PRINCIPLES OF McDonaldization

Chanderprabhu Jain College of Higher Studies & School of Law
Plot No. OCF, Sector A-8, Narela, New Delhi – 110040
(Affiliated to Guru Gobind Singh Indraprastha University and Approved by Govt of NCT of Delhi & Bar Council of India)
PRINCIPLES OF
McDonaldization
FOR BALLB(H): FIRST SEMESTER
SUBJECT: SOCIOLOGY-I (CODE-109)
FACULTY : DR. J.P.ARYA

The de-humanising outcome of automation
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The de-humanising outcome of automation
 Rationalization (a modernist process):
– Made famous by the work of Max Weber
– A far reaching process where traditional modes of thinking are replaced by an
ends/means analysis concerned with efficiency and formalized social control
– Society dominated by purely instrumental social relationships : continuum from
emotional - traditional - rational action
 Bureaucracy:
– A large formal organization characterized by a hierarchical authority structure, well
established division of labor, written rules and regulations, impersonality and a concern
for technical competence
– Structure imposed on human interaction and thinking furthers process of rationalization
– Produces de-humanising consequences as individuals are trapped in an ‘iron cage’
 Rationalization processes affect ‘leisure’ and not only work

Ritzer’s thesis
“McDonaldization” (Ritzer, 1993; 1998; 2004):
– “is the process by which the principles of the fast food restaurant
are coming to dominate more and more sectors of American
society as well as the rest of the world” (Ritzer, 1993)
– Organizing force representing and extending rationalization into
everyday life and interaction, facilitated by, and driving
technology
– Evidences the proliferation of non-human technology
– into the realms of production and consumption on a global scale
– Continuing debate as to the social impact of McDonaldization
processes

Efficiency
Technological ‘efficiency’: a ‘near universal desire’ (Weber, 1991)
– Technologies often the most attractive means to reach a specific end rapidly, with least
amount of effort, reflecting the general ‘speeding up’ of the pace of life and desire for
convenience
– Both production and consumption experiences benefit from streamlining processes (e.g.
division of labour), replacing workers with non-human technologies
– Drew heavily on industrial predecessors (e.g. Taylor’s Scientific Mgt) but revolutionizes our
‘means of consumption’ (Ritzer, 1999)
– Requires ‘putting customers to work’ (e.g. supermarket scanners, Technogym printouts)
Leisure examples:
– Vending machines, online ticket sales (cinema, football etc), electronic queuing/parking
systems, drive through restaurants, online travel booking/shopping, exercise machines, credit
cards, video/PPV, search engines, email and virtual chat (e.g. MSN Messenger)

Calculability
Technology facilitates ‘calculability’
– Involves an emphasis on things that can be calculated, counted and quantified (i.e.
quantity over quality)
– Emphasises ‘speed’ (Virilio, 1986) as an emblem of contemporary western societies
– The computer is central as it enables the calculation of vast amounts of data quickly
and accurately; facilitates the computerization of society (Lyotard, 1994)
– Technologies have helped quantify performance (e.g. sporting feats) and capture ever
more ‘experiences’ in as short a time as possible (e.g. digital camera technology)
Leisure examples
– Sports statistics and ‘chatter’, TV (ratings over quality), fast-food delivery

Predictability
Predictability (Apollonian v Dionysian; red or blue pill)
– Attempts to structure our environment so that surprise and differentness do not encroach
upon our sensibilities
– Selling sameness, certainty and security: robotic routinization
– Technologies promise predictable outcomes and a standardized quality again and again…
(e.g. kit houses, IKEAisation)
– Telemarketing extends processes of scripting and predictability
– Self-fulfilling, as consumer (and commercial) expectations reinforce the need for
predictability (e.g. television schedules)
– De-territorialisation of activities a response to predictability (e.g. climbing walls)
– Service employees monitored to ensure predictable outcomes
Leisure examples:
– Sports grounds (predictable surface, weather, quality, experience?), indoor facilities (e.g.
The Adventure Centre, Wimbledon Roof), shopping malls, hotel chains, amusement parks
(Disney)
“antiseptic, climate-controlled, plastic world (s)” (Vertifeuille, 1994)
PREDICTABLE FUN/ANTI-LEISURE/LIVED LIVES?

