McDonaldization in the Petrol Station

Yesterday I went to Abou-Hamour Petrol station to study the effect of McDonaldization in Qatar. I also looked on how aesthetic designs in food outlets affect the way people behave inside them. I start by showing the pictures that I took around the petrol station through a realistic everyday life scenario.

If you have a Mitsubishi car, like me, or if you have a Toyota or a Nissan you may want to send your car for routine service at the service centers in Abou-Hamour Petrol station. But maybe you need to empty your car from the laundry work so that the service center can work freely on your car. Hence, you can leave your laundry at Yahoo Laundry.



But you can also get some stationary items that you need to compile your final project paper from Wahi El-Kalam Stationary shop. Then get some Lebanese shawarma from Kanari El-Sham, Istanbul Sultan Dining Restaurant or Rawabi Lebanon.



If you live at the dorms you may want to buy some house keeping items and some vegetables from the Grocery store. Indeed, Grand Shopping Center has all of this for you.



Your car service is not over yet and you remembered that your roommates wanted some fast food. Don't worry! there are all the options of globalized food outlets including McDonald's, Burger King, Hardees, Subway, Pizza Hut, KFC, Papa Johns and Baskin Robbins.



Your car is over now, but it isn't washed from the outside, and you want to wash it. Very easy! just leave it for fifteen minutes in the car wash shop in the same petrol station.



While your car is being washed, you can spend the time at Al-Fanatir Saloon which is a barber shop to get a haircut in preparation for the presentation you will give the following day.



Indeed, you can't forget pharmacies, coffeeshops, textile shops, optics shops, car rentals, etc. all in one petrol station called Abou-Hamour.



According to George Ritzer, McDonaldization "is the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world." While the petrol station has many McDonaldized outlets including McDonalds itself, I study the petrol station as a whole being a McDonaldized organization. To understand the McDonaldization in the petrol station I examine the four dimensions of the theory.

First, efficiency meaning the optimum method of completing a task using the best modes of production. In efficiency individuality is not allowed. In the petrol station most of the restaurants had the bread and its content already made and prepared and all what they do to prepare a sandwich was that they put them together in five minutes. In another perspective the petrol station is efficient in the sense that it provides all what an individual may ever need for their home. Its not only about filling the car with gas, its also about completing household requirements as I mentioned in the scenario above. If these restaurants were scattered around in the same area but spaced away in such a regime that while you are entering one outlet you won't see the other outlets, none of the outlets would have been optimizing their sales. Therefore, the way the petrol station is built in a structure that is optimum at increasing sales of the petrol station as a whole by allowing people to buy from the different outlets by the process of impulse buying. Statistics show that 70% of fast food purchases are impulse buys. Its just like the candy displayed at the cash register in a super market but on a larger scale.



The second dimension is calculation, which is an assessment of outcomes based on quantifiable rather than subjective criteria. McDonaldized organizations tend to favor quantity over quality. In such a tight place with all these outlets in one petrol station you may wonder about the quality. Of course having all these shops in one small area increases the bottom-line value, which is the total accounting revenue. However, when it comes to the quality of service in the petrol station itself you cant help noticing the drawbacks. First with this huge number of shops the petrol station is not air-conditioned, but who would air-condition a petrol station anyways? The petrol station organization have created a structure that looks like a mall where you get around with your own air-conditioned car. Hence, they save themselves the cost of ventilating the hallways in front of the shops. The second drawback is the congestion that is persistent most of the day as many people like to stop by to get food, fill their fuel tanks or service their cars. The huge congestion is usually due to many people waiting in their air conditioned cars for their orders rather than wait outside during the hot afternoon or inside the tight shops.



Third the McDonaldized petrol station is predictable meaning that the production process is organized to guarantee uniformity of product and standardized outcomes. Anytime you got to Abou-Hamour petrol station you know you will find the same shops that sell the same items since the outlets inside the McDonaldized petrol station are McDonaldized themselves. Hence, you can easily predict the that the shops in the petrol station will still sell the same products and will still look, taste, smell and feel the same.

