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McDonaldization and technology: the control and rationalization of contemporary lifestyles.

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Title: McDonaldization and technology: the control and rationalization of contemporary lifestyles.
Alternate Title: McDonaldização e tecnologia: o controle e a racionalização dos modos de vida contemporâneos.
Authors: Gadonski, Jaderson, Gois, Pedro Henrique de, Bobsin, Debora, Rosa, Ana Claudia da, Fonseca, Ketlen Pinto da Silva
Source: Brazilian Journal of Management / Revista de Administração da UFSM. 2026, Vol. 19 Issue 1, p1-19. 19p.
Subjects: Standardization, Information technology, Economic efficiency, Working class, Consumption (Economics), Uniformity, Power (Social sciences)
Geographic Terms: Brazil
Abstract (English): Purpose: This study analyzes how the dimensions of McDonaldization (efficiency, calculability, predictability, and control), driven by technology, manifest and reconfigure work and consumption practices in the contemporary digital context (Ritzer, 2021). Design/methodology/approach: This qualitative, exploratory, and descriptive research (Creswell & Creswell, 2018) is based on discourse analysis (Foucault, 2014) from five participants involved in different contexts of work and consumption, whose role as a "prosumer" is central to the analysis (Ritzer, 2021; Gadonski, 2023). Findings: The findings indicate that digital McDonaldization manifests in the optimization of processes (efficiency), an emphasis on performance metrics (calculability), service standardization (predictability), and algorithmic control (Zuboff, 2019). However, this process also generates contradictions, such as dehumanization and new forms of precariousness, which are understood as the irrationality of rationalization (Ritzer, 2021). Practical implications: The study highlights the need for managers to balance the pursuit of efficiency with the autonomy and well-being of individuals, suggesting the implementation of qualitative feedback systems to complement purely quantitative performance metrics (Sennett, 2006). Originality/value: This study contributes by empirically applying the McDonaldization framework to emerging digital work and consumption arrangements in Brazil, expanding the discussion by including and justifying the "prosumer" perspective as a key element of analysis in the digital age (Ritzer, 2021; Gadonski, 2023). [ABSTRACT FROM AUTHOR]
Abstract (Portuguese): Finalidade: Este estudo analisa como as dimensões da McDonaldização (eficiência, calculabilidade, previsibilidade e controle), impulsionadas pela tecnologia, se manifestam e reconfiguram as práticas de trabalho e consumo no contexto digital contemporâneo (Ritzer, 2021). Desenho/metodologia/abordagem: A pesquisa qualitativa, exploratória e descritiva (Creswell & Creswell, 2018) baseia-se na análise do discurso (Foucault, 2014) de cinco participantes inseridos em diferentes contextos de trabalho e consumo, cujo papel de "prossumidor" é central para a análise (Ritzer, 2021; Gadonski, 2023). Constatações: As constatações indicam que a McDonaldização digital se manifesta na otimização de processos (eficiência), na ênfase em métricas de desempenho (calculabilidade), na padronização de serviços (previsibilidade) e no controle algorítmico (Zuboff, 2019). Contudo, esse processo também gera contradições, como a desumanização e novas formas de precarização, entendidas como a irracionalidade da racionalização (Ritzer, 2021). Implicações práticas: Destaca-se a necessidade de gestores equilibrarem a busca por eficiência com a autonomia e o bem-estar dos indivíduos, sugerindo a implementação de sistemas de feedback qualitativo para complementar as métricas de desempenho puramente quantitativas (Sennett, 2006). Originalidade/valor: O estudo contribui ao aplicar empiricamente o referencial da McDonaldização a novos arranjos de trabalho e consumo digital no Brasil, ampliando a discussão ao incluir e justificar a perspectiva do "prossumidor" como elemento-chave de análise na era digital (Ritzer, 2021; Gadonski, 2023). [ABSTRACT FROM AUTHOR]
Copyright of Brazilian Journal of Management / Revista de Administração da UFSM is the property of Brazilian Journal of Management / Revista de Administracao da UFSM and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: McDonaldization and technology: the control and rationalization of contemporary lifestyles.
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  Data: McDonaldização e tecnologia: o controle e a racionalização dos modos de vida contemporâneos.
