2013년 11월 30일 토요일

About 'new york city accounting firms'|... of exploitation and oppression and out of the wombs of a frail world new systems of justice and equality are being born. The shirtless and...







About 'new york city accounting firms'|... of exploitation and oppression and out of the wombs of a frail world new systems of justice and equality are being born. The shirtless and...








"Irony               of               ironies,               all               is               irony"               has               become               my               motto               in               my               three-year               job               hunt,               with               apologies               to               Ecclesiastes.
The               very               same               day               that               I               accepted               this               assignment,               I               finally               heard               on               my               job               application               to               the               Library               of               Congress.

I               had               applied               to               the               Library               of               Congress               sometime               at               the               end               of               summer               2009.

In               September,               optimistic               about               my               chances               of               finding               employment               with               the               federal               government,               I               had               moved               to               Washington,               D.C.

to               do               an               internship               with               the               National               Whistleblower               Center,               where               my               skills               as               a               legal               editor               and               as               a               blogger               could               be               put               to               some               use.
               I               finally               heard               from               them               after               a               wait               of               over               nine               months.
               We               regret               to               inform               you....
               I               have               now               been               unemployed               for               over               three               years.

For               the               seemingly               1,000               applications               I               have               made               in               that               time,               I               have               received               only               two               replies:               This               one               from               the               Library               of               Congress,               and               another               from               the               online               news               aggregation               site               The               Daily               Beast.

They               had               emailed               me               to               tell               me               that               the               job               I               had               applied               for               had               been               abolished.
               Iron               Man
               Forget               the               irony,               let's               talk               about               The               Iron               Man               of               Unemployment               Competition.
               About               the               time               I               was               applying               to               the               Library               of               Congress,               my               friend               Peetah,               with               whom               I               used               to               work               with               at               database               provider               Information               Access               Co.

of               Foster               City               back               in               the               heyday               of               Silicon               Valley,               on               finding               out               I               still               hadn't               landed               a               permanent               job               after               two+               years               of               trying,               asked               me               if               I               wasn't               making               a               bid               for               the               "Ironman               of               Unemployment"               title               currently               held               by               our               friend,               Big               Tommy.
               Big               Tommy,               a               professional               librarian,               had               gotten               the               blues               after               a               split-up               with               his               gal               pal               at               the               turn               of               the               new               millennium.

They               were               going               to               get               married,               but               she               wanted               kids,               and               he               didn't.

He               quit               his               job,               moved               in               with               his               mother               in               a               shack               on               the               Canadian               border,               and               hasn't               worked               since.
               He               does               get               a               small               pension               from               the               Social               Security               Administration,               for               being               mentally               or               emotionally               disabled.

The               last               time               I               saw               him,               around               Xmas               time,               what               had               seemed               to               us               like               a               well-meaning               scam,               to               get               that               pension,               had               morphed               into               the               real               thing.
               I'm               not               one               of               those               people               who               gets               comfort               from               the               travails               of               people               who               are               worse               off               than               I               am.

But               I               do               suffer               from               high               levels               of               anxiety.

I               have               been               ignoring               Tommy               Boy's               letters               (he               doesn't               believe               in               late               20th               Century               technology               like               email)               after               I               left               the               District               of               Columbia               with               the               new               year.
               The               irony               of               Peetah's               question               is               that               several               months               after               he               asked,               he               was               laid               off.

I               haven't               gotten               a               reply               to               any               of               my               emails               to               him               since.
               Laid               Off
               Peetah               and               I               were               first               laid               off               from               our               jobs               at               IAC               back               in               2003,               when               the               lot               of               us               were               sacked               and               our               jobs               outsourced               to               India.

IAC               had               been               the               leading               database               provider               in               the               world,               and               we               had               worked               as               content               editors,               creating               and               editing               "content"               to               go               into               that               database.
               In               the               1990s,               some               of               our               databases               cost               $600               an               hour               to               access.

Once               owned               by               Ziff-Davis,               we               were               sold               to               Thomson               Corp.,               the               huge               newspaper               chain               that               had               seen               the               future               and               determined               it               was               digital,               for               something               north               of               $300               million,               a               good               chunk               of               cash               in               the               mid-1990s.
               By               the               late               1990s               and               the               rise               of               graphical               browser               with               Netscape,               IAC               was               under               siege.

In               the               days               before               Netscape,               searching               what               was               then               not               even               called               The               Information               Superhighway               meant               Boolean               searchs               on               a               green               or               amber               screen.

No               graphics.
               With               Netscape               and               the               boom               in               Internet               search               came               the               new               paradigm               that               has               buffeted               the               information               industry               ever               since:               The               "users"               wanted               everything               for               free.
               By               the               fall               of               2003,               the               part               was               over               for               the               employees               at               IAC,               including               me               and               Peetah.

We               had               gone               through               wave               after               wave               of               layoffs               since               the               late               '90s,               and               now               it               was               out               turn.

In               my               own               words,               we               were               "unceremoniously               $#!%canned,               our               jobs               packed               off               to               India.

