Ever since, years ago, I coined the expression "McFB way of life" and particularly since my FB articles (Is there life after Facebook I and II) have been published, I was confronted with numerous requests to clarify my meaning. My usual answer was a contra-question: If humans hardly ever question fetishisation or oppose the (self-) trivialization, why then is the subsequent brutalization a surprise to them?
Not pretending to reveal a coherent theory, the following lines are my instructive findings, most of all on the issue why it is time to go home and search for a silence.
Largely drawing on the works of the grand philosophers of the German Classicism and Dialectic Materialism, it was sociologist Max Weber who was the first – among modern age thinkers – to note that the industrialized world is undergoing a rapid process of rationalization of its state (and other vital societal) institutions. This process – Weber points out – is characterized by an increased efficiency, predictability, calculability, and control over any 'threat' of uncertainty. Hereby, the uncertainty should be understood in relation to the historically unstable precognitive and cognitive human, individual and group, dynamics. A disheartened, cold and calculative over-rationalization might lead to obscurity of irrationality, Weber warns. His famous metaphor of the iron cage or irrationality of rationality refers to his concern that extremely rationalized (public) institution inevitably alienates itself and turns dehumanized to both those who staff them and those they serve, with a tiny upper caste of controllers steadily losing touch of reality.
Revisiting, rethinking and rejuvenating Weber's theory (but also those of Sartre, Heidegger, Lukács, Lefebvre, Horkheimer, Marcuse and Bloch), it was the US sociologist George Ritzer who postulated that the late 20th century institutions are rationalized to a degree that the entire state becomes 'McDonaldized', since the principles of the fast food industry have gradually pervaded other segments of society and very aspects of life (The McDonaldization of Society, a controversial and highly inspiring book of popular language, written in 1993).
Thus paraphrased, Ritzer states that (i) McEfficiency is achieved by the systematic elimination of unnecessary time or effort in pursuing an objective. As the economy has to be just-in-time competitively productive, society has to be efficient as well. Corresponding to this mantra, only a society governed by business models and sociability run on marketing principles is a successfully optimized polity. Premium efficiency in the workplace (and over broader aspects of sociableness) is attainable by introducing F.W. Taylor's and H. Ford's assembly line into human resources and their intellectual activity (sort of intellectual assembly line). Even the average daily exposure to the so-called news and headlines rather serves an instructive and directional than informational purpose.Hence, McEfficiency solidifies the system, protecting its karma and dharma from any spontaneity, digression, unnecessary questioning and experimenting or surprise.
(ii) McCalculability is an attempt to measure quality in terms of quantity, whereby quality becomes secondary, if at all a concern. The IT sector, along with the search engines and cyber -social clubs, has considerably contributed to the growing emphasis on calculability. Not only the fast food chains (1 billion meals, everybody-served-in-a-minute), Google, Facebook, TV Reality Shows, and the like, as well as the universities, hospitals and travel agencies, all operate on a nearly fetishised and worshiped 'most voted', 'frequently visited','most popular', a big is beautiful, matrix. It is a calculability which mystically assures us that the BigMac is always the best meal – given its quantity; that the best reader is always a bestseller book; and that the best song is a tune with the most clicks on YouTube. One of the most wanted air carriers, AirAsia, has a slogan: Everyone can fly now. Amount, size, frequency, length and volume is all what matters. Thus, a number, a pure digit becomes the (Burger) king. Long Yahoo, the king! Many of my students admit to me that Google for them is more than a search engine; that actually googalization is a well-established method which considerably and frequently replaces the cognitive selection when preparing their assignments and exams. Ergo, instead of complimenting, this k(l)icky-Wiki-picky method increasingly substitutes the process of human reasoning.
(iii) McPredictability is the key factor of the rationalized McDonalds process. On the broader scale, a rational (rationally optimized) society is one in which people know well beforehand what (and when) to expect. Hence, fast food is always mediocre – it never tastes very bad or very good. The parameter of McFood is therefore a surprise-less world in which equally both disappointment and delight are considerably absent. McMeals will always blend uniform preparation and contents as well as the standardized serving staff outfit and their customized approach. In the end, it is not about food at all. What makes McDonalds so durably popular is a size, numbers and predictability. (All three are proportionately and causally objectivized and optimized: a meal, who serves it and those served – until the locality and substance of each of the three becomes fluid, obsolete and irrelevant). In such an atmosphere of predictability or better to say predictive seduction and gradual loss of integrity, the culture of tacit obedience (ignorance of self-irrelevance through the corrosive addiction) is to bread, even unspotted. Consequently, more similarities than differences is the central to a question of predictability, on both ends: demand (expectation, possibility) and supply (determination, probability).
