The customer is always right

 

This assignment provides you an opportunity to apply the four components of Ritzer’s McDonaldization theory to a film and critique the shortcomings of Ritzer’s McDonaldization theory as part of bureaucratic organizations.

Review the OpenStax chapter (Attached below) on bureaucracy and McDonaldization.
View the film clip from “Falling Down.” This four minute video clip is taken from the 1993 film, “Falling Down” with Michael Douglas. View this as an example of bureaucracy and McDonaldization of society as discussed in our reading for this section.Watch VideoFalling Down – Fast Food debacle HDDuration: (4:29)
User: var1um – Added: 3/13/09YouTube URL: http://www.youtube.com/watch?v=lK332QsfYRc
George Ritzer coined the term “McDonaldization of Society” the same year this film was released (1993).
Discuss how Ritzer’s concepts of efficiency, predictability, calculability,and control monitoring are evident in this scene. What statement do you think McDonaldization makes about our postmodern society in a general sense? (not just in fast food in particular).
*Make sure to use examples to support your viewpoints.

Edit question’s body

Making Connections: Sociological Research

Conforming to Expectations
In 1951, psychologist Solomon Asch sat a small group of about eight people around a table. Only
one of the people sitting there was the true subject; the rest were associates of the experimenter.
However, the subject was led to believe that the others were all, like him, people brought in for an
experiment in visual judgments. The group was shown two cards, the first card with a single
vertical line, and the second card with three vertical lines differing in length. The experimenter
polled the group, asking each participant one at a time which line on the second card matched up
with the line on the first card.

However, this was not really a test of visual judgment. Rather, it was Asch’s study on the pressures
of conformity. He was curious to see what the effect of multiple wrong answers would be on the
subject, who presumably was able to tell which lines matched. In order to test this, Asch had each
planted respondent answer in a specific way. The subject was seated in such a way that he had to
hear almost everyone else’s answers before it was his turn. Sometimes the non-subject members
would unanimously choose an answer that was clearly wrong.

So what was the conclusion? Asch found that 37 out of 50 test subjects responded with an
“obviously erroneous” answer at least once. When faced by a unanimous wrong answer from the
rest of the group, the subject conformed to a mean of four of the staged answers. Asch revised the
study and repeated it, wherein the subject still heard the staged wrong answers, but was allowed to
write down his answer rather than speak it aloud. In this version, the number of examples of
conformity––giving an incorrect answer so as not to contradict the group––fell by two thirds. He
also found that group size had an impact on how much pressure the subject felt to conform.

The results showed that speaking up when only one other person gave an erroneous answer was far
more common than when five or six people defended the incorrect position. Finally, Asch
discovered that people were far more likely to give the correct answer in the face of near-
unanimous consent if they had a single ally. If even one person in the group also dissented, the
subject conformed only a quarter as often. Clearly, it was easier to be a minority of two than a
minority of one.

Asch concluded that there are two main causes for conformity: people want to be liked by the
group or they believe the group is better informed than they are. He found his study results
disturbing. To him, they revealed that intelligent, well-educated people would, with very little
coaxing, go along with an untruth. He believed this result highlighted real problems with the
education system and values in our society (Asch 1956).

6.3 Formal Organizations
A complaint of modern life is that society is dominated by large and impersonal secondary
organizations. From schools to businesses to healthcare to government, these organizations, referred to
as formal organizations, are highly bureaucratized. Indeed, all formal organizations are, or likely will
become, bureaucracies. A bureaucracy is an ideal type of formal organization. Ideal doesn’t mean
“best” in its sociological usage; it refers to a general model that describes a collection of characteristics,
or a type that could describe most examples of the item under discussion. For example, if your
professor were to tell the class to picture a car in their minds, most students will picture a car that shares
a set of characteristics: four wheels, a windshield, and so on. Everyone’s car will be somewhat
different, however. Some might picture a two-door sports car while others picture an SUV. The general
idea of the car that everyone shares is the ideal type. We will discuss bureaucracies as an ideal type of
organization.