(We               had               started               outsourcing               to               India               in               the               early               1990s:               We               had               been               the               pioneers.)
               I               had               been               with               the               company               for               14               years.
               Peetah               took               the               opportunity               to               go               get               a               master's               in               divinity               from               the               Unitarian-Universalist               Church,               but               for               some               reason,               perhaps               a               disagreement               over               dogma,               he               was               never               ordained.
               We               friends               kidded               him               that               it               must               be               that               he               believed               in               god               that               got               him               the               sack               from               the               Unitarians.
               All               was               not               lost               as               at               grad               school,               he               met               the               woman               who               would               be               his               wife.

They               had               two               children.

He               eventually               got               a               job               as               a               content               editor               at               a               New               England               information               company.

The               news               to               the               former               employees               (we               keep               in               touch               after               all               these               years)               astounded               the               only               one               of               us               left               with               the               parent               company,               who               couldn't               believe               that               any               information               company               in               the               United               States               was               hiring               any               domestic               staff.
               He               is               now               in               his               early               50s               and               unemployed,               with               two               small               children.
               After               I               was               laid               off,               I               eventually               worked               my               way               up               the               ladder               from               a               $7/hr               job               at               a               testing               company               in               California               to               a               $15/hour               position,               but               a               scandal               broke               when               the               company               was               found               to               have               fudged               test               results               at               the               request               of               one               of               the               big               states               who               were               trying               to               meet               the               new               "No               Child               Left               Behind"               standards.
               I               never               got               the               permanent               job               I               had               hoped               for,               as               they               laid               off               temporary               staff.

(A               friend               of               mine               who               was               doing               free-lance               work               for               the               same               company               was               laid               off               finally               last               year.)
               Eventually,               I               ran               out               of               money               and               was               living               in               my               old               Cadillac               on               the               beach               at               Carmel-by-the               Sea.
               It               was               back               East               for               me,               after               my               sister               and               step-mother               sent               me               $1,000               each               for               the               trip!
               Legal               Editor               
               
               I               decided               to               move               to               a               river               town               in               Upper               State               New               York,               near               Tarrytown.

I               liked               the               idea               of               being               near               Sleepy               Hollow,               setting               of               the               Washington               Irving               story               that               was               one               of               my               favorite               tales               as               a               child.

An               old               Army               buddy               and               his               wife               lived               there,               and               I               soon               found               out               that               an               old               college               pal               lived               there               too.

I               was               just               45               minutes               from               my               father,               who               was               a               prostate               cancer               survivor               closing               in               on               80               years               old,               and               my               stepmother,               who               was               17               years               his               junior               and               nearing               retirement               age.
               I               had               never               seen               much               of               my               father               during               my               life,               and               this               would               be               a               chance               of               not               only               getting               closer,               but               of               helping               him               (and               my               stepmother)               as               they               made               their               life               transition,               with               her               retirement.
               Near               the               apartment               I               rented               was               a               legal               publisher               with               a               name               that               rang               a               bell               with               me               as               it               was               evocative               of               one               of               my               favorite               novels.

I               was               extremely               upbeat               and               positive               in               those               days,               and               I               knew               I'd               get               a               job               there.

One               day,               reading               the               local               paper,               I               saw               they               were               hiring.
               I               applied.
               I               had               been               a               Russian               linguist               in               the               military,               and               the               "boss"               had               studied               Russian               in               college.

We               hit               it               off               well,               and               I               was               offered               a               job               as               a               legal               editor,               which               I               accepted.
               I               was               now               a               legal               editor,               though               I               had               no               background               in               the               law.

But               an               editor               is               an               editor,               and               I               had               been               working               with               words               for               decades,               even               in               the               Army,               and               I               picked               up               the               new               skill               set               required               of               the               job               fairly               quickly.

And               became               a               good               one,               too.
               But               fate               intervened.

My               stepmother               came               down               with               pancreatic               cancer               and               my               father's               health               fluctuated               with               hers.

If               she               had               a               good               day,               he               had               a               good               day;               if               she               had               a               bad               day....

When               she               died,               he               died               six               weeks               later.
               During               this               domestic               drama,               the               small               family               owned               publisher               I               worked               for               was               taken               over               by               the               biggest               publishing               company               in               the               world,               which               had               offices               in               New               York               City.

Two               things               quickly               became               apparent:               We               were               going               to               move               to               Manhattan,               and               there               was               not               going               to               be               any               boost               in               pay,               despite               the               fact               that               the               move               would               boost               most               of               the               employees'               expenses               by               $150/mo.
               There               was               also               frank               talk               by               the               new               company               of               how               the               editing               functions               of               the               entire               organization               were               being               shipped               out               to               India.

The               specter               of               another               job               lost               to               South-Asian               subcontinent               loomed.

I               seriously               began               thinking               (again)               of               fulfilling               my               father's               wish               for               me               and               going               to               law               school,               even               though               I               was               now               in               my               late               40s.

(A               law               degree               is               de               rigeur               for               the               highest               level               of               legal               editing.)
               My               father's               health               deteriorated               so               rapidly               after               his               wife               went               into               the               hospice               I               gave               up               my               apartment               and               moved               in               with               him               across               the               Connecticut-New               York               border.

