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In this major new book, the author of the bestselling McDonaldization of Society provides an exploration of one of the most innovative and imaginative sociological theses of the last decade of the twentieth century - 'McDonaldization'. Part One centres on a discussion of Karl Mannheim's theory of rationalization. The author also assesses the degree to which sociology in general and sociological theory in particular have been 'McDonaldized'. The second part demonstrates the empirical reach of the 'McDonaldization' process with discussions on work, credit and globalization. Part Three moves beyond 'McDonaldization' to the worlds of 'new means of consumption' and the postmodern perspectives that best illuminate them. The author concludes with a re-evaluation of the McDonaldization thesis and its future.