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Types of Formal Organizations

(a) (b)

Figure 6.8 Girl Scout troops and correctional facilities are both formal organizations. (Photo (a) courtesy of moonlightbulb/
flickr; Photo (b) courtesy of CxOxS/flickr)

Sociologist Amitai Etzioni (1975) posited that formal organizations fall into three categories.
Normative organizations, also called voluntary organizations, are based on shared interests. As the
name suggests, joining them is voluntary and typically done because people find membership
rewarding in an intangible way. The Audubon Society or a ski club are examples of normative
organizations. Coercive organizations are groups that one must be coerced, or pushed, to join. These
may include prison or a rehabilitation center. Goffman states that most coercive organizations are total
institutions (1961). A total institution refers to one in which inmates live a controlled lifestyle and in
which total resocialization takes place. The third type is utilitarian organizations, which, as the name
suggests, are joined because of the need for a specific material reward. High school or a workplace
would fall into this category—one joined in pursuit of a diploma, the other in order to make money.

Table 6.1 Table of Formal Organizations This table shows Etzioni’s three types of formal
organizations. (Table courtesy of Etzioni 1975)

Normative or
Voluntary Coercive Utilitarian

Benefit of Membership Intangible benefit
Corrective
benefit

Tangible benefit

Type of Membership Volunteer basis Required
Contractual
basis

Feeling of
Connectedness

Shared affinity No affinity Some affinity

Bureaucracies

Bureaucracies are an ideal type of formal organization. Pioneer sociologist Max Weber popularly
characterized a bureaucracy as having a hierarchy of authority, a clear division of labor, explicit rules,
and impersonality (1922). People often complain about bureaucracies––declaring them slow, rule-
bound, difficult to navigate, and unfriendly. Let’s take a look at terms that define a bureaucracy to
understand what they mean.

Hierarchy of authority refers to the aspect of bureaucracy that places one individual or office in
charge of another, who in turn must answer to her own superiors. For example, as an employee at
Walmart, your shift manager assigns you tasks. Your shift manager answers to his store manager, who
must answer to her regional manager, and so on in a chain of command, up to the CEO who must
answer to the board members, who in turn answer to the stockholders. Everyone in this bureaucracy
follows the chain of command.

A clear division of labor refers to the fact that within a bureaucracy, each individual has a specialized
task to perform. For example, psychology professors teach psychology, but they do not attempt to
provide students with financial aid forms. In this case, it is a clear and commonsense division. But what
about in a restaurant where food is backed up in the kitchen and a hostess is standing nearby texting on
her phone? Her job is to seat customers, not to deliver food. Is this a smart division of labor?

The existence of explicit rules refers to the way in which rules are outlined, written down, and
standardized. For example, at your college or university, the student guidelines are contained within the
Student Handbook. As technology changes and campuses encounter new concerns like cyberbullying,

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identity theft, and other hot-button issues, organizations are scrambling to ensure their explicit rules
cover these emerging topics.

Finally, bureaucracies are also characterized by impersonality, which takes personal feelings out of
professional situations. This characteristic grew, to some extent, out of a desire to protect organizations
from nepotism, backroom deals, and other types of favoritism, simultaneously protecting customers and
others served by the organization. Impersonality is an attempt by large formal organizations to protect
their members. However, the result is often that personal experience is disregarded. For example, you
may be late for work because your car broke down, but the manager at Pizza Hut doesn’t care about
why you are late, only that you are late.

Bureaucracies are, in theory at least, meritocracies, meaning that hiring and promotion is based on
proven and documented skills, rather than on nepotism or random choice. In order to get into a
prestigious college, you need to perform well on the SAT and have an impressive transcript. In order to
become a lawyer and represent clients, you must graduate law school and pass the state bar exam. Of
course, there are many well-documented examples of success by those who did not proceed through
traditional meritocracies. Think about technology companies with founders who dropped out of college,
or performers who became famous after a YouTube video went viral. How well do you think
established meritocracies identify talent? Wealthy families hire tutors, interview coaches, test-prep
services, and consultants to help their kids get into the best schools. This starts as early as kindergarten
in New York City, where competition for the most highly-regarded schools is especially fierce. Are
these schools, many of which have copious scholarship funds that are intended to make the school more
democratic, really offering all applicants a fair shake?