My               commute               was               45               minutes,               but               once               the               move               to               New               York               City               was               implemented,               it               was               going               to               be               two               and               one-half               hours               --               one               way.
               And               then               my               father               passed,               six               weeks               after               my               stepmother,               and               there               soon               came               a               day               that               I               had               used               up               all               my               vacation,               personal               days               and               family               leave.
               I               quit               and               got               unemployment               benefits               as               any               move               of               an               employer               of               over               eight               miles,               under               New               York               labor               law,               meant               that               you               qualified               for               UI.
               I               never               dreamed               I'd               be               getting               99               weeks               of               benefits!

Thank               god               for               the               Democrats               retaking               both               Houses               of               Congress               and               the               White               House.
               Job               Hunting
               Each               month,               as               part               of               the               unemployment               insurance               process,               I               had               to               send               to               the               state               the               names               of               10               employers               I               contacted               that               month.

I               supplied               the               New               York               UI               Bureau               with               over               200               names,               which               became               increasingly               difficult               as               the               numbers               of               employers               hiring               editors               was               shrinking.
               I               applied               for               jobs               in               New               York,               Boston,               Washington,               D.C.,               Los               Angeles,               California,               the               Monterey               Bay               Area               and               even               back               in               Silicon               Valley/San               Francisco               Bay               Area.

I               expanded               my               job               search               from               various               permutations               of               editor,               including               a               job               I               wasn't               even               qualified               for,               technical               editor,               to               any               job               that               entailed               writing               skills,               like               public               relations.
               Employers               since               the               recession               in               the               first               Bush               Administration               have               not               generally               accepted               submissions               of               resumes               from               outside               the               geographic               area.

So,               I               used               the               addresses               of               friends               and               families               in               the               geographic               areas               that               I               was               seeking               employment.

Which               were               legion.

Because               if               I               didn't               look               in               other               geographic               regions,               there               simply               wasn't               10               jobs               in               a               month               in               the               New               York               Metro               area               to               submit.
               The               broadening               of               my               horizons               didn't               help.

I               only               ever               got               two               acknowledgments               to               my               hundreds               of               submissions,               both               negative.
               Early               on               in               my               three               year               quest               for               a               "good               job"               (a               private               joke               between               my               father,               a               former               aluminum               siding               salesman,               and               myself               --               in               response               to               my               bitching               about               my               low-paid               career,               coupled               with               my               refusal               to               heed               his               advice               and               become               a               lawyer               (a               "license               to               steal"               as               he               put               iThe               t),               Dad'd               coo,               "Don't               you               want               a               good               job?"               h               and               we'd               both               laugh)               I               was               perusing               the               employment               pages               of               the               New               Hampshire               Union               Leader               back               in               my               hometown               of               Manchester,               New               Hampshire,               which               was               three               hours               away               from               where               I               was               living               in               my               father's               house               in               Connecticut.
               Lo               and               behold,               the               Union               Leader               itself               was               advertising               for               freelance               editors               at               $29/hr               to               work               on-call.

I               remember               violently               rejecting               the               idea               of               working               for               the               Union               Leader               in               my               mind,               as               it               was               still               a               right-wing               reactionary               rag,               just               as               it               was               in               my               youth.

I               despised               its               politics               and               the               slant               of               its               stories               and               never               bothered               to               apply               for               the               job,               despite               my               experience               working               deadline               pressure               as               an               editor               in               the               Army               and               later               in               Silicon               Valley.
               I               don't               know               if               I'd               make               such               a               choice               today.

Whether               I'd               have               the               luxury               of               having               political               convictions.
               I               haven't               see               a               similar               ad               since,               as               the               Union               Leader,               like               most               newspapers,               continues               to               shrink               as               its               readers               (and               its               advertising               revenue)               are               bled               away               by               the               'Net.

It's               copy               editing               is               pretty               sloppy               these               days.
               It               was               the               'Net               that               had               killed               my               first               civilian               job               after               my               military               service,               back               in               2003.
               The               Big               Hurt
               The               English               news               magazine               The               Economist               recently               reported               that               the               middle-class               in               America               is               under               siege               due               to               the               outsourcing               of               mid-skilled               jobs               paying               middle-class               wages               to               India               and               other               pats               of               the               developing               world.

Editing               not               only               is               a               mid-skilled               job               increasingly               being               outsourced,               but               even               low-level               legal               functions,               once               performed               by               the               new               hires               of               law               firms,               is               being               done               in               India.

(The               job               market               for               law               school               grads               in               2009               was               the               worst               on               record.)
               I'm               facing               a               reckoning               which               many               unemployed               Americans               are               facing:               My               mid-skilled               job               likely               is               not               "available"               to               me.
               During               my               three               year               odyssey               of               unemployment,               I               turned               50,               and               the               U.S.

Supreme               Court               recently               gutted               Great               Society-era               anti-age               discrimination               employment               laws.