Finally, control is the substitution of less predictable human labor with more predictable non-human labor. For this aspect I looked into the service center of Mitsubishi and I couldn't help noticing how automated car services have gotten. The whole service center runs on one employee who takes the order and runs the cash register, and two workers who service the cars. Similarly in most of the food outlets all the cooked food that serves hundreds of people, passing by everyday, can be prepared by a maximum of five people in the whole shop due to new technologies.

In examining the aesthetic look, most of those outlets preferred customers who just pass by to buy and that's it. For example, I went to buy lamb shawarma from Chez Mazen and took some pictures.



Inside the shop I couldn't stand the heat of the shop as the kitchen and the cash register were in one location. While I order I was tortured by the hot grilling shawarma that I had to wait outside of the shop while my order gets ready.



Even if you are able to stand the heat, they still don't want you in their shop for too long either. They have exactly six awkwardly located chairs that face the kitchen and are extremely uncomfortable.




Aesthetics are the ways in which people communicate and express themselves through sight, sound, smell, taste and touch. Many shops are designed in a way to attract certain customers, they also set the behavior that a consumer needs to follow inside their restaurant through aesthetics. In Chez Mazen the kitchen and the cash register were in the same location because of the high cost of an outlet there. However, it serves the restaurant in two ways: first customers see what happens in the kitchen and are convinced that workers are transparent in producing their food. Secondly, the heat coming out from the Shawerma grill plus the very uncomfortable chairs force the customers to buy and leave and not sit to eat and take up valuable space. The smell of shawarma being smelled from outside can make your stomach rumble and get you in to eat.

McDonaldization in the Darwish Household

       
          Today in class, we discussed the theory of McDonalization, which is a process where society is increasingly run like a fast food restaurant. While the professor was explaining the four dimensions of this concept, I could not help but notice how the processes relate to my everyday life and family structure. The first dimension, efficiency, is the optimum method of completing a task. My family is heavily reliant on schedules, and everyone planning their week in advance. We like to know what everyone is doing for us to decide when is the best time for us to gather as a family and what is the best activity we can during that time span. With my schedule, I plan when I should complete my homework, extra curricular activities and miscellaneous errands without it interfering with my family activities.
          The second dimension is calculation. This is an assessment of outcomes based on quantifiable rather than subjective criteria. With my example, we “calculate” the best time for us to spend time as a family after everyone has informed our parents with our schedule for that week. We usually spend every dinner together during weekdays and dedicate our entire Friday to our family. This step is essential as it decides what time we should all gather together and how much time we have available. This will determine whether we’ll be staying at home, going out to a restaurant, or watching a movie at the cinema.
         The third dimension is predictability, which is the production process organized to guarantee uniformity of product and standardized outcomes. This relates to my family structure as every week, we are able predict that we will gather during dinner, as well a lunch on Friday. Also, when our schedule is complete, we can predict what to expect for that week and hopefully assume a certain outcome.
          The last dimension is control. This is the substitution of more predictable non-human labour for the human labour, either through automation or the de-skilling of the workforce. One of the main reasons my family and I are able to spend a lot of time with one another is because of our smartphones. We are able to send messages to our parents informing them with our schedule for that week and thus they are able to tell us immediately what activities they have planned.
          Personally, I prefer having a formula set up on how one should behave as it brings a certain standard of efficiency to one’s life. With this schedule, I am able to complete all of my tasks and spend a lot of time with my family and friends as well. Every day is productive and effectual.

Here are some photos of three past family activities that we have completed at home (All photos taken with my Iphone camera):
- Movie night

-Breakfast buffet

-Outdoor gathering when the weather is nice

Cai Guo-Qiang Gunpowder's Project impact On Qatar

From November 2011 through December 2011, I’ve been working with Chinese Contemporary Artist and Curator; Cai Guo-Qiang, hosted by Mathaf: Arab Museum of Modern Art, Qatar. Cai initially began working with gunpowder to foster spontaneity and confront the suppressive, controlled artistic tradition and social climate in China.















While living in Japan from 1986 to 1995, Cai explored the properties of gunpowder in his drawings, an inquiry that eventually led to his experimentation with explosives on a massive scale and the development of his signature "explosion events". While I was participating in this project, I noticed that sociology has a very huge impact on the process was running on through the whole project. At the beginning, there was a huge discussion of hosting the Gunpowder Project here in Qatar by engaging the young generation with it, however, Mathaf has broke the norms by introducing the Gunpowder Project in Qatar. Everyone who heard about the huge explosion that is going to be held in Qatar got worried about it, however, the advertisement around Doha Town helped people to get engaged with the process of the project and actually people signed to participate in this new norm happening in Qatar.















