McDonaldized products are highly standardized and quantity is generally more important than quality. This leads to a competitive advantage towards other systems. Of course, not only food can be produced following those principles mentioned above. Everything can be McDonaldized, education, health care, music, etc. and the trend is expanding (Ritzer, Stillman 2003, p.34).
But McDonaldization has limits and although the concept sounds menacing, it is not the end of diversity. McDonaldized systems can be influenced locally and they can change over time, too (Ritzer, Stillman 2003, p.39).
As a global restaurant, McDonald's has quickly adapted to local needs: In India, the company sells primarily lamb and chicken meat, and pork is not on the menu in Muslim countries. Actually they created a Nürnburger especially for German restaurants. Other global players like Hollywood studios and broadcast networks also adapt to localities, and create special content for different markets (Robertson 1995, p.38). So how can McDonald’s and the like homogenize the world, when they are changing themselves because of various local preferences?
Table of Contents
- The irrational fear of McDonaldization and the myth of cultural purity
- Global homogenization or cultural hybridization?
- Hybridity as a critique of essentialism
Objectives and Key Themes
This text examines the concept of McDonaldization and its supposed effects on globalization. It aims to challenge the prevalent notion of cultural homogenization and instead advocates for a more nuanced understanding of globalization through the lens of cultural hybridization.
- The myth of cultural purity and the critique of essentialism
- The role of hybridity in globalization and the challenges of homogenization
- The significance of local influences in global phenomena
- The concept of cultural hybridization as a more accurate representation of globalization
- The prevalence of boundary thinking and its limitations in understanding globalization
Chapter Summaries
- The text begins by introducing the concept of McDonaldization and its potential to homogenize global culture, drawing a parallel to the Borg from the Star Trek franchise. It argues that while McDonaldization may appear to homogenize, it is influenced by local preferences, as demonstrated by McDonald's adaptation of its menu in different countries. The chapter concludes that global distribution does not necessarily equate to global homogenization.
- The second chapter introduces the concept of cultural hybridization as an alternative to homogenization. The author, Nederveen Pieterse, argues that cultures are constantly mixing and evolving, creating a global mélange rather than a single unified culture. Examples of this hybridity are explored, including world religions, cities like Istanbul and Venice, and music genres like rock and pop.
- The final chapter delves into the significance of hybridity as a critique of essentialism and boundary thinking. The author contends that the idea of distinct, homogenous cultures is a misconception, as cultures have always been fluid and evolving. By embracing the concept of hybridity, we can move away from simplistic and often harmful essentialist theories and recognize the inherent complexity of global culture.
Keywords
The text focuses on the concepts of McDonaldization, cultural homogenization, cultural hybridization, essentialism, and boundary thinking. It examines the impact of globalization on culture and argues for a more nuanced understanding of the phenomenon through the lens of hybridity.
- Arbeit zitieren
- Fabian Speitkamp (Autor:in), 2015, The Irrational Fear of McDonaldization and the Myth of Cultural Purity, München, GRIN Verlag, https://www.grin.com/document/308940
