MacDonaldization refers to the process by which the principles of the Macdonald fast food restaurant become dominant in more and more sectors in the world (Kivisto, 2011). Many sectors in a good number of economies today are moving towards applying the concepts used by the MacDonald’s. Rationalism on the other hand refers to a process whereby traditional methods of thinking are being replaced with more modern ones which are based on the end or means. Rationalization emphasizes on efficiency in carrying out activities as well as formalized social control.
Macdonaldization involves five major principles, namely: calculability, efficiency, predictability, increased control ...
