Glenn Rikowski: Are We Loving It? McDonaldization and Education
“Back in the nineties, the author of the McDonaldization Thesis noted that soon the university will adopt many of the managerial models and practices associated with the spread of this hamburger chain [1]. According to the American sociologist George Ritzer, new forms of quality control and consumer orientation would be integrated into the existing structure of the university. My initial reaction to Ritzer’s thesis was that although it was a clever idea, the arrival of McUniversity was far off. Today, when virtually every university brochure, mission statement and web-site is indistinguishable from one another, I am not so sure” (Furedi, 2007, p.7).
McHistory
When George Ritzer’s book The McDonaldization of Society appeared in 1993, the McDonald’s chain of fast food outlets seemed to be on the crest of a wave. With outlets opening in Eastern Europe post-1989 and in China, McDonalds appeared to be on a growth trajectory. Yet only a few years later McDonalds began to suffer a bout of bad publicity. In taking legal action against Helen Steel and Dave Morris (the “McLibel Two”) for producing leaflets focusing on shortcomings in its products, its operations and in its employment practices, the company stirred up heaps of negative publicity [1]. Eric Schlosser’s Fast-Food Nation (2002) and the film, Super Size Me, in which ‘documentary maker Morgan Spurlock wrecked his body by eating McDonald’s for a month’ (Hickman, 2006), cast further doubt over McDonald’s food and image. McDonald’s was also investigated by the Commission for Racial Equality in 2004 when workers at a Manchester site were order to speak English at all times (Tozer, 2004). Even after a re-branding exercise by McDonald’s UK in 2004, all this negative publicity could not stop sales at British restaurants that had been trading for more than a year falling in 2005, leading to 25 closures (Hickman, 2006). The heat was kept up; for example, Schlosser wrote in The Guardian (2006) how fast food companies were bombarding kids with adverts, seducing them with gifts and toys and then filling them with additives – though Schlosser also throws in Taco Bell, KFC and Pizza Hut into the mix in this article.