From day one, I’ve been noticing many sociological aspects from culture, mcdonaldzation, to individuality vs. collectivism. Even though, it’s Cai’s individual artwork, he broke the norm by involving us the audience from China and Qatar, in his project by assigning us tasks to complete his work as a group instead. I found that he had assigned each participant with specific tasks and everyone would be working with efficiency, calculability, predictability under his control, which symbolize mcdonaldzation. On the other hand, the gender and ethnicity was not a problem with him at all. There were many people from this region and foreigners too collaborating in his project, which is a morality's gesture from him. By hosting here in Qatar I believe, he had a huge impact in spreading his culture through his Artworks by attracting the audience and engaging them to spread and share his values. I learned from this experience that, culture could be extent through many various ways rather than the old fashioned techniques; it needs only an influential vision and strength to accomplish the intention.





It's All over the News!!








The Project's Conclusion.

McDonaldization Spread

McDonaldization refers to the increasing presence of the fast-food model in many organizations that are involved in shaping people’s daily lives. It is a process whereby the principles of restaurants are dominating many sectors of Qatar society, as well as of the rest of the societies. When it occurs in the university, work, travel, leisure, shopping, healthcare and education become subject to this process. You can find shopping malls, food courts, and sports stadiums; even cruise ships reflecting this trend toward standardization.



Each industry is based on a principle of high and efficient productivity, which translates into a highly rational social organization, with workers employed at low pay, and customers experiencing ease, convenience and familiarity.
Ritzer’s four primary components of McDonaldization can be applied here. Firstly, there is calculability. McDonaldized services are quantified. The customer’s burgers and fries are an exact size, and are delivered within a specified time. Quality is redefined as quantity. Secondly, there is efficiency. This means that in a time-pressured society, mcdonaldized services are desired because they are fast. The third one is predictability. This means that the products and services are standardized at all times and everywhere. They are the same. The fourth one is control. Where possible, technology is substituted for human labor. The goods and services are automated. Irrationality and rationality is the fifth aspect. Irrationality means that the rational systems are unreasonable systems. This further means that they deny the human reason, the basic humanity of the people who work within or those that are served by them.



In conclusion, McDonaldization is a good business model that many industries have adopted the same organizational characteristics. It aids society a lot because they get goods and services efficiently and effectively.

"The walk for life", Formal organization with a cause

In sociology a formal organization is defined as being a type of secondary group which people create as a coordinating mechanism to achieve a planned outcome. They are viewed as such because they bring together people and resources that when worked together will achieve the desired outcome.
People all over Qatar shed their regular attire for bright pink t-shirts, as they took part in a walk along Doha’s Corniche to raise breast cancer awareness in our Qatari community.

“The walk of life" channels human activity toward achieving an outcome which supports a mutual interest and meets important human needs, all for a non-profit goal. First of all, it was a voluntary organization. People attended the walk to donate their time and effort in achieving the ultimate goal of raising awareness  to the masses. The people who attended the cause were a mix of everything from different nationalities to different social statuses. This was definitely a secondary group because of the fact that everyone gathered for a specific purpose which was to take part in the walk that would use that awareness to aid in the prevention, early detection, and treatment of breast cancer.

However there were many differences that the walk of awareness had to formal organizations. It might be apparent but people walked together in large groups which even though the majority didn't know each other they were brought together by a common purpose. The notion of “McDonaldization” was not put into the extremes since the walk was to raise awareness unlike a production line of creating products as efficiently as possible. Efficiency and how fast or slow people walked was up to the people themselves since everyone who joined the walk was there voluntarily.

Mcdonaldization of Hamad Medical Corporation In Qatar

In reference to sociologist George Ritzer, Mcdonaldization is the “process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world.” He came up with four main principles that are leading fast-food restaurants and coming to dominate the society. The four leading components are: efficiency, quantification, predictability and control. These four principles may be applied to nearly every business cooperation and even social institutions. However, these four principles are greatly applied to hospitals and health care. The best example may be Hamad Medical Corporation in Qatar.