Outside               of               the               education               field               where               some               school               system               like               to               hire               older               candidates               with               prior               job               experience               primarily               as               they               will               not               rack               up               the               years               of               seniority               that               will               make               them               higher-paid               and               huge               pension               liabilities               in               the               long-term,               most               employers               don't               want               the               older               candidate.

We               are               associated               with               a               higher               level               of               costs               when               it               comes               to               health               insurance,               for               one               thing.
               So,               what's               a               guy               to               do               if               he               doesn't               want               that               Big               Brass               Ring               of               the               Iron               Man               of               Unemployment               title?
               Retraining               is               obviously               first               on               the               list,               but               in               this               job               market,               with               so               many               mid-skilled               jobs               that               pay               living               wages               disappearing,               being               retrained               for               what               is               a               proposition               that               sows               confusion.

As               a               veteran,               I               plan               to               mosey               on               down               to               what               Bruce               Springsteen               in               "Born               in               the               U.S.A."               called               "my               V.A.

man"               and               hope               he               doesn't               say,               "Son,               ya               gotta               understand...."
               (I               should               say,               mosey               on               down               again,               for               the               guy               who               handles               workfare               at               the               V.A.

hospital               did               an               online               job               search               for               me               after               finding               out               I               didn't               qualify.

One               of               the               jobs               he               showed               me               during               this               exercise               in               futility               was               a               job               posted               by               examiner.com.

"I               already               work               for               them,"               I               told               them,               "and               I               made               exactly               16               cents."               I               didn't               tell               him               I've               yet               to               collect               my               wages               from               this               "employer"               that               has               its               "job               offerings"               posted               all               over               the               Web.)
               "Son,               ya               gotta               understand...."
               I               understand               all               too               well.

With               the               real               level               of               unemployment               at               18-20%               when               shorn               of               the               accounting               legerdemain               of               the               Reagan               &               Clinton               Administrations               to               understate               the               true               rate               of               the               jobless               now               nearing               Great               Depression               level               eras               it               may               be               time               to               either               surrender               to               my               father's               wish               and               become               the               world's               oldest               law               school               grad               or               lower               my               sights               and               hope               that               the               new               super               Wal-Mart               development               plan               goes               through.

And               that               they'll               hire               me,               though               I               lack               retail               experience.
               One               tip               I               can               pass               on               to               all               unemployed:               Don't               become               dependent               on               your               Unemployment               Insurance               check.

It's               welcome,               and               you               paid               for               it               with               your               payroll               taxes,               but               it               can               be               a               disincentive               to               really               going               out               there               in               the               trenches               and               taking               a               less               than               perfect               job               that               is               a               job               nonetheless.
               I'd               like               to               get               back               into               that               positive               frame               of               mind               that               I               had               half-a-decade               ago,               when               I               walked               into               that               small               publishing               house               on               the               banks               of               the               Hudson               River               brimming               with               confidence,               just               knowing               I'd               get               that               job.

It's               a               special               place               you               have               to               will               yourself               into,               with               not               just               positive               thinking               but               with               an               actual               communion               with               a               higher               entity               or               life               force.
               Unfortunately,               the               discouragements               of               long-term               unemployment               can               being               a               person               to               begin               to               doubt               the               positive               intentions               of               that               higher               entity               or               life               force.

But               don't               you               believe               it.






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    "               If               we               eat               McDonald's               ham               and               potatoes               for               a               thousand               years,               we               will               become               taller,               our               skin               will               become               white,               and               our               hair               will               be               blonde,"               {Schlosser}.

    This               is               a               quote               from               Den               Fujita,               the               Japanese               billionaire               who               brought               McDonalds               to               Japan.

    It               is               pronouncing               the               corporate               mentality               towards               the               Globalization               of               McDonaldization.

    What               this               means               is               not               only               have               foreign               businesses               embraced               the               McDonaldization               of               business,               but               the               lifestyle               of               the               irrationality               of               rationality.

    According               to               critics               of               McDonaldization,               if               we               let               convenience               and               efficiency               run               rampant,               it               will               lead               us               into               a               future               of               a               homogenized               world.

    McDonaldization               Defined:
                   

                   Sociologist               George               Ritzer,               who               coined               the               phrase               McDonaldization,               defines               it               as               "               the               process               by               which               the               principles               of               the               fast-food               restaurants               are               coming               to               dominate               more               and               more               sectors               of               American               society               as               well               as               the               rest               of               the               world,"               {Giddeons               &               Dunnier,               pg               251}.

    This               process               extends               its               practices               into               businesses               and               lifestyles               of               all               types.

    As               people               adjust               to               the               McDonaldization               of               business               it               crosses               over               into               their               everyday               lives.
                   

                   McDonaldization               consists               of               four               elements,               Efficiency,               Calculability,               predictability               and               Control.

    Ritzer               calls               these               the               dimensions               of               McDonaldization               and               is               the               four               pillars               on               which               capitalism               now               builds               its               empire,               {Massey,               pg               323}.

    Through               efficiency,               the               service               or               product               is               offered               in               the               most               direct               way.

