The McDonaldization of Society

In the few hundred years that it has been its own independently established nation, America has been witness to an incredible series of radical changes. It was not long ago that slavery existed, women were considered the property of men, people who held any form of a job were immediately thought of as lower-class, and the time-honored traditions, expectations, and social rules concerning family, religion, and education were upheld and practiced without question, as though …

…should fight to turn our society back in the other direction towards a de-McDonaldized society - if we don't do anything, the enormous levels of superficiality and materialism created by rationalization that feed our capitalist society will continue to expand, thereby decreasing the power and the significance of genuine human feeling and character, and feeding the serpent in the big red shoes until his footprint becomes a permanent fixture on the surface of the earth.