George Ritzer

Developed by George Ritzer in his 1993 book "The McDonaldization of Society," the theory describes how the principles of the fast-food restaurant are coming to dominate more sectors of society. It extends Max Weber's theory of rationalization into four dimensions: efficiency, calculability, predictability, and control. Ritzer argues this process strips human interaction of its personal, qualitative elements.

Ritzer outlines efficiency (finding the optimal method), calculability (quantifying aspects over quality), predictability (uniform standardization), and control (replacing human labor with non-human technology). These four pillars explain how businesses optimize and systematize consumer and worker behavior. Together, they create a highly rationalized but often irrational system.

Ritzer is also known for his work on consumption and globalization, notably coining the term "the new means of consumption." He analyzes how modern structures like megamalls, credit cards, and the internet reshape consumer behavior. He has also written extensively on the globalization of nothingness.

Yes, George Ritzer is a Distinguished Professor Emeritus at the University of Maryland. Over his long career there, he has written extensively on social theory and has authored widely used sociology textbooks. His work has made him one of the most cited sociologists in the United States.