October 19, 2011
Industrial (tree, mold, modern):
b. Mcdonaldization extends
c. Factory food
The posts (grass, star, POSTMODERN)
d. Googlizing food
e. Digital monoculture
From material to immaterial
From industrialism to the “posts”: Don’t replace, overlay
Part 1: Industrial Age
Tree example: Centralized, it has a hierarchy
Food as an example: McDonald’s training video
The one best way; rationalized, very little variety to do your job. Technologies,
equipment and rules to help you do your job the best way to satisfy the customer.
Taylorism present in the workplace. There is an emphasis on specialization,
breaking down tasks into their simplest component. Not too much emphasis on
quality; predictable, consistent, same components.
The value menu at McDonalds: Very rationalized way, standardized meal combos,
speeds up the order. These take away a lot of choice and make things faster, the
reason why we go. Emphasis on speed and predictability.
Mass production = Fordism
Rationalized environment, the more you make, the less expensive it becomes, the
less a product cost = MORE PEOPLE BUY IT.
Control through mechanized technology:
Machines, robots, and computers continue to increase speed, increase productivity
and monitor the workers.
McDonalds example: Everyone has one task; even though it looks very busy it’s all
under control. Standardized routine, intensification and de-skilling. Work faster, sell
McDonalds = Food assembly line
i) Inflexible technologies
No rule of thumb, highly automated
ii) Highly deskilled work environment. Example of cutting the feet off of pigs in the
factory, less skill = less pay
iii) Speed Repetitive motion injuries:
Repetitive motions begin to take a toll on the human working. Employees are highly
expendable, cheap reasonably priced food but on the backs of injured employees.
Food processing according to human rights watch is the most dangerous job in
Recall of ground beef example: When there is such an emphasis on speed, if one
animal comes through that is sick or diseased it is extremely easy to contaminate a
very large food supply.
Emphasis on speed, living animals seen as raw materials
Industrial Model: Monoculture
Monoculture: A lack of variety, highly concentrated in dominating the market,
making lots of one thing e.g.. Apple is creating a monoculture for devices
Fast food in general extends Fordism, taylorism, and industrialism.
Bringing fords ideas to food!
Bureaucratization: Making life more rational
Industrial: Division of labor/centralized
Taylorism: Divide head/hand
Fordism: Higher wages=consumption/inflexible production/standardized, mass
Weber: Rationality is dominated by efficiency, predictability, and standardization
Responds to the crisis of control
Soup Nazi Seinfeld: Highly standardized
Buttons on the microwave for defrost, warm coffee, and make popcorn, sensor
reheat, and etc. highly rationalized, predictable environment.
Rules and regulations, fast food menus,
Part 2: The Posts
McDonaldization: A general condition to the postindustrial approach to food.
You see this transition essentially in the 1970’s.
Post-industrial: Exists with the industrial age Toffler: Speaks in very Binary ways, breaks down history. Not revolutions,
evolutions, everything was improved upon.
Industrial to the Post-industrial
The rise of decentralization, computers and automation
Industrial: Steel, autos
The trafficking of sales, information
Facebook doesn’t make anything…it is just a platform in which anything can
take place, still produces money, value.
Facebook = a platform, the opposite of a Fordist factory
In the industrial you cant really change what is produced; it is designed for
one thing. The fordist factory
In the post industrial it isn’t made for just one thing, it is a platform; you can
do many things with it
Google takes the chaos of the Internet in a very rationalized way and
presents it in a very easy way for us to us. Google doesn’t produce much…it
enables communication, it produces profit just like a factory.
Google would be the opposite of the Ford factory, provides something that is
essentially free (Gillette, cheap low cost affordable razor = RICH…giving away
something for nothing but getting many customers from it. Buy shaving
cream and get free razors).
Not Fordist (1 style) But it may be fordist that it is a monoculture
YouTube, immaterial it does not need to be tangible, it is about the flow of
4) Still tied to Indu