The McDonaldization thesis presupposes some familiarity with sociologist George Ritzer's earlier work, The McDonaldization of Society (1993), in which he defines McDonaldization as "the process by which "Fast food principles are coming to dominate more and more sectors of American society as well as the rest of the world." These principles include efficiency, predictability, calculability (or emphasis on quantification ) and control (especially via non-human technologies). All of these elements combined constitute the rationality or formal basis that constitutes McDonaldization. In his works, Ritzer continues to alarm many by describing McDonaldization as "a process largely. "one-way street in which a series of American innovations are aggressively exported to much of the rest of the world." The author introduces the concept of "new means of consumption" to illustrate how not only companies, but also cultural practices are threatened by McDonaldization. Defined as "things owned by capitalists and rendered by them as necessary for customers to consume", of which such examples of consumption include fast-food restaurants, credit cards, mega-malls and television channels teleshopping. The critical point for the author is that each changes the way individuals consume. For example, the export of fast food and American eating habits, which emphasize food as something to be consumed as quickly, efficiently, and cheaply as possible, are changing the way people eat and, thus, therefore, “pose a profound threat to health”. the entire cultural complex of many societies". This change in society plays a huge role globally as other cultures follow these bad habits and waste paper, although Starbuck's is praised for the high quality of its coffee Instead, if it is applied to contexts outside the United States without considering how different groups experience McDonaldization or what it means for them, assuming it has any effect. Its relevance is apparently justified by the growing number of fast-food restaurants and Disneyland-like entertainment around the world. McDonaldization is believed to be highly influential, amusing, and yet disturbing to society. : Explorations and Extensions. London: SAGE Publications, 1998. » indiana.edu February 20, 2014 “McDonaldization” StudyMode.com. 2005. 04 2005 “McDonaldization.” February 20 2014