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1. An Introduction to McDonaldization 1 McDonald s as a Global Icon 6 -Fhe Long Arm of McDonaldization 9 The Dimensions of McDonaldization 13 Effiiency 13 Caculabil ity 14 Predictability 14 Control 1 A Critique of McDonaldization: The Irrationality of Rationality 15 Illustrating the Dimensions of McDonaldization: "The Case of Ikea 17 The Advantages of McDonaldization 19 What Isn't McDonaldized? 20 A Look Ahead 21 2. The Past, Present, and Future of McDonaldization: From the Iron Cage to the Fast-Food Factory and Beyond 23 Bureaucratization: Making Life More Rational 24 Weber's Theory of Rationality 24 Irrationalty and the "Iron Cage" 26 The Holocaust: Mass-Produced Death 27 Scie-tific Management: Finding the One Best Way 29 The Assembly Line: Turning Workers Into Robots 31 evittown: P uting Up Houses-"Boom, Boom, Boom" 33 Shopping Centers: Mailing America 35 McDonald's: Creating the "Fast-Food Factory" 36 McDonaldization and Contemporary Social Changes 39 The Forces Driving McDonaldization: It Pays, We Value It, It Fits 39 Other Major Social Changes: McDonaldization in the Era of the "Posts" 4" The Future: Are There Any Limits to the Expansion of McDonaldization? 0 Looking to the Future: De-McDonaldization? 52 3. Efficiency: Drive-Throughs and Finger Foods 57 Streamlining the Process 58 The Fast-Food Industry: Speeding the Way From Secretion to Excretion 59 Home Cooking (and Related Phenomena) "I Don't Have Time to Cook" 61 Shopping: Creating Ever-More Efficient Selling Machines 63 Higher Education: Just Fill In the Box 65 Health Care: Docs-in-a-Box 66 Entertainment: Moving People (and Trash) Efficiently 67 Online Dating: Show Your interest With Just a "Wink" 70 Other Settings: Streamlining Relationships With Even the Pope 70 Simplifying the Product 72 Putting Customers to Work 74 4. Calculability: Big Macs and Little Chips 7 Emphasizing Quantity Rather Than Quality of Products 81 The Fast-Food Industry: Of "Big Bites" and "Suer Big Gulps" 81 Higher Education: Grades, Scores, Ratings, and Rankings 8A Health Care: Patients as Dollar Signs 2 Television: Aesthetics Are Always Secondary 88 Sports: Nadia Comaneci Scored Exactly 79.275 Points 89 Politics: There Were No Sound Bites in the Lincoln-Douglas Debate 92 Reducing Production and Service to Numbers h 3 The Fast-Food Industry: Hustle, and a Precooked Hamburger Measures Exactly 3.875 Inches 9 The Workplace: A Penny the Size of a Cartwheel 9 S.Predict.ability: it NIever Rains on Those Little Houses on the Hillside 97 C re rting Predictable Settings 98 Motel Chains: "Magic Fingers" but No Norman Bates 98 Slie Fast -Food Industry: T h an k G od for Those Golden Arches 99 Other Settings: E.. Can't Find His Home 100 Scripting Interaction With Customers 102 The Fast-Food Industry: "Howdv Pardner' and "Happy Trails" 102 Oher Settings: Even the Jokes Are Scripted 104 Mcaking EmJployee Behavior Predictable 05 The Fast-'ood Industry: Even IHamburger University's Professors Behave Predictably 106 Other Settings: That Disney Look 106 Creating Predictable Products and Processes 107 The Fast-Food Industry: Even the Pickles Are Standardized 108 Entertainment: Welcome to McMovieworld 109 Sports: There's Even a McStables 11 Minimiizmg -Danger and Unpleasantness 112 6. Control Human and Nonhuman Robots 115 Controling Employees 116 The FastFood Industry: From Human to itMechancal Robots 116 Education: McChild Care Centers 119 Health Care: Who's Deciding Our Fate? 120 'ie Workplace: Do as I Say, Not as I Do 121 Controrling Customers 124 The Fast-Food Industry: Get the Hell Out of There 124 Other Settings: It's Like Boot Camp 126 Conroling the Process and the Product 128 Food Production. Cooking, and Vending: It Cooks Itself 128 The U.tinate Examples of Control: Birth and Death? 131 Controling Conception: Even Granny Can Conceive 131 Controling Pregnancy: Choosing the Ideal Baby 132 Controling Childbirth: Birth as Pathology 134 Controling the Process of Dying: Designer Deaths 137 ST:e Irrationality of Rationality: Traffic Jams on Those "Happy Trails" 141 Inefficiency: Long lines at the Checkout 142 HFgh Cost: Better Off at Horne 143 False Friendlihness: "Hi, George :144 Disenchantment: Where's the Magic? 146 Health and Environmental Hazards: Evren Your Pets Are at Risk -48 Homogenization: It's No Different in Paris 151 Dehumanization: Getting Hosed at "Trough and Brew" 52 Fast-Food Industry: Gone Is the "Greasy Spoon" " 55 Family: The Kitchen as Filing Station 156 Higher Education: McLectures and McColleges 15S Health Care: You're Just a Number 159 Dehumanized Death 160 8. Globalization and McDonaldization: Does it All Amount to .. . "Nothing" 163 Globalization 164 McDonaldization and Grobalization 1 68 Nothing- Something and McDonaldization i 7 Nothing-Something and Grobaization-Gloca zat on 1 72 The Globalization of Something 17 The Globalization of Nothingi 1 74 The Globalization of Nothing 176 The Globalization of Something 178 The Case for McDonaldization as an Example of the Globalization of Something 180 The Case for McDonaldization as an Example of the Grobalization of Nothing 1 82 9 Dealing With McDonaldization: A Practical Guide 187 Creating "Reasonable" Alternatives: Sometimes You Reall Do Have to Break the Rules 1 Fighting Back Collectively: Saving Hearts, Minds, Taste Buds, and the Piazza di Spagna 191 McLibel Support Group: McDonald's Pyrrhic Victory 191 National Heart Savers Association: McClog the Atery 19 Slow Food: Creating a Place for Traditional Regional, and High-Qualit Food 194 Sprawl-Busters: A "Hit List' of McDonaldized Supersctores 19 Local Protests: Not Wanting to Say "Bye-Bye to the Neighborhood" 197 Coping Individually: Skunk Works.." Blindfolded Children, and Fantasy Worlds 200 Games, Knitting, and Non-Rationalized Niches 01 A Range of Individual Actions: If All Else Fails, Save the Children 204 F1eedom: If You Can t Cope, Can You Escape? 207 So Concluding Thoughts 209 ), Tihe Starbuckization of Society? 211 Howar-d Schultz aid the Founding of the Staribcks Empire: No More Swill 214 Wn.at Has Starbucks Added to, or Removed From, the McDonald's Model 216 Muting McDonald's Hard Edge 217 It's a Show 219 O. Dra amaturgy 220 ohould the Concept of Starbuckization" Replace -"Mc-Donaldztion" 224 StarbUcks and the Principles of .cDonaldization 2 24 ITe Irrationality of Rationality at Starbucks 225 T'he "Starbucks Effect" 228 The Convergence of Starbucks and McDonald's 229