Rationalization (sociology)
In sociology, the term rationalization was coined by Max Weber, a German sociologist, jurist, and economist.[1] Rationalization (or rationalisation) is the replacement of traditions, values, and emotions as motivators for behavior in society with concepts based on rationality and reason.[2] The term rational is seen in the context of people, their expressions, and or their actions. This term can be applied to people who can perform speech or in general any action, in addition to the views of rationality within people it can be seen in the perspective of something such as a worldview or perspective (idea).[2] An example of rationalization can be seen in the implementation of bureaucracies in government is a kind of rationalization, as is the construction of high-efficiency living spaces in architecture and urban planning. A potential reason as to why rationalization of a culture may take place in the modern era is the process of globalization. Countries are becoming increasingly interlinked, and with the rise of technology, it is easier for countries to influence each other through social networking, the media and politics. An example of rationalization in place would be the case of witch doctors in certain parts of Africa. Whilst many locals view them as an important part of their culture and traditions, development initiatives and aid workers have tried to rationalize the practice in order to educate the local people in modern medicine and practice.[3]
For other uses, see Rationalization (economics) and Rationalization (psychology).Many sociologists, critical theorists and contemporary philosophers have argued that rationalization, falsely assumed as progress, has had a negative and dehumanizing effect on society, moving modernity away from the central tenets of Enlightenment.[4] The founders of sociology had critical reaction to rationalization:
Modern food consumption typifies the process of rationalization. Where food preparation in traditional societies is more laborious and technically inefficient, modern society has strived towards speed and precision in its delivery. Fast-food restaurants, designed to maximise profit, have strived toward total efficiency since their conception, and continue to do so. A strict level of efficiency has been accomplished in several ways, including stricter control of its workers' actions, the replacement of more complicated systems with simpler, less time-consuming ones, simple numbered systems of value meals and the addition of drive-through windows.
Rationalization is also observable in the replacement of more traditional stores, which may offer subjective advantages to consumers, such as what sociologists consider a less regulated, more natural environment, with modern stores offering the objective advantage of lower prices to consumers. The case of Wal-Mart is one strong example demonstrating this transition. While Wal-Marts have attracted considerable criticism for effectively displacing more traditional stores, these subjective social-value concerns have held minimal effectiveness in limiting expansion of the enterprise, particularly in more rationalized nations, due to the preferences of the public for lower prices over the advantages sociologists claim for more traditional stores.[10]
The sociologist George Ritzer has used the term McDonaldization to refer, not just to the actions of the fast food restaurant, but to the general process of rationalization. Ritzer distinguishes four primary components of McDonaldization:[11]
Further objects of rationalization[edit]
One rational tendency is towards increasing the efficiency and output of the human body. Several means can be employed in reaching this end, including trends towards regular exercise, dieting, increased hygiene, drugs, and an emphasis on optimal nutrition. As well as increasing lifespans, these allow for stronger, leaner, more optimized bodies for quickly performing tasks.[12]