Control & Control Through NonHuman Technology
Control through nonhuman technology and control in general is used in the McDonaldization model to exert consistencey in both products and services (Ritzer p, 19). Direct examples of controlling elements can be taken from McDonald's restaurants to support this component of the theory; lines, limited menus, uncomfortable seats and drive-throughs all serve to control customers (Ritzer, p.18). Employees of the establishments are controlled through training, the threat of being replaced by machinery that can do their job more efficiently, and by technology that reduces human error, such as electronic cash registers and automated drink dispensers(Ritzer, p. 18).
When looking at The Hour as a McDonaldized commodity, it can be shown that it too employs a degree of control over its viewers. Viewers are controlled by when and how they can watch the program as it can only be viewed on television during specific time slots. Individuals who view the program via the internet are also controlled, the only episode that can be viewed in its entirety is that from the previous day. Despite the fact that The Hour's website offers numerous clips from the show, control is also exerted here in that viewers only have access to the clips provided, i.e. it is possible that the clip they wish to view is not available.
The Hour also exerts an element of control through its content. Individuals may be able to choose weather or not to watch the program, but those who do choose to watch have to say over the content of the show. Control through content can be compared to buying a Big Mac; a person can choose to go to McDonald's, and can even choose to order the Big Mac, they however have little to no control over what the sandwich contains- leaving off the pickle does not alter the burger that much; it's still the same meat.
When looking at The Hour as a McDonaldized commodity, it can be shown that it too employs a degree of control over its viewers. Viewers are controlled by when and how they can watch the program as it can only be viewed on television during specific time slots. Individuals who view the program via the internet are also controlled, the only episode that can be viewed in its entirety is that from the previous day. Despite the fact that The Hour's website offers numerous clips from the show, control is also exerted here in that viewers only have access to the clips provided, i.e. it is possible that the clip they wish to view is not available.
The Hour also exerts an element of control through its content. Individuals may be able to choose weather or not to watch the program, but those who do choose to watch have to say over the content of the show. Control through content can be compared to buying a Big Mac; a person can choose to go to McDonald's, and can even choose to order the Big Mac, they however have little to no control over what the sandwich contains- leaving off the pickle does not alter the burger that much; it's still the same meat.
posted by Jesus_is_my_home_grl at 1:53 PM
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