    Calculability               is               the               convincing               of               consumers               that               bigger               is               better               and               they               get               more               for               their               money               -               Super               Size               it.

    In               assuming               that               most               people               don't               like               surprises,               businesses               create               homogeneous               products               or               services               offering               a               sense               of               predictability               consumers               come               to               expect.

    To               accomplish               all               these               dimensions               a               high               amount               of               control               must               be               implemented.

    "Ritzer's               focus               involves               control               through               the               substitution               of               non-human               for               human               technology.

    By               making               tasks               repetitive               and               forcing               employees               not               to               think,               employers               can               maintain               a               tighter               control               over               them,"{www.McDonaldization.com}.

    The               McDonalds               corporation               lists               this               aspect               as               a               mission               statement               for               the               company               in               "leveraging               the               strengths               of               the               McDonald's               system               through               innovation               and               technology,"               {.www.McDonalds.com}.
                   

                   The               affects               of               McDonaldization               can               be               seen               everywhere               today               and               it               is               reaching               to               extremes.

    There               are               several               stores,               most               likely               seen               in               suburban               areas,               like               Wal-Mart               where               you               can               shop               for               just               about               anything               from               food               to               clothes,               develop               your               film               and               eye-lenses               in               under               an               hour,               pump               your               gas,               access               an               ATM,               eat               at               McDonalds               and               grab               some               Starbucks.

    Furthermore               it               can               all               be               done               without               every               interacting               with               a               store               employee               using               bankcards               and               automated               checkout.

    Heightened               security               surveillance               compensates               for               obvious               concerns               with               minimized               employees               attending               several               checkout               machines,               both               enforcing               the               dimension               of               control.

    The               practice               of               co-branding               and               placing               franchises               within               a               franchise,               McDonalds               in               Wal-Mart               is               creating               a               convenience               factor               that               is               unbeatable.
                   

                   "And               Syracuse               is               just               the               tip               of               the               McDonaldized               iceberg,"               as               Chris               Wright               puts               it               in               his               article               'The               McDonaldization               of               Syracuse.'               It               is               a               global               issue               now               as               businesses               are               crossing               boarders               in               all               areas               of               the               world.

    The               McDonald's               corporation               is               often               the               first               multinational               corporation               to               arrive               when               a               country               has               opened               its               market               {Schlosser},               setting               the               pace               for               other               businesses.
                   

                   In               Brazil,               McDonalds               is               the               country's               largest               private               employer               and               in               Saudi               Arabia               during               the               nation's               holiday               of               Ramadan,               Kentucky               Fried               Chicken               earned               over               $200,000               in               one               week               {Schlosser}.

    This               shows               that               these               corporations               do               not               as               much               involve               local               traditions               as               they               overshadow               them.

    By               incorporating               local               tradition               and               flavors               in               foreign               franchises,               it               is               nothing               more               than               another               way               to               profit               off               the               local               consumer.

    Cities               are               quickly               losing               their               individuality;               becoming               a               sea               of               just               the               same               bright               signs               from               coast               to               coast               {Wright}.

    More               so,               Wal-Mart               is               now               the               largest               employer               in               the               United               States               and               the               fastest               growing               multi-national               corporation.

    This               is               where               there               is               danger               in               McDonaldization,               in               homogenization,               in               a               future               that               lacks               creativity               and               individuality.

    As               more               franchise               businesses               open               world               -               wide               the               more               success               they               enjoy               and               the               easier               it               becomes               to               give               in               to               the               effects               of               McDonaldization.

    Nonetheless,               there               is               noticeable               resistance               against               these               businesses,               especially               Wal-Mart               and               McDonalds.
                   

                   McDonalds               vs.

    The               Little               Guy:
                   

                   It               is               called               McDonaldization               because               the               McDonalds               Corporation               is               the               most               visible               manifestation               of               the               process.

    Many               instances               have               occurred               where               a               small               group               speaks               out               against               McDonaldization,               and               because               of               their               visibility,               McDonalds               suffers               the               most               scrutiny.

    Two               individuals               in               England               handed               out               pamphlets               questioning               McDonald's               nutritional               value               and               their               advertising               to               children.

    It               gained               much               media               attention               and               even               inspired               a               book               by               John               Vidal               and               Ralph               Nader               called               'McLibel'.

    McDonalds               sued               the               two               individuals               and               won               the               case               due               to               legality,               but               awareness               was               still               raised.

    Nutrition               became               the               forefront               of               attack               on               McDonalds               as               seen               in               documentary               'Super               Size               Me'               and               contributed               to               drastic               changes               in               the               restaurant's               menu.
                   

                   In               another               instance               the               French               Farmer/revolutionary,               Jose               Bove               and               his               McDonalds10               insurrected               a               McDonalds               being               constructed               in               France               {www.purefood.org}.

    Their               fight               was               against               globalization               and               the               un-ethical               practices               of               large               corporations               and               once               again               the               visible               golden               arches               played               the               part               of               the               big,               bad               corporation.

    Though               corporations               have               a               right               to               defend               themselves               publicly,               that               social               responsibility               requires               them               to               seriously               question               the               image               they               have.

