Globalization and the possibility of the DeMcdonaldization of society On the last chapter of his book, Ritzer tries to show us that there are proofs out there that we are moving away from mcdonaldization, that not everything is controlled or predetermined by society or gigantic fast food chains. He starts the explanation of the Demacdonalization by tying it to Globalization and the several examples given throughout the book.
On the first couple paragraphs Ritzer talks about the elements of the definition of Mcdonaldization: Transplanetary, that is the power of Mcdonaldization to spread and being known all around the world , Set of processes , which is its ability of affecting several sectors of our society and the world by its processes (Efficiency, Predictability , Calculability and control) , Liquid refers to the mobility of Mcdonalization since it is not locked in a place but everywhere around the society, Multidirectional Flows and global flow of people, that is the process where Mcdonaldization flows and affects other countries in the world and Structure ,that which is the creation of supply chains , warehouses that expedite the flow of process. On the next part of the Chapter Ritzer talks about the DeMcdonaldization of society by taking a look at Starbucks and Starbuckization.
The main idea of Starbuckization is that McDonalds is not on top anymore for several reasons such as: 1) other businesses depend on Starbucks, such as the coffee store chains 2) copies of Starbucks have emerged around the world for example in China and Ethiopia 3) A new index was created based on Starbucks products like the Big Mac index in order to compare prices and the economy of different countries and finally and 4) A book was written base on Starbucks leadership principles. Later Ritzer also compares and analyzes the possibility of Starbuckization replacing Mcdonalization , which he express his opinion with a big “no” by saying that McDonalds started the fast food industry and keeps innovating its processes therefore rejecting the idea of Starbuckization to be a reason or motive of DeMcdonaldization.
The author shows us that Starbucks is also very similar to McDonalds in lots of ways such as efficiency, predictability, calculability and control. Finally, on the last paragraphs of the chapter, Ritzer focuses on the influence of Mcdonaldization in the internet and the threat that it offers to DeMcdonaldization. The first concept introduced is the Ebayization, which sustains that the world has change and the terms and strategies used years ago are outdated and cannot describe contemporary realities. Ritzer also mentions the Ebayzation has three dimensions: variety, unpredictability and market-mediated control, which if we take a closer look are totally the opposite of Mcdonaldization processes.
Ebayization tries to create a new structure of interaction by giving more power to the consumers instead of trying to manipulate them. Later we see the concepts of Web 1. 0 which are the companies that started the usage of the internet such as Microsoft or Apple, and then the introduction of Web 2. 0 which gives more power to the users instead of the creators. In conclusion of his book Ritzer says that Mcdonalization exists and its expanding more and more in the Web 2. 0 but it also allowed the process of DeMcdonalization to occur in that same “environment” and that we should be careful on what to expect from the future or Web 3. 0, because Mcdonalization and DeMcdonalization will for sure be part of it.