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At the time when Weber wrote, in the early twentieth century, totalitarianism was the biggest threat to individual freedom. In the 1980s, Ritzer thought to apply Weber's theories about rational systems to a very different threat: the proliferation of fast-food chains.
When Ritzer began writing and talking about the dangers of "McDonaldization," he struck a nerve: some agreed with him, but many others rushed to defend the pop-culture institution. He went on to write a social critique on the subject, applying sociological theories to the culture in a way that lay readers would understand. The McDonaldization of Society (Pine Forge/Sage Publications) was successful enough that he wrote several follow-ups, including The McDonaldization Thesis and Enchanting a Disenchanted World (both Sage Publications)...
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