    The               allegations               that               were               raised               against               them               were               recognized               as               true               in               some               respects,               but               the               corporation               used               legal               loopholes               to               avoid               any               repercussions.

    As               companies               like               McDonalds               grow               and               expand,               it               allows               them               more               influence               and               money               to               avoid               being               questioned               by               those               who               resist.
                   

                   The               company               takes               it's               self               far               too               seriously,               {www.mcspotlight.org},               they               sell               hamburgers               with               Global               marketing               campaigns.

    This               has               to               do               with               the               advertising               practice               of               selling               an               image               to               sell               a               product               or               service.

    This               can               be               seen               in               most               advertising               these               days               as               a               result               people               strive               towards               a               lifestyle               through               the               purchases               they               make               and               services               they               use.
                   

                   Caged               Animals:
                   

                   It               often               seems               as               if               the               product               has               been               taken               off               the               assembly               line               and               the               consumers               are               put               in               its               place.

    We               are               herded               into               the               next               purchase               while               waiting               in               line               being               advertised               to.

    Perhaps               the               strongest               pillar               of               Ritzer's               dimensions               of               McDonaldization               is               Control.

    Not               only               are               there               high               controls               of               the               production               and               service,               but               control               of               the               individual               consumer.

    In               the               chain               grocery               stores               we               are               lead               by               rows               and               rows               of               junk               to               reach               what               we               came               for,               items               like               milk               and               eggs,               in               the               back               corners               of               the               store.

    When               you               finish               your               meal               at               McDonald's               the               swaying               doors               on               the               trash               containers               read               `thank               you',               indicating               you               should               clean               up               after               yourself,               including               the               drink               you               poured               for               yourself               at               the               soda               fountain.

    The               labor               has               been               shifted               to               the               consumer               cutting               costs               for               the               corporation,               {Massey}.

    This               is               all               part               of               the               process               of               corporations               forcing               their               consumers               to               also               become               good               workers,               lead               to               believe               that               this               is               for               our               convenience.

    This               wave               of               self-serving               services               also               leaves               workers               feeling               alienated               by               the               lack               of               interaction.

    We               are               becoming               caged               by               automation               as               consumers               and               as               workers.
                   

                   The               Iron               Cage:
                   

                   Max               Weber's               coined               the               sociological               term               "Iron               Cage,"               and               we               have               seen               the               bureaucratic               experience               in               all               our               daily               dealings.

    Weber               wrote,               "The               care               for               external               goods               should               only               lie               on               the               shoulders               of               the               'saint               like               a               light               cloak,               which               can               be               thrown               aside               at               any               moment'.

    "But               fate               decreed               that               the               cloak               should               become               an               iron               cage,"{Massey}.

    Weber's               Iron               Cage               was               created               by               the               capitalism               operating               under               bureaucratic               control.

    It               consists               of               ridged               guidelines               and               written               rules,               but               is               necessary               in               order               to               control               large               organizations.

    We               all               live               and               work               in               the               Iron               Cage               being               subject               to               its               experience               in               education               and               government.

    Although               bureaucracy               still               thrives               in               our               government               and               educational               systems,               the               cage               has               adapted               to               the               modern               world.
                   

                   The               Velvet               and               Rubber               Cage:
                   

                   This               is               where               Ritzer's               adaptation               to               a               Velvet               and               Rubber               Cage               started               to               develop.

    Within               the               Velvet               Cage               chain               and               franchise               companies               blossomed               around               the               country               and               now               globally.

    Familiar               brands               have               emerged               in               every               market               from               food,               clothing,               movie               theaters,               heath-care               clinics               and               even               tax               accounting               services.

    The               Rubber               cage               offers               a               more               flexible               area               of               business               and               lifestyle               through               specialized               services,               independent               businesses               and               quality               -               based               products,               {D'Amico               Foods},               {Whole               Foods}.
                   

                   Whether               someone               lives               and               works               in               the               Velvet               or               Rubber               Cage               depends               on               many               aspects               that               must               be               considered.

    It               is               mostly               a               level               of               affluence               and               lifestyle               choices               or               whether               a               person               has               those               options               available               to               them.

    For               most               people               that               live               in               the               suburbs               there               are               not               many               choices               available.

    Most               suburban               towns               were               developed               with               chain               restaurants               and               stores               that               saw               opportunity               in               a               growing               population.

    Residents               of               larger               urban               cities               have               much               more               to               choose               from,               such               as               local               dinners,               independent               movie               theaters               and               local               corner               stores.
                   

                   The               Rubber               Cage               of               the               City               and               the               Velvet               Cage               of               the               Suburbs               is               one               way               to               look               at               it.

    There               is               variety               in               an               urban               setting,               but               the               Velvet               Cage               also               exists.

    For               example               there               is               still               a               McDonalds               on               every               corner,               but               those               who               can               afford               it               can               choose               a               local               dinner               instead.

    As               for               the               suburbs               choices               are               limited               and               the               McDonalds               inside               the               Wal-Mart               is               what               you               get.

