on 14 October 2003
Ritzer continues themes he developed in 'The McDonaldization of Society' with a series of essays which explore the metaphors he established in his earlier work. He sees the fast-food industry, with its iconic leader, as setting trends in globalisation - the rigid pursuit of economy, efficiency, and standardisation in all forms of marketing and supply. This has consequences not only for product selection and dissemination, but for employment, consumer choice, and cultural standards (in the form of 'you are what you eat'). It is thought-provoking for anyone concerned with what is happening to our world, and essential reading for anyone interested in the sociology of popular culture.