248 College & Research Libraries May 2000 The McDonaldization of Academic Libraries? Brian Quinn George Ritzer, a sociologist at the University of Maryland, has proposed an influential thesis that suggests that many aspects of the fast food industry are making their way into other areas of society. This article explores whether his thesis, known as the McDonaldization thesis, is applicable to academic libraries. Specifically, it seeks to determine to what extent academic libraries may be considered McDonaldized, and if so, what effect McDonaldization may be having on them. It also investi­ gates some possible alternatives to McDonaldization, and their implica­ tions for academic libraries. n 1993, George Ritzer, a soci­ chy of functionaries performing nar­ ologist at the University of rowly defined roles according to pre­ Maryland, wrote a book titled scribed rules.3 Weber was careful to point The McDonaldization of Society.1 out that although rationalized social in­ It caused considerable controversy in the stitutions such as bureaucracies had the field of sociology and in academia gener­ advantage of being efficient, if carried to ally, sold many copies, and inspired sev­ extremes, they could lead to their own eral articles and even a book to be writ­ form of irrationality, which he termed an ten about the subject.2 In his book, Ritzer “iron cage.” The iron cage metaphor re­ argued that the principles of the fast-food ferred to Weber’s belief that extremely industry had gradually come to pervade rationalized institutions could be dehu­ other areas of society. manizing and stultifying to both those In The McDonaldization of Society, who work in them and those they serve. Ritzer drew on the work of the great Ritzer believes that the fast-food indus­ German sociologist Max Weber. It was try, exemplified by McDonald’s, has re­ Weber who first pointed out that society placed bureaucracy as the epitome of the was undergoing a process of rationaliza­ rationalization process. It is the purpose tion, in which a growing number of so­ of this study to investigate whether aca­ cial institutions were increasingly char­ demic libraries have become acterized by efficiency, predictability, “McDonaldized,” and if so, to what ex­ calculability, and control over uncer­ tent. How does the McDonaldization tainty, as well as the substitution of tech­ process manifest itself? If academic li­ nology for human labor. For Weber, no braries have become McDonaldized, to social institution characterized the ratio­ what extent is this a positive or negative nalization process better than bureau­ phenomenon? And finally, are there al­ cracy, with its rigidly formalized hierar­ ternatives to McDonaldization? Brian Quinn is Social Sciences Librarian at Texas Tech University; e-mail: [email protected]. 248 The McDonaldization of Academic Libraries? 249 McDonaldization and Higher ments, offices, ranks, titles, reporting Education lines, and elaborate organizational charts According to Ritzer, one area of society that is especially evident. is becoming increasingly McDonaldized is Students themselves may contribute to higher education. We live in an age of mass the McDonaldization process by approach­ higher education, in which many students ing the university and the library as con­ attend college because they see a college sumers would. They examine cost, qual­ education as a means to a more lucrative ity, and convenience and want to obtain career, not because they love learning. the best-quality “product” for their invest­ Colleges and universities are experiencing ment. Like customers at a fast-food restau­ growing pressure from the public and state rant, students want to be able to take legislatures to control costs and maximize classes at convenient times, and the classes efficiency. These changes in the govern­ themselves must be “palatable” in terms mental and economic environment have of the way they are taught and the de­ contributed to increasing the management mands they make on the students; other­ role of university administrators and less­ wise, students tend to drop them. Students ening the independence of faculty, includ­ want short lines, polite and efficient per­ ing library faculty. Increased competition sonnel, and the flexibility to “have it their for students among many academic insti­ way.”4 For example, many students who tutions has resulted in a new emphasis in approach the library’s reference desk no academia on marketing, quality service, longer merely ask for information but, and treating students as consumers or rather, ask for it in a certain format, often even “customers.” specifying computer instead of paper sources. Determining which format would We live in an age of mass higher best provide information was once the education, in which many students professional prerogative of the librarian. attend college because they see a Now, however, many students find com­ college education as a means to a puters faster and easier to use than paper more lucrative career, not because sources and may insist on obtaining their they love learning. information in a convenient form. The quality of the information becomes sec­ This adoption of business management ondary. In turn, librarians must acquiesce and marketing principles by academia by providing the “Information Happy has placed faculty under growing pres­ Meals” the students are seeking in order sure to be more accountable and more to guarantee “customer satisfaction.” productive, to maintain longer office The growing commercialism in higher hours, to assume greater teaching loads, education contributes to McDonaldization to publish more, to compete for grants, in other ways. To ensure a continued cus­ and to submit to posttenure review. The tomer base and keep students from drop­ importation of business concepts into ping out, many negative aspects of the li­ academia generally, and the academic li­ brary research experience are being reex­ brary in particular, has resulted in the amined. Accustomed to a higher level of growing popularity of mission and vision service from public and school librarians, statements, service quality concepts, and many new students may demand that the an interest in leadership among library librarian find information for them rather administrators. The prevalence and stan­ than be shown by the librarian how to find dardization of policies, procedures, strat­ it themselves. Many academic librarians egies, goals, and deadlines, along with the have a goal to help create independent life­ specialization of library work into increas­ long learners, but some students regard ingly narrow roles, has contributed to the library research as being too much like growth of bureaucratization. In larger li­ work. The result is a “dumbing down” of braries, the mushrooming of depart­ reference services in order to placate the 250 College & Research Libraries May 2000 student.5 In the McDonaldized library, “the underutilizing their skills in favor of much customer is king,” which essentially means narrower subject specialization. To the ex­ giving students what they want rather tent that it does this, it may be considered than what they need. inefficient, maladaptive, and dehumaniz­ ing—all qualities Weber warned about Characteristics of McDonaldization when he spoke of the “irrationality of ra­ In his analysis of the McDonaldization tionality” that could lead to bureaucracy phenomenon, Ritzer said that the ratio­ becoming an “iron cage.”6 nalization process that lies at the heart of McDonaldization has four key character­ The fast-food concept of quick istics: efficiency, predictability, calculabil­ service may have had the effect of ity, and control. Ritzer believes that these raising the expectations of library aspects of rationalization now pervade so­ users. ciety. Taylor’s influence also may be found McDonaldization and Efficiency in recent attempts by some academic li­ Efficiency is the systematic elimination of braries to quantify certain tasks. Even unnecessary time or effort in the pursuit though his time-and-motion studies were of an objective. It is exemplified by var­ designed for the manufacturing sector, ied phenomena such as TV dinners, fac­ they also can be applied to the service tory farming, the modern supermarket, sector. Wright State University, for ex­ and housing developments. The interest­ ample, has attempted to create measur­ ing question for the purposes of this study able standards of service to ensure that is to ask: To what extent can these charac­ tasks are carried out in a timely way. Us­ teristics be found in academic libraries, ers who approach the service desk must and with what effect? be served within three minutes, periodi­ Efficiency in the workplace, according cals must be reshelved within twenty-four to Ritzer, has its roots in the scientific man­ hours of receipt, and user suggestions agement principles of F.W. Taylor and in must be responded to in five days. For­ Henry Ford’s assembly line. Taylor con­ mal statistics are kept on response times ducted time-and-motion studies to deter­ to monitor staff performance.7 Interest­ mine the “best” way for workers to per­ ingly, Burger King has a similar goal to form a task and, in the process, reduced serve customers in three minutes. tasks to narrowly defined, repetitive mo­ The fast-food concept of quick service tions that did not completely use the work­ may have had the effect of raising the ers’ skills and abilities. Ford’s assembly expectations of library users. Users seem