McDonald’s, or the irrationality of rationality


For anyone interested in the intricacies of contemporary society from the perspective of such an ubiquitous  institution as the fast food outlet McDonald’s, George Ritzer’s The McDonaldization of Society (Pine Forge Press, 2000) is a must read. This is not a treatise against fast food outlets, nor is it a simple acceptance of them. The book  endeavours to account for the hold fast food outlets (and other institutions) have on society as well as provide possible ways out of this hold. The slender volume fulfills the former aim more successfully than the latter.

Ritzer suggests that there are four main dimensions which underpin McDonald’s business acumen: efficiency, calculability, predictability, and control through nonhuman technology. Efficiency basically means “the optimum method for getting from one point to another” (p. 12). Calculability subsumes such notions as “the quantitative aspects of … portion size, cost… and services”, where “quantity has become equivalent to quality” (p. 12). Predictability is “the assurance that products and services will be the same over time and in all locales” for both clients and workers (p. 13).  Control through nonhuman technology includes, among others, quickly moving customer lines at the counter, limited menus, few options, uncomfortable seats, in addition to precise directives for the workers to behave and to accomplish their roles. The four dimensions then form what Ritzer termed McDonaldization, a process found in all human for-profit institutions. He gives specific examples as this process relates to universities, hospitals, sports and other recreational activities,

Clearly, and very generally, there are advantages and disadvantages to these four dimensions: advantages point to profit-making and customer satisfaction to a certain extent; disadvantages to workers’ and customers’ personal preferences, food safety and quality. Ritzer’s critique is based on the fact that it is impossible to go back to “the world, if it ever existed, of home-cooked meals, traditional restaurant dinners, high-quality foods, meals loaded with surprises, and restaurants run by chefs free to express their creativity.” (p. 18). For him, it is more valid to critically analyze McDonaldization from the perspective of the future. Although he admits that McDonaldization is both enabling and constraining, his stance in the book focuses on the constraints this type of business system brings to human society.

Ritzer uses Max Weber’s theory of rationalization, claiming that McDonaldization is an amplification and an extension of this theory. (p. 23) According to Weber, formal rationality is a process by which optimum means to a given end are shaped by rules, regulations, and larger social structures, often resulting in irrational outcomes (among the examples given are ClubMed and the Holocaust). The means constrain humans to act according to a predetermined set of procedures and allow for little or no choice. However, humans are rarely content with being constrained: they prefer to make their own choices, so the irrationality of rationality closes them in an iron cage of scientific management. Ritzer describes McDonaldization in detail as it is clearly followed in automotive assembly lines, Levittown type of construction, shopping centers, and McDonald’s. The bulk of the bulk is devoted to an exemplification and critique of efficiency, calculability, predictability, and control through nonhuman technology., especially focusing on the following settings: higher education, entertainment industry (amusement parks, sport TV programs, etc.), health care, fast food industry, food industry. Chapter 7, “The Irrationality of Rationality”, evaluates the design flaws of rationality from the perspective of the loss of magic and mystery, inefficiency, illusion of good value at a good price, false friendliness, environmental hazards, homogeneization, dehumanization. The next chapter goes beyond present-day practices and looks toward the future by giving McDonaldization  “an inexorable quality, multiplying and extending continuously” (p. 146), from birth of an individual to death and beyond.  The last two chapters show the driving forces pushing McDonaldization along: “It pays, we value it, it fits” (p. 168) and a practical guide to dealing with this inexorable process, listing some of the suggestions for breaking the imposed “rules”, such as valuing quality (not quantity), B&Bs (rather than hotel chains), slow food, local produce and products, avoiding routines, do things for yourself, never buy artificial products, etc. In one of the last paragraphs, Ritzer justifies the writing of this book as follows:

      Although I have emphasized the irresistibility of McDonaldization throughout this       book, my fondest hope is that I am wrong. Indeed, a major motivation behind this book is to alert readers to the dangers of McDonaldization and to motivate them to act to stem its tide. I hope that people can resist McDonaldization and create instead a more reasonable, more human world. (p. 232)

In conclusion, Ritzer’s account and critique of McDonaldization point to the cage of every “modern” human being. His attempt to stem the tide of rationalization may work for a while, but then it is inevitable that profit wins over any other consideration. What is more disheartening is the fact that both McDonaldization (the irrationality of rationality) in conjunction with the absurd  rush for technological innovation at all cost deny a less forceful development of the future human being. The book evaluates the notions that many have had about the modern world, such as fear of unpredictability (and the concomitant drive to organization: ClubMed web site claims that it “organizes unforgettable events”), the burden is on the user (customers, patients, students do work formerly done by paid employees as part of efficiency). While Ritzer delves into activities and institutions such as home cooking, shopping, higher education, health care, entertainment (all-inclusive trips, TV programs, sports, political debates),  his analysis does not touch upon the workings of politics (exemplified by state/national governments – although he analyzes the irrational dealings of the tax offices), nor the advances in the military. It seems that governments and the military complex are either immune to McDonaldization and/or support it wholeheartedly for the citizens of the world. Another question which remains unanswered for me is this: Can search for a more equitable, peaceful and tranquil human life be McDonaldized? If the answer is yes, there is no escaping the rationality cage; if not, whose duty is to keep searching?