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  Data: <searchLink fieldCode="DE" term="%22Standardization%22">Standardization</searchLink><br /><searchLink fieldCode="DE" term="%22Information+technology%22">Information technology</searchLink><br /><searchLink fieldCode="DE" term="%22Economic+efficiency%22">Economic efficiency</searchLink><br /><searchLink fieldCode="DE" term="%22Working+class%22">Working class</searchLink><br /><searchLink fieldCode="DE" term="%22Consumption+%28Economics%29%22">Consumption (Economics)</searchLink><br /><searchLink fieldCode="DE" term="%22Uniformity%22">Uniformity</searchLink><br /><searchLink fieldCode="DE" term="%22Power+%28Social+sciences%29%22">Power (Social sciences)</searchLink>
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  Label: Abstract (English)
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  Data: Purpose: This study analyzes how the dimensions of McDonaldization (efficiency, calculability, predictability, and control), driven by technology, manifest and reconfigure work and consumption practices in the contemporary digital context (Ritzer, 2021). Design/methodology/approach: This qualitative, exploratory, and descriptive research (Creswell & Creswell, 2018) is based on discourse analysis (Foucault, 2014) from five participants involved in different contexts of work and consumption, whose role as a "prosumer" is central to the analysis (Ritzer, 2021; Gadonski, 2023). Findings: The findings indicate that digital McDonaldization manifests in the optimization of processes (efficiency), an emphasis on performance metrics (calculability), service standardization (predictability), and algorithmic control (Zuboff, 2019). However, this process also generates contradictions, such as dehumanization and new forms of precariousness, which are understood as the irrationality of rationalization (Ritzer, 2021). Practical implications: The study highlights the need for managers to balance the pursuit of efficiency with the autonomy and well-being of individuals, suggesting the implementation of qualitative feedback systems to complement purely quantitative performance metrics (Sennett, 2006). Originality/value: This study contributes by empirically applying the McDonaldization framework to emerging digital work and consumption arrangements in Brazil, expanding the discussion by including and justifying the "prosumer" perspective as a key element of analysis in the digital age (Ritzer, 2021; Gadonski, 2023). [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Portuguese)
  Group: Ab
  Data: Finalidade: Este estudo analisa como as dimensões da McDonaldização (eficiência, calculabilidade, previsibilidade e controle), impulsionadas pela tecnologia, se manifestam e reconfiguram as práticas de trabalho e consumo no contexto digital contemporâneo (Ritzer, 2021). Desenho/metodologia/abordagem: A pesquisa qualitativa, exploratória e descritiva (Creswell & Creswell, 2018) baseia-se na análise do discurso (Foucault, 2014) de cinco participantes inseridos em diferentes contextos de trabalho e consumo, cujo papel de "prossumidor" é central para a análise (Ritzer, 2021; Gadonski, 2023). Constatações: As constatações indicam que a McDonaldização digital se manifesta na otimização de processos (eficiência), na ênfase em métricas de desempenho (calculabilidade), na padronização de serviços (previsibilidade) e no controle algorítmico (Zuboff, 2019). Contudo, esse processo também gera contradições, como a desumanização e novas formas de precarização, entendidas como a irracionalidade da racionalização (Ritzer, 2021). Implicações práticas: Destaca-se a necessidade de gestores equilibrarem a busca por eficiência com a autonomia e o bem-estar dos indivíduos, sugerindo a implementação de sistemas de feedback qualitativo para complementar as métricas de desempenho puramente quantitativas (Sennett, 2006). Originalidade/valor: O estudo contribui ao aplicar empiricamente o referencial da McDonaldização a novos arranjos de trabalho e consumo digital no Brasil, ampliando a discussão ao incluir e justificar a perspectiva do "prossumidor" como elemento-chave de análise na era digital (Ritzer, 2021; Gadonski, 2023). [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Brazilian Journal of Management / Revista de Administração da UFSM is the property of Brazilian Journal of Management / Revista de Administracao da UFSM and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=195006158
RecordInfo BibRecord:
  BibEntity:
    Identifiers:
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        Value: 10.5902/1983465990769
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        Text: English
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      – SubjectFull: Economic efficiency
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              Text: 2026
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