    The               suburbs               can               be               seen               as               "an               architectural               version               of               the               Invasion               of               the               Body               Snatchers…neighborhoods               replaced               by               soulless               alien               substitutes…Instead               of               corner               stores               we               have               quick               marts…Instead               of               Main               streets,               we               have               Mega               Malls…Fast-Food               architecture               -               McMansions               -               sit               forlornly               along               monotonous               cul-de-sacs,"               {Suburban               Nation}.

    The               suburbs               are               a               breeding               ground               for               the               homogenization               and               McDonaldization               of               America,               offering               little               or               no               choice               to               the               consumer.

    In               every               suburb               you               have               a               McDonalds,               a               Blockbuster               Video               and               a               Wal-mart,               and               each               one               symbolizes               growth               for               the               town.

    Just               as               when               a               McDonalds               enters               a               foreign               country               it               symbolizes               growth               and               prosperity               to               the               country               for               some.
                   

                   Recalling               life               in               a               suburban               town               in               Colorado,               the               native               locals               were               nostalgic,               some               negatively               of               when               McDonalds               moved               in.

    For               a               town               that               used               to               have               more               horses               than               people,               the               opening               of               a               McDonalds               was               a               major               turning               point               in               the               town's               growth.

    The               Wal-Marts               and               Blockbusters               soon               followed               and               for               the               new               residents               it               was               a               sign               that               their               town               was               booming.

    As               for               the               natives,               this               was               a               symbol               of               all               that               was               wrong               with               the               world               and               most               of               them               sold               their               land               to               developers               who               build               more               suburbs               and               more               McDonalds-type               establishments.
                   

                   Cyber               Cage
                   

                   The               Internet               offers               a               massive               global               playground               for               businesses               that               thrive               in               the               Iron,               Velvet               and               Rubber               Cage.

    The               Rubber               Cage               will               benefit               most               from               the               Internet,               but               something               as               transparent               and               adaptable               as               the               Internet               is               fair               game               for               either               one.

    Velvet               Cage               businesses               will               benefit               from               the               additional               exposure               to               customers               and               their               extended               availability               of               products               or               services.

    Rubber               Cage               businesses               can               reach               the               same               amount               of               people,               in               the               same               cost               -effective               way               as               firms               in               the               Velvet               Cage.

    Though               it               has               become               the               same               struggle               for               independent               businesses               to               take               advantage               of               the               advertising               space               large               chains               and               franchises               have               dominated               for               so               long               and               now               strive               to               dominate               on               the               Internet.

    Even               still,               the               businesses               in               the               rubber               cage               may               come               out               ahead               on               the               Internet,               as               they               tend               to               cater               a               more               specialized               service               or               product               which               goes               hand               in               hand               with               the               personalized               aspects               of               the               Internet.
                   

                   The               Internet               also               provides               a               way               for               business               to               track               and               record               a               lot               of               information               about               their               customers.

    As               you               surf               the               net               and               share               information               about               yourself,               the               more               corporations               know               about               likes               and               dislikes.

    This               may               be               a               good               thing,               in               that               we               get               what               we               want,               but               is               it               necessarily               what               we               need?

    Marketing               and               Advertising               research               can               be               taken               to               extreme               levels               utilizing               the               Internet               as               we               give               away               tons               of               information               that               is               sold               right               back               to               us.

    This               is               creating               something               of               a               new               cage               amongst               Ritzer's               Velvet               and               Rubber               Cage.

    An               Invisible               cage               or               glass               cage               where               it               seems               our               options               are               limitless,               yet               it               is               just               more               products               and               services               we               don't               need.
                   

                   The               Internet               is               in               some               ways               blurring               the               lines               between               the               Velvet               Cage               and               the               Rubber               Cage.

    It               allows               companies               to               build               a               storefront               without               the               constraints               of               location.

    Businesses               that               traditionally               operated               in               the               velvet               cage               could               better               specialize               their               product               or               service               on               the               Internet               for               the               customer,               {www.kinkos.com}.

    They               could               portray               a               more               personal               image,               just               as               businesses               in               the               Rubber               Cage               could               seem               larger               and               more               efficient               {www.neighborhoodpostal.com}.
                   

                   Conclusion:               Balancing               the               Future
                   

                   To               prevent               the               McDonaldization               of               our               future               a               balance               must               be               met               in               accountability               and               the               allowance               of               control               to               corporations.

    Corporations               are               on               a               fast               track               to               being               the               official               sponsor               of               everything.

    Instead               of               more               limits               and               restrictions               placed               on               the               corporations,               they               are               being               removed.

    For               instance               Media               conglomerates               have               long               been               restricted               on               ownership               of               television               and               radio               in               the               same               markets.

    Congress               is               now               considering               lifting               these               restrictions,               which               would               allow               companies               like               Viacom               and               The               News               Corporation               to               control               television,               radio               and               print               media               in               the               same               market.

    Viacom               already               owns               65%               of               the               radio               advertising               space               through               its               purchase               of               CBS,               should               they               be               allowed               more               control.