Going to the hospital and getting some health care tends to be a lot more simplified and predictable than it was before. Efficiency as one of the four main components of Mcdonaldization plays an important role within hospitals and healthcare. Efficiency is the service offered to allow consumers to move quickly from one state to another. For instance, back in the days patients knew their doctors on personal levels and had family doctors, whereas, nowadays, the relationship between doctors and patients are less personal and more efficient. The existences of appointments have increased the efficiency, rather than having patients turn up randomly without previous appointments. Some times patients have to call ahead of time book appointments. Other times, they may need to book an additional appointment to follow up. In addition, the roles of nurses play another essential responsibility in making Hamad Hospital more efficient. They tend to examine the patient, while the patient is waiting for their appointment. Sometimes, they even provide preliminary diagnosis without having to see the doctor. They actually have a room for preliminary examinations.

In order to process patients in an efficient cooperation, Hamad Medical Corporation needs to endure quantification and calculation. Quantification is the numerical indicators that enable consumers to evaluate a service easily. In this situation, the numerical indicators are the health card ID numbers, files, and even the numbers you get as soon as you walk to the reception of the hospital. This is when the patients gets their waiting numbers before even getting to the receptionist and inform them that they’re attending. Then, the receptionist would get their file ready by searching for the health card ID number. Obviously, we could infer that Hamad Hospital is not only using quantification and calculation, but also a scientific management to administer the hospital. Scientific management is the attempt to analyze the work and to identify the most efficient way to accomplish the given task. In this case, Taylorism comes into play, where everyone in the hospital has a specific role. The receptionist get files ready and the numbering machine counts and manage the patients without having long ques.



Predictability, consistency, discipline, routine and order are the principles I noticed at Hamad Medical Corporation. Predictability is the expectation that a service will be the same no matter what. In this instance, the predictability I encountered and noticed at Hamad Hospital was that individuals had their specific role and everything was in order. For instance, if I were to be a patient, Id know how to get an appointment and see a doctor. I would first call for an appointment, attend on the day, get a number, go to the receptionist in order for them to get my file ready, wait in the waiting area, have them call out my name, complete any necessary preliminary examinations, see the doctor and get a diagnosis in regards to the situation, and later on, get a follow-up appointment if necessary.

Last, but not least, control plays an extremely vital role within the health care system. In a sociological sense, “control is the guiding or regulating, by planning out in detail, the production or delivery of a service or product,”(Joan Ferrante 2011). Doctors have the final say in our well being, especially at the Hamad Medical Corporation emergency section. They make the final decision in extreme situations, where they decide on whether which patient is more critical and in more desperate need than another. For instance, in worse case scenarios, the doctors decide on transplants, blood donations and even with life/death circumstances.



Efficiency, quantification, predictability and control are all four main driving forces behind Mcdonaldization. The simple process of Mcdonaldization has come to dominate other industries of the society. The sociologist George Ritzer invented the term Mcdonaldization and the sociological phenomenon of the rationalization of institutions and our society. But, this is not where it ends; the process could possibly be applied to every aspect of our lives, even with listening to music and shopping.

Cinema in Qatar

A decade ago the cinema business here in Qatar was very small. The biggest cinema, Al-Khaleej cinema, had two theaters only! However, if we look at cinemas in Qatar today we can see that one cinema can have more than 13 theaters.

It is easy to see today how the principles of McDonaldization are dominating cinemas in Qatar today. Cinemas are trying to become efficient more than anytime before. If we take the cinema at the Villagio Mall, you can see they have more than four ordinary counters along with a specialized counter for the balconies and the IMAX Theater.

At these counters the booking takes place through a computerized system where a screen shows you the available seats in the theater, and you get to pick which seat you want. in addition, if you want to go watch a movie, you can go to the online cinema guide and check for the screening times.

Furthermore, there is a clear division of labor. One worker sells you the ticked outside, and when you go inside another person cuts your ticket right at the gate that leads you to all the theaters, and at last you’ll find a different person checking you ticket when you enter the theater to show you where you are supposed to sit.

