Seminar 2 – Taylorism and Bureaucracy

Seminar activity 1: The morality of bureaucracy?

 Listen to Act 6 of the following podcast from This American Life

www.thisamericanlife.org/radio-archives/episode/608/the-
revolution-starts-at-noon?act=6#play
This focuses on civil servants in the Department of Energy in the US, during Trump’s presidency, who
are concerned about Trump’s denial of climate change and the risk this poses to their work.

How is bureaucracy being “used” by these workers?

Bureaucracy is being used by the workers in the Department of Energy (DOE) as a way of protecting
their scientific data and expertise from the Trump administration, which they perceive as hostile to
their mission and values. They are using bureaucratic rules and procedures to delay, resist, reject
authority, hide information, slow-down steps or evade the requests and orders from the new
political appointees, who they suspect are trying to undermine or sabotage their work on climate
change and renewable energy

Do you think their actions are right or wrong?

The question is not simply a right or wrong question, it shows the judgement of whether
bureaucratic system or civil servants should has their own will and do the thing that opposite to the
government leaders, or they should obey to the bureaucratic system and follow the leaders’ orders.

Some might argue that their actions are right because they are defending the public interest and the
scientific integrity of their agency from political interference and manipulation. They might also
argue that they are loyal to the constitution and the law, not to the president or his appointees.
They might also argue that they are exercising their democratic rights and duties as citizens and civil
servants.

On the other hand, some might argue that their actions are wrong because they are violating their
duty to serve the president and his policies. They might also argue that they are subverting the
democratic process and the will of the people who elected Trump. They might also argue that they
are acting out of self-interest or ideological bias, not out of objective or impartial judgment.

Balance: responsibility vs moral value and belief

The worker place the public higher than responsibility of governmentfe3

How would proponents/advocates of bureaucracy view their actions?

Proponents or advocates of bureaucracy might view their actions differently depending on their
theoretical approach and normative stance. For example, some might view their actions as examples
of bureaucratic politics, where different actors within a bureaucracy pursue their own interests,
preferences, or agendas in relation to a policy issue or decision. In this view, bureaucracy is not a
monolithic or rational entity, but a complex and dynamic arena of power struggles and negotiations
among various actors with different resources, information, and influence. Other proponents or
advocates of bureaucracy might view their actions as examples of bureaucratic accountability, where
civil servants are expected to uphold certain standards of conduct, ethics, and performance in their
work, and to be responsive to various stakeholders, such as the public, the media, the courts, or the
legislature. In this view, bureaucracy is not a passive or obedient instrument, but an active and
responsible agent that can check and balance the political power.

官僚主义是如何被这些公务员“利用”的？

你认为他们的行为是对还是错？
官僚主义的支持者/倡导者如何看待他们的行为？

 Watch the following clip from the film The Reader (2008)

The character played by Kate Winslet is standing trial for her role as an SS Guard in the Nazi
concentration camps during the holocaust. The scene focuses specifically on an event during which
prisoners were locked inside a burning building.

https://www.youtube.com/watch?v=ANm4sqQUsG0&ab_channel=katewinsletcinema

Consider the arguments she makes in defence of her actions during the event in question.

How does this relate to bureaucracy?

This clip relates to bureaucracy in the following ways:

The character played by Kate Winslet was a part of a bureaucratic system that was responsible for
carrying out the atrocities of the Nazi regime. She was a low-level official who followed the orders
and rules of her superiors without questioning their morality or legality.

She defended her actions by appealing to the bureaucratic rationality that guided her behavior. She
claimed that she was not responsible for the fate of the prisoners, but only for guarding them and
keeping order. She said that she did not have any choice or authority to act differently, and that she
did what she was told to do by her superiors.

She also showed a lack of empathy and remorse for the victims of her actions. She did not see them
as human beings, but as objects to be managed and disposed of. She did not acknowledge the
suffering and injustice that they endured, but only focused on her own role and duty as a
bureaucrat.

She revealed her ignorance and illiteracy as factors that limited her ability to think critically and
independently. She said that she could not read or write, and that she did not know what the word
“extermination” meant. She also said that she joined the SS because it offered her a job and a
uniform, not because she shared their ideology or values.

What does this tell us about the morality of bureaucracy?

It shows that bureaucracy can be used as a tool for evil and oppression, as well as for good and
efficiency. Bureaucracy can enable and facilitate the implementation of immoral and illegal policies
and actions, by providing a structure, a hierarchy, and a set of rules that justify and rationalize them.
It shows that bureaucracy can dehumanize and alienate both the perpetrators and the victims of
immoral and illegal actions. Bureaucracy can create a distance and a detachment between the actors
and the consequences of their actions, by reducing them to roles, functions, and numbers.
Bureaucracy can also erode the moral agency and responsibility of the actors, by making them feel
powerless, obedient, and dependent on the system.

