(a) According to Max Weber, rationalization is well connected to bureaucracy. The modernization of society has influenced the affairs of such a society to become methodical in a bureaucratic manner. Therefore, for a highly methodical society to run, it requires a highly organized network of hierarchy and command structure that exudes efficiency. And the best way to achieve efficiency by standards of the modern methodical society is through rationalization (Tsakiris, 2016). Rationalization is replacing value, emotion, and sympathy to gain efficiency plus instrumentalization and calculability. In the case of the Department of Motor Vehicles (DMV), it can be seen as rationalization in the manner in which most of the processes have been automated. The automated DMV kiosk has made it easier for people to renew their motor vehicle registration. When visiting a kiosk, an individual understands that they are going to take less time than queuing at the actual DMV branch. The individual knows that for the amount of money they pay, they will get a renewed registrations ticker at the end of the process. Without the money, then the process cannot complete, and there is no other outcome. That is just the rule. Therefore, the bureaucratic rule of instrumental reason is that if an individual has no money, they cannot renew their motor vehicle registration. In the case of Pasadena City College (PCC), rationalization can be seen in different ways. Registration of courses happens online and is only possible if a payment has been made. To get access to online material and virtual classes, payment must have been made. The outcome of the course is accreditation, which is only possible if the payment had been made – a rational calculation. Since almost all aspects are online, it means they are standardized and processes made more efficient (Sociology Live, 2015). The bureaucracy brought about by rationalization is that if you do not pay, you do not register, learn, take tests, or get accreditation. In both the DMV and PCC case, emotion, sympathy, or value is eluded.
(b) The PCC and the DMV without bureaucratic organization translate into going back to the old ways where rationalization does not exist because, without bureaucracy, efficiency is replaced by value, rational calculation with emotion, instrumental reasoning with sympathy. These are the attributes machines cannot comprehend unless rationalization takes people to the point that Artificial Intelligence can execute such emotions.
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George Ritzer’s McDonaldization theory – a better version of Max Weber’s theory is quite similar to Max Weber’s theory of rationalization (may191, 2007). The difference lies where McDonaldization’s extra element of order is realized. Therefore, the principles of McDonaldization are governed by efficiency, predictability, calculability, and order. In Amazon’s new pilot program – Amazon Go Store, it is evident that some form of rationalization has been achieved (Tech Insider, 2018). Being able to walk into a store, activate an app, choose a preferred product, and walk out connotes efficiency. The app is an account that is loaded with cash or connected to a credit card. When an individual walk in, they have to swipe to gain entrance, then choose their groceries while under video surveillance to identify the products and also acting as security. The items are loaded to the cart in the app and expensed once the individual walks out. It is predictable that with cash in the account, the individual will access the store, shop, and leave. Calculability is noted when they get their money’s worth, and order or control is achieved through surveillance and self-discipline.
References
Tsakiris, K. P. (2016, August 12). Max Weber’s Theory of Rationalization: What It Can Tell us of Modernity . Tremr. https://www.tremr.com/kyle-tsakiris/max-webers-theory-of-rationalization-what-it-can-tell-us-of-modernity .
Sociology Live (2015). McDonaldization. [Video file]. Retrieved from https://www.youtube.com/watch?v=gCj_VhLgcmY
may191. (2007). McDonaldization Theory of George Ritzer. [Video file]. Retrieved from https://www.youtube.com/watch?v=Fdy1AgO6Fp4&list=PLF778208A836C13C5
Tech Insider. (2018). Inside The First Amazon Go Store. [Video file]. Retrieved from https://www.youtube.com/watch?v=zdbumR6Bhd8
