Amazing documentary!! Tough Guise is the first educational video geared toward college and high school students to systematically examine the relationship between pop-cultural imagery and the social construction of masculine identities in the U.S. at the dawn of the 21st century.
This video is a definition of McDonaldization from George Ritzer, the sociologist who coined the term. This includes four main components: efficiency, predictability, calculability and non-human technology. McDonalds started the trend for other companies to incorporate these components into their business practices. Ritzer, George. McDonaldization Theory of George Ritzer . 24 10 2007. 25 05 2015 <https://www.youtube.com/watch?v=Fdy1AgO6Fp4>.