It shows that bureaucracy can be challenged and resisted by moral courage and conscience.
Bureaucracy is not an inevitable or natural phenomenon, but a human-made and human-controlled
one. Bureaucracy can be reformed or transformed by exposing its flaws, questioning its
assumptions, and demanding its accountability. Bureaucracy can also be confronted by appealing to
higher values and principles, such as human dignity, justice, and compassion.

这与官僚主义有什么关系？
关于官僚主义的道德，这告诉我们什么？

Seminar activity 2: McDonaldization in the digital age

Read the following article:

Ritzer, G. & Limes, S. (2019) “The changing nature of consumption and the intensification of
McDonaldization in the digital age”, Journal of Consumer Culture, Vol. 19(1) 3–20

1. Why, as the authors argue, is McDonaldization “even more applicable” in the digital age?

McDonaldization is even more applicable in the digital age because the digital technologies
and platforms enable and enhance the four principles of McDonaldization: efficiency,
calculability, predictability and control. The authors argue that the digital age has intensified the
rationalization of consumption by making it faster, easier, cheaper, more standardized and more
automated. For example, online shopping, streaming services, social media, e-books and e-
learning are all forms of digital consumption that exhibit the characteristics of McDonaldization.

standardisation

2. The authors discuss four principles of McDonaldization: efficiency, calculability, predictability

and control. How are these enacted (successfully or not) in the three case studies they look
at, and other examples mentioned in the article?

The four principles of McDonaldization are enacted in the three case studies as follows:

- Amazon: Amazon is an example of efficiency, as it offers a convenient and quick way of

purchasing a variety of products online. It also exemplifies calculability, as it uses algorithms and
data to rank, recommend and review products and services. It also displays predictability, as it
provides a consistent and uniform shopping experience across different devices and locations.
Finally, it demonstrates control, as it relies on automation and standardization to reduce human
intervention and variability.

- Netflix: Netflix is an example of efficiency, as it allows users to access a large library of movies
and shows on demand. It also illustrates calculability, as it measures and evaluates the quantity
and quality of its content and users' preferences. It also shows predictability, as it creates and
distributes content that follows certain formulas and genres. Lastly, it exhibits control, as it uses
technology and data to influence and manipulate users' choices and behaviors.

- Starbucks: Starbucks is an example of efficiency, as it offers a fast and convenient way of

ordering and consuming coffee and other beverages. It also represents calculability, as it
emphasizes the size, price and number of its products and services. It also manifests
predictability, as it ensures a standardized and familiar coffee experience across different outlets
and countries. Finally, it displays control, as it regulates and monitors the production and
consumption of its products and services.

Other examples mentioned in the article that reflect the principles of McDonaldization are:

- Facebook: Facebook is an example of efficiency, as it enables users to communicate and

socialize with others online. It also embodies calculability, as it quantifies and ranks users'
popularity, activity and engagement. It also reveals predictability, as it generates and curates
content that conforms to users' interests and expectations. Lastly, it demonstrates control, as it
uses algorithms and data to shape and filter users' information and interactions.

- Kindle: Kindle is an example of efficiency, as it allows users to read e-books on a portable

device. It also exemplifies calculability, as it tracks and displays users' reading progress, speed
and habits. It also shows predictability, as it offers a consistent and uniform reading experience
across different books and genres. Lastly, it exhibits control, as it limits users' access and
ownership of e-books through digital rights management (DRM) systems.

- MOOCs: MOOCs are an example of efficiency, as they provide a flexible and accessible way of
learning online. They also illustrate calculability, as they measure and evaluate learners'
performance, participation and feedback. They also display predictability, as they deliver a
standardized and structured learning experience across different courses and topics. Lastly, they
demonstrate control, as they rely on automation and peer assessment to reduce human
instruction and interaction.

