The McDonaldization thesis presupposes a certain familiarity with the previous work of the sociologist George Ritzer, The McDonaldization of Society (1993), in which he defines McDonaldization as "the process through which the principles of fast-food" 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 an emphasis on quantification), and control (especially through non-human technologies). combined elements constitute the formal rationality or basis that constitutes McDonaldization. In his works, Ritzer continues to alarm many by describing McDonaldization as "a largely one-way process in which a series of American innovations are aggressively exported widely. part of the rest of the world." The author introduces the concept of the "new means of consumption" to illustrate the ways in which not only business, but also cultural practices are threatened by McDonaldization. Defined as “those things owned by capitalists and made necessary by them for customers to consume,” some of these examples of consumption include fast-food restaurants, credit cards, mega-malls, and television networks for home shopping. The critical point for the author is that each of them changes the way individuals consume. For example, the export of fast-food restaurants and American eating habits, with their emphasis on food as something to be consumed as quickly, efficiently, and cheaply as possible, alters the way people eat and, therefore, “represents a profound threat to the entire cultural complex of many societies." This change in society plays a huge role globally in other cultures following these bad habits and habits, 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 meaning. Its suitability is apparently justified by the growing number of fast-food restaurants and Disneyland-like entertainment around the world. McDonaldization is believed to be very influential, entertaining and yet disturbing to society. Works Cited "The McDonaldization Thesis: Explorations and Extensions. George Ritzer. London: SAGE Publications, 1998." indiana.edu February 20, 2014"McDonaldization" StudyMode.com. 04 2005. 2005. 04 2005 "McDonaldization." 123HelpMe.com. February 20 2014