Predictability (contd..)
“What a wonderful world Truman Burbank inhabits – a town of pretty houses and smiling
people. On Seahaven Island, the streets are spotless, the traffic is orderly, the weather
glorious, from seductive dawns (let’s get out of bed!) to sunsets worthy of Turner’s brush”
(Corliss, 1998)
 This Stepford Wives-type fable is eminently possible as technological ‘advance’ permits us
to eradicate imperfection and difference: but do we want it?

Control by technologies
“replacement of human by non-human technology is often oriented
towards greater control. The great source of uncertainty and
unpredictability in a rationalizing system, are people - either the
people who work within those systems or the people who are
served by them” (Ritzer, 1994)
•Not a recent phenomenon. F.W. Taylor separated conception from execution, ‘head’ from ‘hand’
•Control of employees/customers: rules, regulations, computers, surveillance. ‘systems’ encourage
servitude
•Man-machines (http://www.kraftwerk.com): pre-packaged, pre-measured, automatically controlled:
eradicating uncertainty:
– Removes ‘thinking human’/follow instructions (surrender authority)
– Dependence upon/subordination to machine (de-skilling)
• Controlling customers: routes, queues, directing behaviour
•Leisure examples:
- Turnstiles, swipe cards, touch screen cash registers, automated customer service

Irrationalities
Irrationality of rationality (5th dimension)
– Rational systems turning in on themselves; leading to irrational outcomes (e.g.
inefficiencies, unpredictabilities)
– “most specifically, irrationality means that rational systems are unreasonable systems.
By that I mean that they deny the basic humanity, the human reason, of the people who
work within, or are served by them” (Ritzer, 1994)
– Loss of the self/agential action: de-humanisation and dis-enchantment
Leisure examples:
– Long queues, less nourishing food causes health problems, dependency on systems
results in inability to be flexible, innovative, autocash machines
OTHER IRRATIONAL OUTCOMES?

Re-enchanting a disenchanting world?
• Enchanting a disenchanting world
– we are ‘consumed by consumption’ (Ritzer, 1999: xi)
• Technological developments enable the ‘new means of consumption’ take on an almost
enchanted, religious quality
– casinos, mega mall, theme park, themed restaurant
• BUT they also act as highly effective rationalized selling machines (e.g catering,
merchandise, credit cards)
• Apparently ‘de-McDonaldized’ settings actually act as a veneer for extended
McDonaldization (e.g postmodern ballpark/stadia)
• BUT: McDonaldization can be positive and liberating
– travelling in unfamiliar countries we benefit from efficient, calculable, predictable,
controlled systems
– extends consumer choice and thus freedom rather than illustrating homogenization

STATUS & ROLE
UNIT - II

Introduction
Definition of Status: Social status refers to a position one holds in a society or group
Status implies the position or the rankϖ one holds in a social group Status is position
that one holds in aϖ given system.
Examples of status: Father, Mother, Teacher, And employer are some of the examples of status

Explanation
• Every status holder is a role performer. In a social group, every member has a status role
position.
• All status roles do not command similar position authority; or the social recognition
authority. Status-role of a father, as the head of a family, in patriarchal society, like that of
ours differs, from his status-role in a matriarchal society.
• Women are everywhere the same, but their status-role in our society, in several ways
differs from women in the Arab or in a western society in a similar situation.
• According to Lundberg, it is the, “comparative amount of prestige, deference or respect
accorded to persons who has been assigned different roles in group or community.”
• According to Davis, “status is a position in the general institutional system, recognized and
supported by the entire society spontaneously evolved rather than deliberately created,
rooted in the folkways and mores.”