Moreover, they have many sorts of food and beverages offered for sale before entering the theater. These include popcorn, soft drinks, shakes, chocolates, cupcakes, cookies, hot corn, nachos with cheese and jalapeño. It is very important to mention the globalization of eating food at the theater. This globalized norm applies mostly to popcorn andcoke.

We can also see the quantification and calculation in the different options they offer to their customers, ones that weren’t available before. Some movies are offered in an ordinary theater,3D, or in the IMAX Theater, where the last costs the most and the first costs the least, corresponding to the quality. Moreover, there are three theaters with balconies that offer bigger seats for a higher price.

Regarding predictability, the customer expects to see the same movie if he or she went to any theater, if its not the IMAX. Moreover, you always expect the food to taste the same, and when you go for a movie in the IMAX Theater or book a seat in the balcony you expect a better overall experience.

Moving to control, despite all the deviance that goes around, people are not allowed to bring food from outside, which keeps them limited with the food offered at the cinema that is much more expensive compared to the prices outside. But as I said, many people sneak their food in their purses. Moreover, if you buy a ticket you cannot return it or change it for another ticket.

Formal Organizations on a miniature scale. Could it work?

Dr. Tracy Vaughn is not only a highly respected professor at Northwestern University in Qatar; she is also an accomplished quilter among many other things. NUQ students had the privilege of attending several quilting sessions to learn the art. Similar to the museum we visited, quilting is an art form that tells a wide range of stories and history. I chose to distinguish the similarities and differences this session had to formal organizations, even though it’s on a much smaller scale.

First of all, it was a voluntary organization. People attended these sessions not only to learn the art of quilting but to also donate their time and talent to achieve the ultimate goal of creating one giant NUQ quilt. The students who attended the session were all students of NUQ however distinguishing whether they were a primary or secondary group was difficult because the relationships weren’t impersonal but they weren’t strong family like ties either, but the fact that everyone gathered for a specific purpose which was to take part in the session and create a huge quilt categorizes as more of a secondary group. Unlike being in a lecture or class, the session was in an informal dimension, people would pass by, chat as they work and workwith their friends. Since these sessions were held in Dr. Vaughn’s quilt exhibition, “ideal types” of what the finished product would preferably look like surrounded us which gave us a better idea of what we were working towards. Professionalization was definitely present during the session since Dr. Vaughn used her skills that she acquired over years, to teach us the basics of making a quilt.

However the differences the quilting session had to formal organizations were much more apparent. As I mentioned previously, people often worked together or sat in groups therefore there was a lack of alienation, although everyone’s product was customized. The notion of “McDonaldization” wasn’t put into practice either. Efficiency was low since everyone who joined the sessions were newcomers and had no prior experience. Although there were a certain number of purple fabrics students could choose from, the likelihood of two quilts having the same pattern was very low, which made every quilt unpredictable. In regards to control, every quilt was encouraged to be individualized, so unlike a production line; no one was assigned a particular job. Finally, the only factor that fits into quantification and calculation was that each quilt was made up of four fabrics, other than that there wasn’t a particular amount of products set nor was there a time limit.

After analyzing the quilting session I realized that formal organizations definitely work better on a larger scale with bigger businesses and establishments rather than smaller ones since they probably have a larger client base that need their demands met as fast as possible unlike industries such as quilting which require an artistic touch.

McDonaldization of The Music Industry

George Ritzer, is the great mind behind the term McDonaldization. It can be used to describe the functioning of different formal organizations, such as hospitals, shopping centers, or even universities. However, I’ve decided to look at the McDonaldization of the music industry.

There are four principles of a fast food restaurant that Ritzer discusses in his talk about McDonaldization are: efficiency, quantification and calculation, predictability, and control. All of there principles can be applied to the music industry and how, if you look close enough, it functions just like a McDonald’s.

The way that the music industry applies the principle of efficiency is as follows. They want to be able to make megabucks by selling their artists’ music, so they make sure that they music that they are producing is the most productive and appealing to their targeted audience. They offer the best music that they can offer to their consumer to satisfy their needs as they are their primary source of income, and if their productions were not efficient and sufficient then they wouldn’t have a job anymore. For example: the producers of an album know that the most efficient time to sell a Christmas album is more than likely to be around the holidays, and not during the summer, therefore they are being efficient in making sure that they don’t waste their resources.

