LEARNING THE CONCEPTS OF :

• GLOBALIZATION
• LOCALIZATION
• McDONALDIZATION
GLOBALIZATION
AND ITS EFFECTS ON SOCIETY
GLOBALIZATION

 “Trends toward greater economic,cultural,political and technological

independence among national institutions and economies.” (WILD/HAN)
 Arguing against globalization is like arguing against the laws of gravity. (kofi
annan)

 Origins of globalization
GLOBALIZATION : (BASIC ASPECTS)

 The IMF (International monetary fund) has identified four aspects of

globalization.
1. Trade and transactions
2. Capital and investments
3. Migration and movement of people
4. Dissemination of knowledge
GLOBALIZATION (PROS AND CONS)

 Outsourcing and globalization of manufacturing allows companies to

reduce costs, benefits consumers with lower cost goods and services,
causes economic expansion that reduces unemployment, and increases
productivity and job creation. (LARRY ELDER)
 We are aware that globalization doesn't mean global friendship but
global competition and, therefore, conflict. That doesn't mean we will all
destroy each other, but it is no happy global village either. (RENE GIRARD)
 Where globalization means, as it so often does, that the rich and powerful
now have new means to further enrich and empower themselves at the
cost of the poorer and weaker, we have a responsibility to protest in the
name of universal freedom. (NELSON MANDELA)
 Globalization, as defined by rich people like us, is a very nice thing... you
are talking about the Internet, you are talking about cell phones, you are
talking about computers. This doesn't affect two-thirds of the people of
the world. (JIMMY CARTER)
Advantages of Globalization

 Easier to communicate throughout the boundaries.

 Easier to travel
 Cultural interchange
 International trade.
 Improvement of new technologies
Advantages of Globalization

 Better and cheaper products

 The transport of the products is easier and faster
 Better investment
 Increase opportunities
 Increase free trade between nations
Disadvantages of GLOBALIZATION

 It creates unemployment in developed countries.

 Inequality of income
 Socially unequal distributions of world resource
 Small companies have to go out of business because they can not
compete with the multinationals.
 As a result the gap between the poor and the rich people increase.
Disadvantages of GLOBALIZATION

 Non-controlled circulation of money

 Human trafficking
 Inhumane use of power and child labour.
 Less accountability for rich countries in name of development.
 Unemployment
 Financial insecurity
 Unequal opportunities
LOCALIZATION

 The process of adapting a product or content to a specific locale or market.

 Translation of language
 Adapting graphics to target markets
 Modifying content to suit the tastes and consumption habits of other markets
 Adapting design and layout to properly display translated text
 Converting to local requirements (such as currencies and units of measure)
 Using proper local formats for dates, addresses, and phone numbers
 Addressing local regulations and legal requirements
LOCALIZATION

 Translation.
 Norms and laws.
 Color associations, symbols, and icons.
 Humor.
 Cultural and religious values.
 Special characters.
 Date formats, measuring units, and currencies.
LOCALIZATION : AIM

 The aim of localization is to give a product the look and feel of having
been created specifically for a target market, no matter their language,
culture, or location.
McDonaldization
ATTRIBUTES OF A McSOCIETY

 Stndardized societies.
 Rationalized and scientific approach.
 Predictable behavior
McDonaldization

 Sociologist George Ritzer theorizes “McDonaldization” as a contemporary

form of rationalization
 McDonaldization is moving from traditional to rational modes of thought,
and scientific management.
 George ritzer coined the term McDonaldization to describe the spread of
bureaucratic rationalization and the accompanying increase in efficiency
and dehumanization
COMPONENTS OF McDONALDIZATION

 According to Ritzer, McDonaldization is comprised of four main

components:
1. EFFICIENCY
2. CALCULABILITY
3. PREDICTABILITY
4. CONTROL
EFFICIENCY

 Efficiency in McDonaldization means that every aspect of the

organization is geared toward the minimization of time. From a customer
perspective, efficiency is achieving the fastest way to get from being
hungry to being full.
CALCULABILITY

 The second component, calculability, refers to the quantifiable objectives

of fast-food chains.
 Workers in these organizations are judged by how fast they accomplish
tasks instead of the quality of work they do.
 availability versus variety – you can get a lot of one thing, but not
necessarily the thing you want.
 Increase in volume does not equate to increase in choice.
PREDICTABILITY

 Predictability is the idea that no matter where a person goes, they will
receive the same service and receive the same product every time they
interact with the McDonaldized organization. This also applies to the
workers in those organizations. Their tasks are highly repetitive, highly
routine, and predictable.
CONTROL

 Under control, employees become standardized and replaced by non-

human technologies.
 As part of standardization, cultural hybridization occurs. Ritzer argues that
as McDonald’s enters a country, consumer patterns are unified, and
starting with the food chains, local cultures are westernized