Status- Role Inter-Relation
• The status-role of an individual depends on the position, he holds in the group and in consequence
of which he is expected to exercise his authority to fulfill his obligations.
• The status role is the basis-of social order.
• It is historical in character as in all age’s men and women inherited or acquired status-role
position, it is universal as the system exists in all societies.
• According to H.T. Mazumdar, “status means the location of the individual within the group — his
place in the social network of reciprocal obligation and privileges, rights and duties.”
• The essence of status is defined: superior-inferior relationship; in other words dominance and
subordination – but always within the rule. Status involves sort of special social privileges. An
increase in the individual’s social status entitles him to more respect than before word ‘status’.
• Sometimes status is likely to be confused with the official position one may be holding. Official
designations carry ‘prestige’. This varies from position to position, from office to office. For
example lecturer, Judge, civil Servant ect.

Essential Elements and Characteristics of Status
1. The status is determined by the cultural situation of the particular society
2. The status is determined only in relevance of the other members of the society
3. Every individual has to play certain role in accordance with the status
4. Status is only a part of the society as a whole,
5. As a result of status the society is divided into various groups,
6. Every status carries with it some prestige,
7. According to status people may be divided into various categories.
These categories or statuses are not imposed from above. Some of these statuses are earned or
achieved while others are ascribed.

Ascribed Status & Achieved Status
A status may be divided into two types:-
(1) Ascribed Status (2) Achieved Status
Ascribed Status: The status which is given to an individual on the basis of the situation in the
society or by other members of the society is called ascribed status. Such a status may be given by
birth or by placement in a social group. For example, a person may enjoy a particular status because
of the sex or age of birth in a rich family. An infant gets a family status which includes family name
and prestige, share in social standing and the right of heritage.
Basis of the ascribed status: These two kinds of statuses are based on factors that are not common.
For example the ascribed status is based on age, sex, kinship race, family etc. In almost every society
particularly the patriarchal system of the society, it is the elder men who are respected but in
matriarchal system of society elder women are respected. Since the ascribed status is determined by
birth Brahmin are given higher status as compared to Sudras and people said to be belonging to
honorable class are given better status than the people of the ordinary class.

Ascribed Status & Achieved Status (contd..)
Achieved Status :The status or the position that a person has earned out of his own personal
efforts is called achieved status. This status is given by the ability, capacity and the efforts of
the individuals. Some persons achieve a particular status because if the facilities available to
them but some have to achieve that status as against the odds and difficulties.
Basis of Achieved status: The achieved status is based on the personal ability, education,
earned wealth etc. A person who is able to display his ability in the field of social service,
sports, education etc. is given higher and better status.

Distinction of Ascribed & Achieved Status
Ascribed Status:
1.Ascribed status is the gift from the society of the individual members and to make know the effort to get it.
2.For an achieved status certain conditions are namely ability, efficiency, economic status etc. are necessary.
3.Generally ascribed status is based on age, race, caste, kinship, etc.
4.Ascribed status is more stable and more rigid. Its basis does not change easily.
5.Ascribed status occupies a place of respect in a traditional society.
6.In regard to the ascribed status the role of the authority and actions that flow from them are unpredictable.
7.In ascribed status there is a co-relationship between the status and role.
8.The ascribed status has a, vital relationship with the internal aspects of the personality. It provides satisfaction
to sentiments, emotions and feelings etc.
9.Ascribed status can be helpful to a person for achieving certain thing or it assists in acquiring the achieved
status.
10.Ascribed status has greater relationships with the customs, traditions and other existing factors of the society.
In other words ascribed status is more traditional.
11. Ascribed status is helpful in removing the difficulties and disabilities of the achieved status.

Distinction of Ascribed & Achieved Status
(contd..)Achieved Status:
1.There is no precondition for getting the ascribed status for example; the elder in the family is bound to be
respected. There is no qualification required.
2.The achieved status is based on characteristics like capacities and abilities etc.
3.Achieved status has an unstable basis and so it is itself changeable.
4.In open and modern societies it is achieved status which is given importance because in this respect, it is the
personal qualities and achievements that matter.
5.In regard to achieved status the role or the action is more or less predictable because it is based reason.
6.In relevance to the achieved status it cannot be said that there shall be co- relationship between the achieved
status and the role.
7.Achieved status is the gift of one’s personal accomplishments and personal characteristics.
8.Achieved status is helpful in acquiring the ascribed status.
9.Achieved status is the result of the personal accomplishments and is acquired as result of competition. It has no
relationship with the customs and traditions.

