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"George Ritzer?s McDonaldization of Society, now celebrating its 20th anniversary, continues to stand as one of the pillars of modern day sociological thought. By linking theory to 21st century culture, this book resonates with students in a way that few other books do, opening their eyes to many current issues, especially in consumption and globalization. As in previous editions, the book has been updated and it offers new discussions of, among others, In-N-Out- Burger and Pret A Manger as possible antitheses of McDonaldization. The biggest change, however, is that the book has been radically streamlined to offer an even clearer articulation of the now-famous McDonaldization thesis."

"Penelitian ini menganalisis fenomena McDonaldisasi sebagai praktik pascakolonialisme dengan menggunakan perspektif pascakolonialisme untuk memahami ketidasesuaian antara dimensi normatif dan empiris sistem tersebut. Penulis mengangkat hipotesis bahwa McDonaldisasi adalah produk identitas dan budaya Barat yang menjadi bagian dari proyek rasionalisasi masyarakat. George Ritzer, seorang sosilog Amerika Serikat, berpendapat bahwa McDonaldisasi merupakan fenomena yang menunjukkan nilai-nilai efisien, terprediksi, terkalkulasi, dan kontrol yang menjadi identitk dengan sistem rantai makanan cepat saji. Implikasi dari penerapan sistem McDonaldisasi terlihat tidak rasional, terutama dalam konteks negara-negara ASEAN-5 yang mengadaptasi sistem tersebut. Penulis menggunakan perspektif pascakolonialisme untuk menganalisis kesenjangan antara pandangan normatif McDonaldisasi dan pengalaman empiris negara-negara ASEAN-5. Dalam perspektif pascakolonialisme, McDonaldisasi dipandang sebagai salah satu bentuk praktik pascakolonial dalam tatanan sistem global. Sistem ini mencerminkan dominasi ideologi Barat dan menciptakan imajinasi rasional bagi negara-negara ASEAN-5, namun upaya adaptasi sistem McDonaldisasi tersebut berimplikasi pada hasil yang irasional dan justru menimbulkan variasi masalah baru di sektor perekonomian. Perspektif pascakolonialisme mampu mengungkapkan praktik-praktik pascakolonial dalam adaptasi sistem McDonaldisasi oleh negara-negara ASEAN-5.

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This research analyzes the phenomenon of McDonaldization as a postcolonial practice using a postcolonial perspective to understand the mismatch berween the normative and empirical dimensions of the system. The author hyphothesizes that McDonaldization is a product of Western identity and culture that has become part of the project of rationalizing society. George Ritzer, and American sociologist, argues that McDonaldization is a phenomenon that embodies efficient, predictable, calculable, and controllable values that are identified with the fast food chain system. The implications of implementing the McDonaldization system appear irrational, especially in the contect of the ASEAN-5 countries that have adopted this system. The author employs a postcolonial perspective to analyze the gap between the normative view of McDonaldizationand the empirical experiences of the ASEAN-5 countries. From a postcolonial perspective, McDonaldization is seen as one of the forms of posctcolonial practices within the global system. This system reflects the dominance of Western ideology and creates a rational imagination for the ASEAN-5 countries, but the effort to adapt the McDonaldization system leads to irrational outcomes and generates new problems in the economic sector. The postcolonial perspective is capable of revealing postcolonial practices in the adaptation "