강독내용
•
맥도날드화 McDonalization•
디즈니화 Disneyization•
소비문화 Consumer CultureAlan Bryman
• Professor of Organizational and Social research at the University of Leicester, prior to this Bryman spent 31 years at Loughborough University.
• Bryman has also published widely on leadership, organisational
culture and management.
• His more recent work focuses
upon contemporary society, with
Bryman considering the influence
of Disney and McDonalds on
modern society.
디즈니화
• Disneyization: the transformation of something, usually society at large, to resemble The Walt Disney
Company's theme parks.
• The term “Disneyization” is
generally used in a negative way, and implies homogenization of
consumption, merchandising, and emotional labor.
• They can be used more broadly to
describe the processes of stripping a
real place or event of its original
character and repackaging it in a
sanitized format.
Disneyization
•
Disneyization: the process by which the principles of the Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world”•
The French philosopher Jean Baudrillard (who writes about the nature of reality and the hyperreality) has called Disneyland the most real place in the U.S., because it is not pretending to be anything more than it actually is, a theme park.•
In his essay Simulations, he writes: "Disneyland is presented as imaginary in order to make us believe that the rest is real, when in fact all of Los Angeles and the America surrounding it are no longer real, but of the order of the hyper-real and ofsimulation."
•
He also criticized the hidden corporate nature of the company in his book America:"The whole Walt Disney philosophy eats out of your hand with these pretty little sentimental creatures in grey fur coats. For my own part, I believe that behind these smiling eyes there lurks a cold, ferocious beast fearfully stalking us."
Four components of Disneyization
1. Theming: infusing a place or object with a particular idea
2. Dedifferentiation of consumption: a collection of multiple consumption opportunities in a particular location. Providing other goods and services help the consumer have other opportunities to do at that location
3. Merchandising: promoting a goods or services with objects bearing promotional images or logos
4. Emotional labor: making employees not only providers
of services, but also entertainers.[
Disneyization in Australia
• According to the argument of societal Disneyization, the society is increasingly displaying characteristics of the Disney theme parks.
• This process of
convergence is revealed
in Australia's society.
Theming
• Theming is a dimension of Disneyization. More economic areas of life are becoming themed.
• Restaurants such as Hard Rock cafe, are forms of theming in Australia.
• Theme parks like Sea
world, and dream world
are examples of this.
Hybrid Consumption
•
This is a general trend whereby the forms of consumption associated with differentinstitutional spheres become interlocked with each other and increasingly difficult to
distinguish.
•
An example of this dedifferentiation would be how airports are turned into minishopping malls.
•
An illustration would be how the Sydney Airport promotes itself as a shopping destination. Instead of going to the airport just to get on your plane, you can now go there to shop and experience all the amazing sales, thus the institutional spheres become interlocked.Merchandising
•
This dimension is the promotion and sale of goods in the form of or bearing copyright images and/or logos,including such products made under license.
•
An example of this can be howthemed restaurant like hard rock cafe in Australia, develop extensive line of merchandise such as tee-shirts.
•
When people wear these shirts, they are promoting the brand for the company.Another example would be the
souvenirs at the sea world theme parks such as photo frames and apparel bearing the sea world logo.
Performative Labor
• Performative labor is the growing tendency for front line service work to be viewed as a performance, especially one in which the deliberate display of a certain mood is seen as part of the labor involved in service work.
• This can be seen in the Dream World theme parks where
staff are friendly and obliging
to the guest at all times.
Ritzer (1940-) and McDonaldization
of Society
George Ritzer
• 미국의 사회학자, 교수, 작가. 그의 주요 연구영역은 다음과
같다 .
•
글로벌리제이션(globalization),•
메타이론(metatheory),•
소비패턴(consumption pattern),•
근대 및 포스트모던 사회이론• 그의 가장 중요한 기여 중의 하나는 McDonaldization의 개념
을 도입한 것이다. 그는 Fast Food Industry의 렌즈를 통하여
Max Weber의 합리화 개념을 재검토하고 있다.
Ritzer’s theory of social analysis
McDonaldization
• McDonalization is a term used by sociologist George Ritzer in his book The McDonaldization of Society (1993).
• He explains that it becomes manifested when a culture adapts the characteristics of a fast-food restaurant. McDonaldization is a reconceptualization of rationalization, or moving from traditional to rational modes of thought, and scientific management.
• Where Max Weber used the model of the bureaucracy to represent
the direction of this changing society, Ritzer sees the fast-food
restaurant as having become a more representative contemporary
paradigm.
Four Components of McDonaldization
•
Efficiency•
Calculability•
Predictability – standardized and uniform services•
ControlEfficiency
• Efficiency: the optimal method for accomplishing a task. In this context, Ritzer has a very specific meaning of "efficiency".
• In the example of McDonald's customers, it is the fastest way to get from being hungry to being full.
• Efficiency in McDonaldization means that every aspect of the
organization is geared toward the minimization of time
Calculability
• Objective should be quantifiable (e.g., sales) rather than subjective (e.g., taste). McDonaldization developed the notion that quantity equals quality, and that a large amount of product delivered to the customer in a short amount of time is the same as a high quality product.
• This allows people to quantify how much they're getting versus how much they’re paying. Organizations want consumers to believe that they are getting a large amount of product for not a lot of money.
• Workers in these organizations are judged by how fast they are
instead of the quality of work they do
Predictability – standardized and uniform services, and Control
• "Predictability" means that no matter where a person goes, they will receive the same service and receive the same product every time when interacting with the McDonaldized organization.
This also applies to the workers in those organizations. Their tasks are highly repetitive, highly routine, and predictable
• Control: standardized and uniform employees, replacement of
human by non-human technologies
Irrationality of Rationality
• Ritzer outlines Irrationality of Rationality as a fifth aspect of McDonaldization.
"Most specifically, irrationality means that rational systems are
unreasonable systems. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them."
• Ritzer states that "Despite the advantages it offers, bureaucracy
suffers from the irrationality of rationality. Like a fast-food
restaurant, a bureaucracy can be a dehumanizing place in which
to work and by which to be served." In short; "settings in which
people cannot always behave as human beings"
참고문헌