Role Conflict & Strain
Role conflict – occurs when one is pulled in different directions from different statuses
Conflict: living up to the demands and obligations of one status precludes fulfilling the
demands and obligations of another status.
Role Strain – Incompatible demands are built into a single status.
Strain: fulfilling all of the various status demands and obligations, but at less than peak
effectiveness having to prioritize, make trade offs, cut corners.

Obligations & Responsibilities
[What am I supposed to do?]
• Normative Expectations (Rules) - [How am I supposed to do all this?]
• Cognitive Attributes: Beliefs, Values, Motivations and Attitudes
• Interest
• Power and Authority
• Social capital
Guidelines, rules for social conduct: They indicate how one “ought” to act or behave in social settings:
(1) Prescribed – Proscribed (2) Permitted – Preferred
 Norms vary from one culture to another.
 Norms vary from one sub-culture to another
 Norms vary over historical time.

Roscoe Pound : Social Engineering
UNIT - III

Introduction
• Pound was born on October 27, 1870, in Lincoln, Nebraska
• Pound attended the University of Nebraska, earning a bachelor of arts degree in botany
in 1888
• He was a prolific writer and his major works include The Spirit of The Common
Law(1921, An Introduction to The Philosophy of Law (1922) etc

Social Engineering
• Man is a social animal and needs a society for his leaving, working and enjoying life
• The force which asks for the adoption of Social engineering is nothing but the conflict of
interests of individuals
• “Social” means group of individual forming a society
• “Engineering” , he explained his concept by explaining the role of engineer/architect and
equating it to lawyer’s. Just as an engineer chalks up a plan before starting a project so
do lawyer’s they must work with a goal in mind to uplift society

Interest Theory
• In a society everybody is motivated by their own interest and wants that preference be
given to his or her interest over the other. Conflicts between interests arise because of the
competition of the individuals with each other.
• For this purpose a legal system has to Recognize certain interest
• Define the limits within which such interest are to be legally recognized and given effect
to it.
• And finally the above interest should be secured

Pound classified various interests which are to be protected by the law under three categories
which are the following :
•INDIVIDUAL INTERESTS: These are claims or demands involved from the stand point of the
individual life which consists of interest of personality, interest in domestic relations and interest
of substance
•PUBLIC INTEREST: These are the claims or desires asserted by the individual from the stand
point of political life which means every individual in a society has a responsibility towards each
other and to make the use of things which are open to public use. Interest in preservation of state
•SOCIAL INTEREST: These are the claims or demands in terms of social life which means to
fulfill all the needs of a society as a whole for the proper functioning and maintenance of it.
Interest in preservation of general peace, health, security of transaction’s, preserving social
institutions like religion, politics, economic
Interest Theory (contd..)

Jural Postulates
The guidelines on the basis of which social engineering should be carried out.
In 1919, Pound summarized the Five postulates, They are :
1.Others will not commit any intentional aggressions upon him. E.g. Assault, battery, wrongful
restraint etc.
2.Others will act with due care and will not cast upon him an unreasonable risk of injury. E.g.
Negligence
3.He can appropriate what he has created by his own labour and what he has acquired under
existing economic order for his own use. E.g. agricultural land and usufruct as property.
4.The people with whom he deals with in the general intercourse of society will act in good faith.
E.g. Defamation
5.He must keep the things within his boundary and should look after those things so that their
escape should not harm others. E.g. Ryland vs. Fletcher case

In 1942, Pound added three new postulates in the list which are :
•A person will have security as a job holder. E.g. ruled by labour law, law of contract
•Society will bear the burden of supporting him when he becomes aged. E.g. 1/3rd
concession in railway ticket, ceiling of income tax range is more.
•The society as a whole will bear the risk of unforeseen misfortunes such as disablement.
E.g. reservation quota for physically disabled person in education, travel etc.
•The jural postulates are to be applied both by the legislators and judiciary for evaluating
and balancing the various interests and harmonizing them
Jural Postulates (contd..)

