Essentials of Sociology. George Ritzer

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СКАЧАТЬ McDonald’s, but they are able to request some modifications in at least some of the food they order. This is one of the reasons that lines can be long at counters and drive-throughs. Counter people, as well as those who staff the drive-through windows, can adversely affect the process in various ways (for example, food may not be modified as requested; it is not unusual to drive or walk some distance only to find that one’s sack of food does not include exactly what was ordered).

       The main irrationality of rationality associated with Amazon.com is its tendency to lead to excessive consumption, while that is not possible at McDonald’s given its limited menu and low prices. However, it is possible, even likely, to consume too many calories, too much fat, and too much sugar at McDonald’s (Spurlock 2005). ●

       Visit edge.sagepub.com/ritzeressentials4e to

       Watch an interview with Ritzer about his book The McDonaldization of Society.

       Examine photographs and learn more about what Smithsonian magazine has identified as the most unique McDonald’s restaurants in the world.

       Look at menu items from different McDonald’s restaurants.

      Ask Yourself

      What would your life be like in a postconsumption age? In what ways might it be better? Worse? Why?

      The Digital World

      Sociology has always concerned itself with the social aspects and implications of technology, or the interplay of machines, tools, skills, and procedures for the accomplishment of tasks. One example is the assembly line, a defining feature of early twentieth-century factories. Later, sociologists became interested in the automated technologies that came to define factories. However, technologies have continued to evolve considerably since then. Sociologists are now devoting an increasing amount of attention to the digital world that has emerged as a result of new technologies already mentioned in this chapter, such as computers, smartphones, the internet, and social networking sites such as Facebook and Twitter (Mukherjee 2018).

      While we discuss life in the digital world throughout this book, living digitally is not separate from living in the social world. In fact, the two forms of living are increasingly intersecting and creating an augmented world (Jurgenson 2012). The widespread use of smartphones allows people to text many others to let them know they are going to be at a local club. This can lead to a spontaneous social gathering at the club that would not have occurred were it not for this new technology. However, the most dramatic examples of the effect of smartphones on the social world are seen in their use in mobilizing, especially through Twitter, large numbers of people to become involved, and stay involved, in social movements such as the revolutions in Egypt (2011) and Ukraine (2014).

      The networking sites on the internet that involve social interaction are the most obviously sociological in character (Aleman and Wartman 2008; Patchin and Hinduja 2010). For example, Hodkinson (2015) has pointed out the similarities between teenagers’ bedrooms and their social networking sites in terms of privacy issues. Both are intimate personal spaces where teenagers socialize and individualize in ways that express their identities. Social networking sites are especially important in North America (Europe is not far behind), where the percentage of those with access to the internet is highest (see Figure 1.4). However, their importance is increasing elsewhere, especially in the Middle East and North Africa, as reflected in the role they played there in recent social revolutions. Protesters used cell phones and the internet to inform each other, and the world, about the evolving scene. To take another example, Facebook.com/yalaYL has become a key site where Israelis, Palestinians, and other Arabs communicate with each other about both everyday concerns and big issues such as the prospect for peace in the Middle East. This social networking takes place online, while peaceful face-to-face interaction between such people, and between their leaders, is difficult or nonexistent, especially in light of continuing violence in and around Israel (Bronner 2011).

      Description

      Figure 1.4 Internet Access by Geographic Region, 2018

      Source: Data from Internet World Stats, Miniwatts Marketing Group.

      While social networking sites can bring about greater interaction, they also come between people and affect the nature of interaction. Twitter limits each message to 280 characters, but face-to-face communication has no such limits. On the other hand, face-to-face communication is limited to a shared physical space, whereas communication via Twitter travels anywhere there is a device connected to the internet. Sociologists are interested in getting a better handle on the nature of the differences, as well as the similarities, between mediated and nonmediated (e.g., face-to-face) interaction. In technologically mediated interaction, technology such as the internet and the smartphone comes between the people who are communicating, while there is no such interference in nonmediated interaction. People who are shy and insecure when it comes to dating or sex, for example, may be much more comfortable relating to others on mediated websites such as Hinge, Match.com, OkCupid, and Tinder.

      Another sociological issue related to the internet is the impact on our lives of spending so much time interacting on social networking sites. For example, are you more likely to write term papers for your college classes using shorter sentences and more abbreviations because of your experience on Twitter or with texting? Consider also the impact of the 9 hours per day that young people ages 13 to 18 spend on entertainment or screen media (Common Sense Media 2015). In some cases, little time remains for other activities (e.g., schoolwork, face-to-face interaction). Increasing the ability of children to spend time on screen media is the growing availability of mobile devices such as smartphones and tablets. In 2017, 98 percent of children in the United States under 8 years of age lived in homes with mobile devices, compared to 52 percent just two years earlier. They were also more than 30 percent more likely in 2017 to use such devices than they were in 2013 (Common Sense Media 2017a). A study of parents and children in fast-food restaurants found that a significant majority of the parents were more absorbed in their mobile devices than they were in relating to their children (Radesky et al. 2014).

      Social changes brought about by the thorough integration of the internet in most areas of our lives have been enormously influential—and the changes are far from over. Teenagers and even very young children take our constant connectivity for granted, suggesting that most of the changes we are witnessing will become ever more pervasive.

      Hill Street Studios/Blend Images/Getty Images

      We may also multitask among several online and offline interactions simultaneously, such as in class or while doing homework. You may think you do a great job of multitasking, but dividing focus in this way can actually reduce your ability to comprehend and remember and thus lower your performance on tests and other assignments (PBS 2010).

      Internet technology also affects the nature of consumption. More of it is taking place on such sites as eBay and Amazon.com, and that trend is expected to continue to grow. In 2015 a Pew study found that 79 percent of all Americans shopped online compared to only 22 percent in 2000. Fifteen percent of shoppers purchased at least one item per week, and 51 percent used their mobile devices to purchase goods. Consumers spent a record $453 billion shopping online in 2017 (Digital Commerce 360 2019). It is also easier for people to spend money on consumption on internet sites than it is in the material world. It is worth noting that these sites, as well as the internet in general, are СКАЧАТЬ