American has seen so many changes since the end of the US Civil War in 1865. Here, Daniel L. Smith discusses some key trends that have happened since then, ultimately leading to the so-called ‘McDonaldization’ of Society.
Daniel’s book on mid-19th century northern California is now available. Find our more here: Amazon US | Amazon UK
George Ritzer who wrote The McDonaldization of Society in 1993. Source: available here.
Rationality and logic were broken well before the 2000s and even before the 1960s. In fact, it was during the Reconstruction-era after the American Civil War that things fell apart quickly. Specifically, between 1863 and 1877. This was the catalyst for how American society would form as we see it today. During the Reconstruction-era, historical process was coming into play, such as the country adjusting the deconstruction of institutional slavery, as well as the security of our country’s unity as one – both outcomes of the Civil War. If it were not for a pardon from treason that was handed over to the Confederate generals and politicians after Lincoln was assassinated, I observe and stand on conscience that our nation would have looked much different today. I mean that politically and culturally.
Of course with advancement of society came cooperation with differing minority groups. A differing narrative stayed alive in the black communities. By the 1930s, Southern Democratic politics had been changed. These politicians and business elites began to shift their views to how “interracial cooperation” could bring them success in the 1900s South.[1] Politics at this point and time begin to change rapidly with the introduction of industrialization. Skyscrapers would start to emerge. Entertainment became higher priority. And self-gratification such as at restaurants, movies, food, and alcohol, began to be in excess for all those who hung onto their traditional American roots.
Consumer culture
In the 1930s consumer culture was a tied knot of pestering and arrogance. Many of those at that time would begin to condemn mass-culture, which began to be viewed as fun, with an insistence on freedom for self-expression. Mainstream society began to view it as an antisocial counterculture. Critics of the consumer culture were easily characterized as “Puritan” in their own personal views on this way of life. So, we end up in the 1960s where the societal revolution would really take off. Media and corporate entities would help fast-forward this social revolution in America. The “permissiveness” of 1960s culture would be countered itself by the return of traditional religion in America.
McDonaldization
There has always been a “see-saw” like effect throughout politics and religion in history. If you pay attention to current events, you observe this. From watching the news, to social media, to living your daily lives – everybody sees the fallout from America’s fracture of the founders’ ideals. Most do not know that, but most also see it happening right in front of their own eyes. Think, Skid Row in Los Angeles, California. Tent city. The homeless empire.[2]
This brings me to how professor and author George Ritzer came up with the clever slogan, “The McDonaldization of Society.” So here we are. We live in a society where a poll of elementary school children in 1986 concluded that 96% of them could identify Ronald McDonald over Santa Claus in name recognition.[3] Mind blowing to think that today it’s even worse. And on many differing levels. Social media, video games, movies. Everything today is on overdrive. But I digress to make the point that the McDonaldization of society, that is, creating an atmosphere of instant gratification, has caused a shift in how Americans live their lives today.
Ultimately, the McDonaldization of society was the turning point in how the entire world would come to learn and live in their daily lives. Someone once said, “The founding fathers would be turning over in their graves right now.” Well, I agree. With education being placed on the backburner by the elites in business and in government, can we pull ourselves into a new way of coping with post-modern America?
To sum it all up, there has been much change from Reconstruction to our current post-Modern America. Yes. Many historians clarify our current era as post-Modern America. Today, we are living in a new world. Many nations across the globe are facing the same social, economic, and political problems that we face here in the United States. Fate is something that we all face. We are all handed our own cards at birth. With that said, we are all living history. We are all writing and living in history, even if you don’t even know it.
You can read a selection of Daniel’s past articles on: California in the US Civil War (here), Spanish Colonial Influence on Native Americans in Northern California (here), the collapse of the Spanish Armada in 1588 (here), early Christianity in Britain (here), the First Anglo-Dutch War (here), the 1918 Spanish Influenza outbreak (here), and an early European expedition to America (here).
Finally, Daniel Smith writes at complexamerica.org.
References
[1] Foner, Eric, and Eric Foner. A Short History of Reconstruction, 1863-1877. New York: Harper Perennial Modern Classics, 2015., XXV.
[2] "Skid Row : McSheehy, William. Internet Archive. Accessed February 19, 2022. https://archive.org/details/skidrow0000mcsh/page/n3/mode/2up.
[3] Greenhouse, Steven. "The Rise and Rise of McDonald's." New York Times (New York, NY), June 8, 1986.
