Past in Perspective

Civilization is the progress from indefinite, incoherent homogeneity towards a definite, coherent heterogeneity.

– Herbert Spencer

On 4th December in 1954 the first Burger King outlet was opened in Miami, Florida. This is the time around which an explosion of fast food chains is experienced around the world. Fast food chains like Burger King, McDonald’s and KFC are now a dominant feature of modern life. They are appreciated for the uniformity and predictability of taste coupled with an undeniably efficient mode of production. So much so that many other multinationals started emulating this system of management. However, this form of production, as many sociologists contend, is a direct consequence of the system of organization under capitalism. The term McDonaldization of the society was coined to explain the homogeneity which was becoming apparent and is still used to describe the modern way of living.


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