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This is the paradox of rationality: it inevitably leads to irrationality The main reason we think of McDonaldization as irrational, and ultimately unreasonable, is that it tends to become a dehumanizing system that may become antihuman or even destructive to human beings".
Jensen: What is “McDonaldization”Ritzer: It's the process by which the principles of the fast-food industry — efficiency, predictability, calculability, and control through technology — are being applied to more and more sectors of society in more and more parts of the world.
"The bureaucracy," writes Ritzer, "is a dehumanizing place in which to work and by which to be serviced. The main reason we think of McDonaldization as irrational, and ultimately unreasonable, is that it tends to become a dehumanizing system that may become antihuman or even destructive to human beings".