Next on the principle list comes quantification and calculation. This particular principle is applicable to several different aspects of the music industry. The notion that more is better can be viewed two different ways, and in both be seen as ways of quantification. The first way is by looking at the number of albums they sell, and subsidiary to that all the other merchandize they come up with. To the consumer they get more for their money when they buy the album on iTunes. If they didn’t know about the extra material online and actually bought the actual CD first then they will have to buy the whole album again in order to get the material, thus the music industry gets more. The second way of looking at this principles is can be looked at as quantity over quality. There are numerous artists in the industry, and a majority of them are very similar. At one point Christina Aguilera, Britney Spears, and Jessica Simpson were all very similar. As if they were mass-produced artists, thus more of the same artists as opposed to a few really gifted ones.




Predictability. When thinking about the music industry it is pretty predictable when it comes to what you get from it. It starts off with a lot of promotion for a new artist, after that comes a first single, the album is released, maybe a couple more singles, that artists is an opening act for a while, they get their own tour, and work on their second album begins. Or at least something along those lines when an artist is actually signed to a label. As consumers we know that the most popular songs usually come out during the summer, and that’s when we expect the artists to come out with the best that they’ve got. We know what to expect from a boy band (though not many good ones exist nowadays), what Beyoncé is going to sound like, and what country music is like. It’s the way the industry functions that makes it predictable in a good way.

Last but not least comes the principle of control. This is where the music industry actually regulates what comes out of it and how that goes about happening. They make sure everyone is doing their particular job to the best of their abilities. Everyone does what they need to do in order for the organization to function properly, and if one person makes a mistake it can result in failure.

McDonaldization can be seen everywhere in society and the music industry is no exception. Question is, how much more can society take of it?

McDonaldization in Your Homes!

As soon as you walk into someone’s house you could automatically get a sense of the culture. Some houses even have a particular smell that could identify where the residents are from. Walking into my friend’s house I mindlessly recognized the scent I smell in all Sudanese houses I enter. This is actually the scent of some products they use in the house that are shipped in to Qatar from Sudan. The next thing I notice is the color and brightness of the house. It’s usually white and more blunt than my house for example, which gives their space a more temporary feel. A lot of the Sudanese houses I’ve been to use white lights, in contrast to mine, where we have warmer lighting.



You get a sense that the Sudanese residents don’t really consider this house in Qatar their home. Whereas for Palestinians, who constantly struggle to live in a subculture, try to make these houses their homes. When I say subculture, I mean a smaller culture within another culture that Palestinian usually live in. Palestinians use warmer colors, a lot of carpets and really design their houses in a way to make it feel like a home to them. In my home, and a lot of Palestinian homes I’ve visited, we try to add a lot of Palestinian elements to the house as a reminder of that place we “belong to,” even if we didn’t buy these objects from Palestine.




Sudanese usually have a lot of African and tribal objects around their “temporary” house that are bought back from home, to remind them of that place that they will eventually go back to, their real home.






However, the households did have some things in common. To begin with, there was a feel of alienation, which could be defined as a state-of-being where human life is dominated by the forces of its own inventions. The houses were machine-dominated. The families weren’t connecting in conversation, but most of the family members were watching TV. While the teenagers or working children were on their laptops, connected to the Internet. Some of the younger children were playing video games.




When the mother or housemaid cooked or even made tea, they would use a kettle, microwave, gas-run oven and so on. Everyone in the house was using a machine. Some of the siblings even communicated through the use of their cell phones, instead of verbal communication. So, even if the culture is different or the dialect they use is different, whether you’re Sudanese or Palestinian you are influenced by this idea of “McDonaldization.” In sociology, McDonaldization is a process where society is increasingly run like a fast-food restaurant. This means that we’re all being influenced by the idea of rationalization and even households could be modernized some way or another. This definitely can’t sound very literal, where a household could never really be a McDonald’s. However, all homes try to be as efficient, predictable and controlled as possible. They have a set of rules to be followed, try to be as efficient as possible with time, money etc. and predictable with honesty and the open relationship everyone has with one another. With time, the children in the house and the parents start demanding more. Here, control and calculation come in, where they need to monitor the amount of things they buy and consume.