is a sociological term that describes what is happening in thesociety. The term was invented by George Ritzier. It is important tonote that the term was invented before Ray Kroc started the firstfast food restaurant in the mid 20thcentury. It is believed that Henry Ford is among the pioneers of concepts. Nonetheless, can bedescribed as a social phenomenon in which the modern society isbecoming dominated by the principles of fast food stores. Due toglobalization, the concept has been adopted by many societies outsidethe United States. There are four principles or process that defines.

Thefirst principle of is predictability, which ischaracterized by standardized and uniform products and services. Forexample, most shopping malls in the modern society have similarstores stocking similar goods. The second principle is calculability,meaning quantifiable. For example, people are increasingly becomingaware of the quantity as well as quality. The third principle isefficiency which means the easiest and optimal way of completing atask. For example, the easiest way of being full when one is hungry.The last principle of is control. This principle aimsat standardization and creating uniformity. For example, to enhancecontrol, many humans are being replaced by technologies to enhancecontrol where the work is done by computers and the role of human isto oversee the process (Ritzer, 2010).

Thereare several benefits as well as shortcomings of . As aresult of , people are able to get a variety of goodsand services instantly and conveniently. The quality of goods andservices are also uniform. Quantification allows consumers to makeinformed choices by comparing different products. The maindisadvantages of include irrationality as a result ofover-rationalization, deskilling of workers and consumers acting asunpaid workers.


Ritzer,G. (2011). The of Society,6th Edition. Thousand Oaks, CA: Pine Forge Press.