3. What do you think the authors mean by the “irrationality of rationality”? Give some
examples from the article. Has this changed in the digital age?
The irrationality of rationality refers to the negative consequences or side effects of
rationalization or McDonaldization. The authors mean that while rationalization or
McDonaldization may seem to offer benefits such as convenience, speed, quality or value,
they may also entail costs such as overspend on debt, inefficiency, waste, dehumanization or
irrationality. (Big Data, overspend) Some examples from the article are:
- Amazon: While Amazon may offer convenience and variety to consumers, it may also
create environmental problems such as packaging waste or carbon emissions. It may also
exploit its workers by imposing harsh working conditions or low wages. It may also
undermine local businesses by driving them out of the market or reducing their profits.
- Netflix: While Netflix may offer entertainment and choice to viewers, it may also create
cultural problems such as homogenization or commodification. It may also affect viewers'
psychology by inducing addiction or binge-watching. It may also influence viewers' politics
by promoting certain ideologies or agendas.
- Starbucks: While Starbucks may offer comfort and quality to customers, it may also
create social problems such as gentrification or globalization. It may also affect customers'
health by encouraging overconsumption or unhealthy habits. It may also impact customers'
identity by eroding their authenticity or diversity.
 The irrationality of rationality has changed in the digital age in two ways: first, by
becoming more pervasive and intensive; second, by becoming more invisible or disguised.
The authors argue that the digital age has amplified the irrationality of rationality by
extending its reach and scope to more aspects of life (such as education or health) and by
increasing its speed
and scale (such as through big data or artificial intelligence). They also argue that the digital
age has obscured the irrationality of rationality by hiding or masking its negative effects
(such as through encryption or personalization) and by rationalizing or normalizing its
existence (such as through gamification or customization).

4. In light of the arguments made in the article, do you agree with the assertion that we now
live in a post-bureaucratic world?
In light of the arguments made in the article, I do not agree with the assertion that we
now live in a post-bureaucratic world. The article suggests that bureaucracy and
McDonaldization are closely related, as they both share the same logic of rationalization.
The article also implies that bureaucracy and McDonaldization are not mutually exclusive,
but rather complementary, as they both coexist and reinforce each other in the digital age.
Therefore, I would argue that we still live in a bureaucratic world, but one that is also
McDonaldized.

5. Where have you encountered McDonaldization in your (professional or personal) life?

I have encountered McDonaldization in my personal life in various ways, such as:
- Using online platforms such as Google, YouTube or Spotify to search, watch or listen to
content that is tailored to my preferences and habits.
- Ordering food or groceries online from apps such as Uber Eats or Instacart that deliver
them to my doorstep in a fast and convenient way.
- Taking online courses or quizzes from websites such as Coursera or Khan Academy that
provide me with a flexible and accessible way of learning and testing my knowledge.
- Using social media such as Instagram, Twitter or TikTok to share, follow or like content
that is quantified and ranked by likes, followers or views.
- Using wearable devices such as Fitbit, Apple Watch or AirPods to monitor, track or
enhance my health, fitness or lifestyle.

6. “The system is run by the few with the few as the main beneficiaries. Most of the people in
the world have no say in these systems and are either not helped or are adversely affected by
them.”

We looked at this quote at the end of the lecture – what do you make of this quote now that
you have studied the concept of McDonaldization in some depth?

The quote suggests that McDonaldization is a system that is dominated and controlled by a
few powerful actors (such as corporations, governments or elites) who benefit from it at the
expense of the majority of people (such as consumers, workers or citizens) who have no say
in it and who are either harmed or ignored by it. Now that I have studied the concept of
McDonaldization in some depth, I think that this quote is partly true and partly false. It is
true in the sense that McDonaldization does create inequalities and injustices in society by
privileging some groups over others and by exploiting or excluding some people from its
benefits. It is also true in the sense that McDonaldization does limit and constrain people's
agency and autonomy by influencing and manipulating their choices and behaviors.
 However, it is false in the sense that McDonaldization is not a monolithic or deterministic
system that cannot be challenged or resisted. It is also false in the sense that
McDonaldization does not completely erase or eliminate people's diversity and creativity by
imposing a single or uniform way of life. Therefore, I think that this quote is too pessimistic
and simplistic, and that it overlooks the complexities and contradictions of McDonaldization.

正如作者所说，为什么麦当劳化在数字时代“更适用”？

作者讨论了麦当劳化的四个原则：效率、可计算性、可预测性和控制。在他们研究的三个案例
研究以及文章中提到的其他示例中，这些是如何制定的（成功与否）的？

您认为作者所说的“理性的非理性”是什么意思？举一些文章中的例子。这在数字时代发生了
变化吗？
鉴于文章中的论点，您是否同意我们现在生活在后官僚世界中的说法？
您在（职业或个人）生活中在哪里遇到过麦当劳化？
“该系统由少数人管理，少数人是主要受益者。世界上大多数人在这些系统中没有发言权，要
么得不到帮助，要么受到它们的不利影响。

我们在讲座结束时看了这句话——既然你已经深入研究了麦当劳化的概念，你对这句话有什么
看法？