Criticism
• Social engineering has been criticized for the use of the term engineering, which equates
society to a factory like mechanism
• Ignores the fact that law evolves and develops in the society according to social needs
and wants
• The dynamic feature of law is undermined
• The Conflict of interest’s i.e. Social and Individual

SOCIAL CONTROL
UNIT - IV

Types or Forms of Social Control

Formal Social Control
 The formal means of social control come from institutions.
 Man is forced to accept these forms of social control
 Generally these forms are exercised by secondary groups.
 The state, law, education and those which have legitimate power. The apply coercive
measures in the case of deviance.

Informal Social Control
 These agency of social control have grown according to the needs of the society.
 Folks way, mores, customs, social norms, etc fall under this category of social control
 Generally primary institutions exercise this type of social control

Agencies of social control
There are following agencies of social control :-
•Law
•State
•Education
•Folkways
•Mores
•Administration
•Religions
•Family
•Neighbourhood
•Public Opinion

Law
 Law is a powerful method of control. The state runs its administration through the
government.
 In primitive societies, the groups followed similar occupations and individuals shared a
direct and personal relation among themselves. These folkways, mores and customs sufficed
in controlling the individual behaviour. There was almost unquestioned compliance with the
formal mechanism of social control.
 In short, law is an important formal means of control to regulate the individual behaviour in
society.

State
 State has a vital role in administering social control
 State functions through the government. Modern nation-states strive to be welfare states i.e.
they seek to provide to the citizens a wide range of social services like education and
medical care.
 In modern societies, State has become increasingly important as an agent of social control.

Education
 Education in modern times is a very powerful means of social control. It prepares a child for
social living and teaches him the values of disciple, cooperation, tolerance and integration.
 Educational institutions at all levels (i.e. school, college, university, etc) impart knowledge
as well as ethics through formal structured courses and behavioural inputs. The child learns
many things from the Education institutions, which he cannot learn from other sources.
 It is education, which makes all efforts to discipline the mind of the student in the school so
that he can realize the importance of social control.

Folkways
 Folkways are norms to which individuals conforms. It is customary to do so. Conformity to
folkway is not enforced by law or any other agency of the society.
 It is informal acceptance of established practices in each group or society.
 Folkways are manifested in matters of dress, food habits, observance of rituals, forms of
worship and methods of greeting, etc

Mores
 ‘Mores’ represent another category of norms. Mores are considered to be essential for group
welfare.
 Mores seek to regulate the relationship between individuals in defined situations, viz.
between wife and husband, parents and children, student and teacher, etc.
 They may also refer to general social relationship in terms of honesty, truthfulness, hard
work and discipline, etc.
 The positive mores prescribe behaviour patterns while the negative mores or taboos
prescribe or prohibit behaviour patterns.

Administration
 Administration is a very powerful and the most effective instrument of social control
 It forces the individual to obey social control.
 The administrations punish the violators with the help of police, the army, etc.

Religion
 Religion serves as an important agency of social control
 It is religion, which supports the folkway and modes of a society by playing super natural
sanctions behind them. It adopts negative as well as positive means to regulate the behaviour
of the individuals in society.

Family
 Family is a very important instrument agency of social control. Family prescribes rules and
regulations that the members have to follow. These rules and regulations form a part of
social control.
 The family socializes the child into the norms, values, traditions and customs of the group.
Thus, family has predominant role in the shaping of the personality of the child. Family
teaches the child to conform to the norms of the society. It exercises control over its
members to bring about the desired action.

Neighborhood
 Neighbourhood is a simple and specific part of the society. It has a feeling or sentiment of
local unit. The may be more than one neighbourhood in a community. The neighbourhood is
the first community with which the individuals comes into contact with. It exists, a deep
influence on its members as an agency of social control

Public Opinion
 Public opinion of people is the most important method of social control in a democratic set
up. Every man tries to escape from the criticism and condemnation by the society. He,
therefore, tries to act according to public opinion and public sentiments. In a democratic set
up , public opinion is more effective and important than any other agency.
 Newspaper, radio, television, motion pictures, legislations, pamphlets, etc mould public
opinion.
“Our government rests in public opinion. Whoever can change public opinion, can change
the government, practically just so much” - Abraham Lincoln.

Thank You

PRINCIPLES OF McDonaldization

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