    A               corporation               is               an               artificial               being,               a               non-entity,               a               board               of               directors               not               held               liable               for               their               actions.

    The               media               conglomerates               like               Viacom,               Bertelsmann               Music               Group               and               Time               Warner/AOL               are               a               faceless               threat               where               the               bottom               line               is               profit.

    Companies               whose               idea               of               social               responsibility               is               more               like               social               control.
                   

                   As               witness               to               this               overwhelming               control               of               Media               conglomerates,               I've               seen               it               working               in               the               Publishing               Industry.

    The               best               example               of               McDonaldization               in               publishing               is               the               'For               Dummies'               series               or               the               'Chicken               Soup               for               the               Soul'               series.

    An               idea               that               worked               to               generate               better               profit               and               was               overused.

    To               even               consider               Book               Publishing               an               industry               is               a               part               of               the               threat.

    Unique               arts               and               entertainment               continually               risk               diminishing               without               the               sponsorship               of               corporations.

    How               can               the               independent               book               publishers,               filmmakers,               theaters               and               stores               survive               if               conglomerates               buy               them               up               as               stock               commodities?

    The               largest               distributor               of               Independent               films,               Miramax               is               not               truly               independent,               as               the               Disney               Corporation               owns               them.

    Even               the               term               "Independent"               loses               it's               meaning               and               becomes               just               another               repackaged               lifestyle               used               in               advertising.

    This               is               sustained               as               corporations               develop               within               the               process               of               McDonaldization.
                   

                   In               no               way               should               this               conclusion               sound               conspiratorial,               as               in               mega               corporations               bent               on               taking               over               the               world.

    Though               it               is               plausible               to               consider               the               possibility               of               a               future               in               which               continued               McDonaldization               will               contribute               to               the               rising               power               of               these               corporations.

    The               McDonalds               Corporation               started               as               an               independent               store               in               Northern               Illinois.

    It               was               an               idea               and               system               that               worked               for               business               and               spread               like               wildfire,               from               Hamburgers               to               books.

    The               Internet               is               taking               on               it's               own               form               of               McDonaldization,               overusing               the               aspects               most               efficient               to               users               and               designers.
                   

                   If               more               restrictions               are               put               on               corporations,               it               will               make               room               for               more               creative               enterprises,               allowing               fresh               ideas               to               blossom.

    Multinational               corporations               already               bureaucratically               obtuse,               rarely               foster               new               ideas               latching               onto               trends               and               beating               the               same               dead               horse.

    As               the               influence               of               corporate               culture               spreads,               more               freedom               for               true               independent               business,               by               restrictions               on               the               behemoths               will               mean               less               monotony               within               society.

    This               is               in               no               way               anti-globalization               either;               there               could               be               positive               aspects               of               a               global               community.

    The               question               is               do               we               want               companies               like               McDonalds               and               Wal-Mart               putting               their               logo               all               over               this               global               community?
                   

                   Index:
                   

                   -{Schlosser}               -               Eric               Schlosser,               Fast               Food               Nation,               page               367,               Global               Realization               Chp.
                   

                   -{Giddeons               and               Duneier},               Anthony               Giddeons               &               Mitchell               Duneier,               Introduction               to               Sociology,               page               251               -               Ritzer's               McDonaldization,               W.W.

    Norton               &               Co.
                   

                   -{Massey}               -               Garth               Massey,               Readings               for               Sociology,               Page               323               -               24,               George               Ritzer               The               McDonald's               System
                   

                   -http://www.mcdonaldization.com/control.html
                   

                   -www.McDonalds.com,               http://www.mcdonalds.com/corporate/info/vision/index.html
                   

                   -{Schlosser}               -               Eric               Schlosser,               Fast               Food               Nation,               page               369,               Global               Realization               Chp.
                   

                   -{Schlosser}               -               Eric               Schlosser,               Fast               Food               Nation,               page               372,               Global               Realization               Chp
                   

                   -{Wright}               -               Chris               Wright,               The               McDonaldization               of               Syracuse,               http://www.newtimes.rway.com/1997/100897/cover.htm
                   

                   -{www.purefood.org}               -               http://www.purefood.org/gefood/SaviorBove.cfm
                   

                   -{www.mcspotlight.org}               -               http://www.mcspotlight.org/help.html,               under               the               'Why'               paragraph
                   

                   -{Massey}               -               Garth               Massey,               Readings               for               Sociology,               Thomas               R               Ide               &               Arthur               J.

    Cordell,               Automating               Work,               page               343,               chapter               36.
                   

                   -{Massey}               -               Garth               Massey,               Readings               for               Sociology,               page               321,               chapter               33               -               Max               Weber's               The               Protestant               Ethic               and               the               Spirit               of               Capitalism.
                   

                   -{D'Amico               Foods}               an               example               from               the               syllabus               sites,               http://www.damicofoods.com
                   

                   -{Suburban               Nation}               Andres               Duany,               Suburban               Nation,               page               12,               Introduction
                   

                   -{www.kinkos.com}               an               example
                   

                   -{www.neighborhoodpostal.com}               an               example






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