Society of mass consumption - an example of sociological analysis by G. Ritzer

Vučković, Lana. (2018). Society of mass consumption - an example of sociological analysis by G. Ritzer. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Čaldarović, Ognjen].

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Abstract

The phenomenon of mass production is one of the key aspects of contemporary society and here it shall be described through the perspective of the American sociologist George Ritzer. His concept of McDonaldization has been presented across several of his selected works. McDonaldization introduces fast-food restaurants as an example of highly rationalized systems whose principles slowly traverse all spheres of society. Ritzer expands his theory with the analysis of the extensive use of credit cards and the growing possibilities that were brought on by the new means of consumption, i.e. by the manner in which people consume goods and services. Research of said phenomena brought him to the critical analysis of globalization and its subprocesses, especially Americanization and capitalism, and their interrelation with McDonaldization. Ritzer also touches on the challenges laid upon the society by the rapid development of technology and the Internet. He particularly emphasizes the adverse effects of each of those phenomena and tries to present solutions applicable at both the macro and the micro level.

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