There are several positive aspects of bureaucracies. They are intended to improve efficiency, ensure
equal opportunities, and increase efficiency. And there are times when rigid hierarchies are needed. But
remember that many of our bureaucracies grew large at the same time that our school model was
developed––during the Industrial Revolution. Young workers were trained and organizations were built
for mass production, assembly line work, and factory jobs. In these scenarios, a clear chain of command
was critical. Now, in the information age, this kind of rigid training and adherence to protocol can
actually decrease both productivity and efficiency.

Today’s workplace requires a faster pace, more problem-solving, and a flexible approach to work. Too
much adherence to explicit rules and a division of labor can leave an organization behind. And
unfortunately, once established, bureaucracies can take on a life of their own. Maybe you have heard
the expression “trying to turn a tanker around mid-ocean,” which refers to the difficulties of changing
direction with something large and set in its ways. State governments and current budget crises are
examples of this challenge. It is almost impossible to make quick changes, leading states to continue,
year after year, with increasingly unbalanced budgets. Finally, bureaucracies, as mentioned, grew as
institutions at a time when privileged white males held all the power. While ostensibly based on
meritocracy, bureaucracies can perpetuate the existing balance of power by only recognizing the merit
in traditionally male and privileged paths.

Michels (1911) suggested that all large organizations are characterized by the Iron Rule of Oligarchy,
wherein an entire organization is ruled by a few elites. Do you think this is true? Can a large
organization be collaborative?

Figure 6.9 This McDonald’s storefront in Egypt shows the McDonaldization of society. (Photo courtesy of s_w_ellis/flickr)

The McDonaldization of Society
The McDonaldization of Society (Ritzer 1993) refers to the increasing presence of the fast food
business model in common social institutions. This business model includes efficiency (the division of
labor), predictability, calculability, and control (monitoring). For example, in your average chain
grocery store, people at the register check out customers while stockers keep the shelves full of goods
and deli workers slice meats and cheese to order (efficiency). Whenever you enter a store within that

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Making Connections: Sociology in the Real World

grocery chain, you receive the same type of goods, see the same store organization, and find the same
brands at the same prices (predictability). You will find that goods are sold by the pound, so that you
can weigh your fruit and vegetable purchase rather than simply guessing at the price for that bag of
onions, while the employees use a timecard to calculate their hours and receive overtime pay
(calculability). Finally, you will notice that all store employees are wearing a uniform (and usually a
name tag) so that they can be easily identified. There are security cameras to monitor the store, and
some parts of the store, such as the stockroom, are generally considered off-limits to customers
(control). While McDonaldization has resulted in improved profits and an increased availability of
various goods and services to more people worldwide, it has also reduced the variety of goods available
in the marketplace while rendering available products uniform, generic, and bland. Think of the
difference between a mass-produced shoe and one made by a local cobbler, between a chicken from a
family-owned farm versus a corporate grower, or a cup of coffee from the local diner instead of one
from Starbucks.

Secrets of the McJob
We often talk about bureaucracies disparagingly, and no organization takes more heat than fast
food restaurants. The book and movie Fast Food Nation: The Dark Side of the All-American Meal
by Eric Schossler paints an ugly picture of what goes in, what goes on, and what comes out of fast
food chains. From their environmental impact to their role in the US obesity epidemic, fast food
chains are connected to numerous societal ills. Furthermore, working at a fast food restaurant is
often disparaged, and even referred to dismissively, as a McJob rather than a real job.

But business school professor Jerry Newman went undercover and worked behind the counter at
seven fast food restaurants to discover what really goes on there. His book, My Secret Life on the
McJob documents his experience. Newman found, unlike Schossler, that these restaurants have
much good alongside the bad. Specifically, he asserted that the employees were honest and
hardworking, the management was often impressive, and that the jobs required a lot more skill and
effort than most people imagined. In the book, Newman cites a pharmaceutical executive who
states that a fast-food service job on an applicant’s résumé is a plus because it indicates the
employee is reliable and can handle pressure.

So what do you think? Are these McJobs and the organizations that offer them still serving a role
in the economy and people’s careers? Or are they dead-end jobs that typify all that is negative
about large bureaucracies? Have you ever worked in one? Would you?

Figure 6.10 Fast-food jobs are expected to grow more quickly than most industries. (Graph courtesy of U.S. LBS)

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