McDonaldization of society is the process of transforming the principles of the fast food business into the principles of modern society. The main feature of McDonaldization is the ultimate rationalization of goals, means, methods of activity, and satisfaction of human needs. McDonaldization is thus a new kind of rationality inherent in the modern era of postmodernity.
Modern shopping centers are among the most striking examples of the manifestation of McDonaldization processes that reinforce the dominant ideology of consumerism. A multitude of shops, restaurants, cinemas, and recreation areas for children and adults are concentrated in one place in huge commercial spaces, making unlimited shopping easy and convenient. Most of these centers around the world have the same device, a similar set of shops and services that are known for attracting the masses of customers best. Effective sales and advertising technologies used in the shopping center spaces provide almost guaranteed profit.
Tourism and recreation today are also acquiring features of McDonaldization and help support the dominant ideology. Emotions and impressions received by a person today are strictly regulated without the person knowing it. By buying a package tour or hiring a guide, the tourist gets the most “optimal” set of places to visit, and the principle of quantity here dominates over quality. The tourist does not have time to deeply get acquainted with a particular attraction; however, they manage to take the required number of photos intended for social networks, potentially attracting new consumers.