Word of the day ‘Re-McDonaldization’

Preamble : An Improbable attempt at an etymological background:

McDonaldization : (noun) The process by which a society (or part thereof) takes on some of the characteristics of a fast-food restaurant.

De-McDonaldization : (noun)  The process by which a society (or part thereof) reverts back from displaying some of the characteristics of a fast-food restaurant; and is restored to its original state.

Re-McDonaldization : (noun) The process by which a society (or part thereof)  returns from a state of de-McDonaldization, (having been previously at some stage McDonaldized) and again exhibits some of the characteristics of a fast-food restaurant.

For an example academic paper which references all three, see : Tracking Prosumption on eBay: Desire, Enchantment, and the Challenge of Slow Re-McDonaldization in American Behavioral Scientist, April 2012 vol. 56 no. 4 439-458

Note: The photo shows Professor George Ritzer, of the University of Maryland, who coined the term McDonaldization in 1993.






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