Napso M.D. McDonaldization as a form of rationality

Abstract: McDonaldization as a form of rationality The object of this research is the nature of McDonaldization, while the subject is McDonaldization as a form of rationality, which is common to a post-nonclassical world outlook and in-demand by the ideology of consumerism. Basing on the types of formal rationality proposed by George Ritzer, the author analyzes the locality and universality of the process of McDonaldization, and reveals the dependency of associated with it practices with the environmental circumstances and requirements  of the economic development. The content and peculiarities of the reasonable and practical rationality, correspondence of the value and targeted within rationality, limits of the rational, and irrationality of the rational are being researched during the course of this work. Scientific novelty consists in the proposition of thesis on the dependency of McDonaldization as a specific form of rationality from the peculiarities of the modern development. The problematics of this article allows formulating a number of statements: 1) thesis on the need for further research of the principles of McDonaldization and their effect upon the broad spectrum of social phenomena is substantiated; 2) problem of demand for McDonaldinized practices by the consumer society gains significant relevance.  

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