(iv) McControl represents the fourth and final Weberian aspect for Ritzer. Traditionally (ever since the age of cognitivity), humans are the most unpredictable element, a variable for the rationalized, bureaucratic systems, so it is an imperative for the McOrganization to (pacify through) control. Nowadays, technology offers a variety of palliatives and tools for the effective control of both employers (supply, probability) and customers (demand, possibility), as well as to control the controllers. A self-articulation, indigenous opinionation, spontaneous initiative and unconstrained action is rather simulated, yet stimulated very seldom. Only once the wide spectrum of possibilities is quietly narrowed down, a limited field of probabilities will appear so large. To this end, the IT appliances are very convenient (cheap, discreet and invisible, but omnipresent and highly accurate) as they compute, pre-decide, channel and filter moves, as well as they store and analyze behavior patterns with their heartless algorithms.
Aided by the instruments of efficiency, calculability and predictability, the control eliminates (the premium or at least minimizes any serious impact of) authenticity, autonomous thinking and independent judgment. Depth and frequency of critical insights and of unpredictable human actions driven by unexpected conclusions is rationalized to a beforehand calculable, and therefore tolerable few. Hyper-rationalized, exercised, ultra-efficient, predictable and controlled environment subscribes also a full coherence to the asymmetrically social and dysfunctional-emphatic atmosphere of disaffected but ultimate obedience ('guided without force', 'prompted without aim', "poked, tweeted and fleshmobbed for 'fun', 'useful idiots', 'fitting the social machine without friction').
Ergo, the final McSociety product is a highly efficient, predictable, computed, standardized, typified, instant, unison, routinized, addictive, imitative and controlled environment which is – paradoxically enough – mystified through the worshiping glorification (of scale). Subjects of such a society are fetishising the system and trivializing their own contents – smooth and nearly unnoticed trade-off. When aided by the IT in a mass, unselectively frequent and severe use within the scenery of huge shopping malls (enveloped by a consumerist fever and mixed with an ever larger cyber-neurosis, disillusional and psychosomatic disorders, and functional illiteracy of misinformed, undereducated, cyber-autistic and egotistic under-aged and hardly-aged individuals – all caused by the constant (in)flow of clusters of addictive alerts on diver-ting banalities), it is an environment which epitomizes what I coined as the McFB way of life.
This is a cyber–iron cage habitat: a shiny but directional and instrumented, egotistic and autistic, cold and brutal place; incapable of vision, empathy, initiative or action. If and while so, is there any difference between Gulag and Goo(g)lag – as both being prisons of free mind? Contrary to the established rhetoric; courage, solidarity, vision and initiative were far more monitored, restricted, stigmatized and prosecuted than enhanced, supported and promoted throughout the human history–as they've been traditionally perceived like a threat to the inaugurated order, a challenge to the functioning status quo, defiant to the dogmatic conscripts of admitted, permissible, advertized, routinized, recognized and prescribed social conduct.
Elaborating on a well-known argument of 'defensive modernization' of Fukuyama, it is to state that throughout the entire human history a technological drive was aimed to satisfy the security (and control) objective; and it was rarely (if at all) driven by a desire to (enlarge the variable and to) ease human existence or to enhance human emancipation and liberation of societies at large. Thus, unless operationalized by the system, both intellectualism and technological breakthroughs were traditionally felt and perceived as a threat.
Later, he served as a Senior Legal Officer and Permanent Representative to the UN Office in Vienna (Liaison unit with Governments and IOs) at the HQ of the Intergovernmental Organization ICMPD. Prof. Bajrektarevic is the author of dozens ILAW/JHA– and SD–related presentations, publications, speeches, seminars, research colloquiums as well as of numerous public events (round tables & study trips, etc.). He lives in Vienna, Austria.