through efficiency, control, predictability, and calculability. Therefore the war on terror may prove to be a never ending exercise.

2. Consider new technologies such as smartphones, ipads and even digital readers (e.g., Kindle, Kindle Fire, Nook color, table, simple touch, etc.). Pick one of these technologies and explain how it illustrates both control and predictability. Do they also offer an escape from McDonaldization? Why or why not?

A digital reader, such as the Nook, offers both control and predictability. The users have control over virtually any printed media that would be available to a consumer through traditional means. Furthermore, having access to this media is provided in a predictable manner. Users simply have to have access to a cellular signal to be able to download the content from online sources. Having such convenient access to printed material is a result of the McDonaldization of the publishing industry.