Social Media: Implications for the University


The purpose of this volume is to offer a balanced critical reflection on the role of social media in the workings of the engaged university. The 15 contributors analyze, critique, and explore the rich ideological and pragmatic relationships ensuing from the intersection between social media and academic life. This book is the sixth volume in the Social Theory: Communication and Media Studies published by Aracne Editrice (Rome). Its contents are definitely of interest to 1. those who work or have a stake in modern academia, as well as 2. those who observe the radical transformations of the manner in which knowledge is shred, elaborated, and used in contemporary life and 3. those who reflect on the unforeseen ramifications of technological advances. Moreover, many contributions have readers step outside of the classroom, presenting bridges especially to the arts communities: bridges that would have been impossible even 5 years ago. Oftentimes, edited volumes are criticized for “unevenness”, but the pleasure deriving from reading various ideological perspectives on, and multifaceted illustrations of the same general topic overrides any “unevenness”. The individual voice of each of the contributors is clear and purposeful.  It is hoped that the volume engages all the crucial players in today’s academic life and that the contributions may reach those who work as platform designers, making the most of (automated) connectivity and (human) connectedness (J. Van Dijck’s terms). In times such as these, when the end of many human occupations and professions are being placed in the hands of robots, questions should be asked also of what will become of the engaged and purposeful university – and it is without doubt that social media will have a significant role to play in the spread of knowledge. Decisions must be made regarding the balance between academic gatekeepers and technological gatekeepers: this volume provides a number of starting points in order to reach satisfactory answers.

The book is available from



Technology-driven unemployment: dilemmas for ethics and social welfare

This is a call for articles to be published in a Special Issue of the journal Ethics and Social Welfare.


In Praise for Idleness (1935), Bertrand Russell claimed that “We have the technology and infrastructure to greatly reduce the forced workload of the average human, and that should be our goal—to liberate people from excessive work so that they can freely pursue the things that bring them intrinsic joy and happiness.” Russell’s optimistic vision regarding the role of technology advocates for work reduction which would increase human welfare and liberate people to be able to devote their time to culture and leisure. His optimism does not seem to be justified in light of recent economic and technological developments which lead to serious unemployment rather than cheerful work reduction. The loss of jobs due to technological innovations is starting to reach crisis proportions as many scholars (such as David F. Noble, Progress Without People: New Technology, Unemployment, and the Message of Resistance, Between the Lines, 1995) and popular press warn (for ex., Eduardo Porter, “Jobs Threatened by Machines: A Once ‘Stupid’ Concern Gains Respect”, The New York Times, June 7, 2016).   There are indeed many voices which decry the unemployment situation exasperated by the replacement of humans by machines, and apparently no job is likely to be immune. The World Technology Network forecasts that “Accelerating technological unemployment will likely be one of the most challenging societal issues in the 21st Century”. Although the scholarly work published on the topic focuses mainly on the technical, technological, and market side, assessments which consider the ethical and social welfare implications of technological unemployment are still to be addressed in detail. The submissions to the special issue will contribute to setting the agenda for this serious and timely discussion. Topics to be explored from theoretical as well as practical perspectives include, but are not restricted to, the following:

  • The role of governmental institutions in technological unemployment
  • Jobless future: is unconditional basic/universal income the answer?
  • Social, political, and economic approaches to welfare in a jobless future
  • New ethical dimensions of work originating from the technological unemployment crisis
  • Political and social inequality created by a jobless future
  • Strategic plans for skills, education, re-deployment for the technologically jobless
  • The political control of technological unemployment
  • Welfare, leadership and jobless future
  • Technological displacement vs technological innovation from the perspective of social welfare
  • Historical visions on the ethical impacts of workload reduction
  • Creating new values for a jobless future
  • Political values in welfare and technological disruption in the job market
  • Work as human value
  • Conflicting values in a jobless world (for ex., the refugees crisis in the EU)
  • Religious values and technological unemployment

Brief for contributors: In line with the editorial aims of the journal, this call for papers focuses specifically on the relationship between ethics, welfare, and values implicated in the policies and political strategies on the one hand and technologically-driven unemployment on the other. The editors welcome academic papers which are interdisciplinary in character. Contributions may combine wider ethical and theoretical questions concerning technology-driven unemployment with practical considerations leading to social policies and professional practices (especially the existing and future policies of local/national governments and international institutions, such as EU, UN, WTO to cope with the problems of technological joblessness). The special issue, as with other issues of the journal, welcomes material in a variety of formats, including high quality peer-reviewed academic papers, reflections, debates and commentaries on policy and practice, book reviews and review articles. Academic papers should be between 4-7,000 words long, and practice papers should be between 750-2,500 words long. Please consult the style rules laid-out on the journal’s website: All academic papers will be double-blind peer- reviewed in the normal way.  Practice papers will be considered for publication by the editors. 

For any further information, contact Prof. Antonio Marturano ( and Prof. Jana Vizmuller-Zocco (

Procedure and timelines

Submitters will be informed about the outcome as soon as possible after this date.

Abstracts should include 1. The essential content, argument, and methodology of the submission, 2. The submission’s aims and conclusions, 3. The relationship of the submission to the aims and scope of the journal.

  • Completed first drafts of papers are due by the 23rd of July 2017 and must be submitted to
  • Final (revised) versions must be submitted by the 18th of June 2018.
  • Final confirmation of paper acceptance by the 30th September 2018.
  • Papers published in the first issue of Volume 13, 2019.