Social media: The development of a new McDonaldized institution

Cover Page

Abstract


The article examines the phenomenon of social media from the perspective of the McDonaldization theory. The author considers social media as inextricably linked with the consumer society systems to show that such media have become a new McDonaldized institution, the study of which provides new theoretical and methodological possibilities. The article provides an overview of the studies proving the increasing McDonaldizing effect on various social institutions of the Russian society, and considers social media in terms of factors of the McDonaldization theory. Two social networks - Facebook and VK - are described in G. Ritzer’s concepts of ‘nothing’ and ‘something’ as the McDonaldized institutions. The author identifies the theoretical-methodological significance of considering social media as McDonaldized institutions; shows that social media functionally correspond to all five factors of Ritzer’s McDonaldization; explains why the social network Facebook is a grobalized form of ‘nothing’ and, thus, a driving force of globalization, while the social network VK is a glocal form of ‘nothing’ and, thus, creates unique meanings at the border of local and global levels. One of such new meanings is that the VK reflects the traditional interpretation of gender identity, sexual orientation and marriage. The author concludes that social media are a McDonaldized institution that can become a new research optics, which presupposes the use of mixed methods research.


About the authors

A. V. Shchekoturov

Immanuel Kant Baltic Federal University

Author for correspondence.
Email: ASHCHekoturov@kantiana.ru
Nevskogo St., 14A, Kaliningrad, 236016Russia

References

  1. Артамонова А.В. Макдональдизация семьи // Университетский научный журнал. 2013. № 6 / Artamonova A.V. Makdonaldizatsiya semiy [McDonaldization of the family]. Universitetsky Nauchny Zhurnal. 2013; 6 (In Russ.).
  2. Дукин Р.А. Медиатизация современного общества: влияние современных медиа // Теория и практика общественного развития. 2016. № 2 / Dukin RA. Mediatizatsiya sovremennogo obshchestva: vliyanie sovremennykh media [Mediation of contemporary society: The impact of media]. Teoriya i Praktika Obshchestvennogo Razvitiya. 2016; 2 (In Russ.).
  3. Кин Дж. Демократия и декаданс медиа. М., 2015 / Kin J. Demokratiya i dekadans media [Democracy and the Decadence of Media]. Moscow; 2015 (In Russ.).
  4. Коломиец В.П. Социология массовой коммуникации в обществе коммуникационного изобилия // Социологические исследования. 2017. № 6 / Kolomiets V.P. Sotsiologiya massovoi kommunikatsii v obshchestve kommunikatsionnogo izobiliya [Sociology of mass communication in the society of communication abundance]. Sotsiologicheskie Issledovaniya. 2017; 6 (In Russ.).
  5. Лунева О.С. Концепции постмодерна в анализе основных тенденций развития современной российской системы здравоохранения // Экономика и социум: современные модели развития. 2011. № 2 / Luneva O.S. Kontseptsii postmoderna v analize osnovnykh tendentsii razvitiya sovremennoi rossiiskoi sistemy zdravookhraneniya [Postmodern concepts in the analysis of the main development trends of the contemporary Russian healthcare system]. Ekonomika i Sotsium: Sovremennye Modeli Razvitiya. 2011; 2 (In Russ).
  6. Никитин А.П. Макдональдизация высшего образования // Идеи и идеалы. 2018. Т. 2. № 3 / Nikitin A.P. Makdonaldizatsiya vysshego obrazovaniya [McDonaldization of the higher education]. Idei i Idealy. 2018; 2 (3) (In Russ.).
  7. Пестрякова П.Д. Макдональдизация в издательском деле // Труды ГПНТБ СО РАН. 2016. № 11 / Pestryakova P.D. Makdonaldizatsiya v izdatelskom dele [McDonaldization in publishing]. Trudy GPNTB SO RAN. 2016; 11 (In Russ).
  8. Похомова А.А. Влияние макдональдизации как социального процесса на феномен волонтерской деятельности // Вестник МДУ им. А.А. Куляшова. 2017. № 1 / Pokhomova A.A. Vliyanie makdonaldizatsii kak sotsialnogo protsessa na fenomen volonterskoi deyatelnosti [The influence of McDonaldization as a social process on the volunteer activities]. Vestnik MDU im. A.A. Kulyashova. 2017; 1 (In Russ.).
  9. Ритцер Дж. Макдональдизация общества 5. М., 2011 / Ritzer G. Makdonaldizatsiya obshchestva 5 [The McDonaldization of Society 5]. Moscow; 2011 (In Russ.).
  10. Хабермас Ю. Теория рационализации Макса Вебера // Социологическое обозрение. 2009. № 8 / Habermas J. Teoriya ratsionalizatsii Maхa Vebera [Max Weber’s rationalization theory]. Sotsiologicheskoe Obozrenie. 2009; 8 (In Russ.).
  11. Хлипун В.В. Становление интернета как социального института // Известия ВГТУ. 2011. Т. 9. № 7 / Khlipun V.V. Stanovlenie interneta kak sotsialnogo instituta [The development of the Internet as a social institution]. Izvestiya VGTU. 2011; 9 (7) (In Russ.).
  12. Щекотуров А.В. «Макдональдизация» российского подростка: эффект социальных медиа // Цифровой ученый: лаборатория философа. 2019. Т. 2. № 1 / Shchekoturov A.V. “Makdonaldizatsiya” rossiiskogo podrostka: effekt sotsialnykh media [‘McDonaldization’ of the Russian teenager: The effect of social media]. Digital Scholar: Philosopher’s Lab. 2019; 2 (1) (In Russ.).
  13. Щекотуров А.В. Интерфейс социальных сетей как репрезентация культурных смыслов // Слово.ру: балтийский акцент. 2018. Т. 9. № 4 / Shchekoturov A.V. Interfeys sotsialnykh setey kak reprezentatsiya kulturnykh smyslov [Social media interface as a representation of cultural meanings]. Slovo.ru: Baltic accent. 2018; 9 (4) (In Russ.).
  14. Bakardjieva M., Gaden G. Web 2.0 technologies of the self. Philosophy & Technology. 2011; 25 (3).
  15. Bakardjieva M. Social media and the McDonaldization of friendship. Communications. 2014; 39 (4).
  16. Baumer E.P.S, Guha S., Quan E., Mimno D., Gay G.K. Missing photos, suffering withdrawal, or finding freedom? How experiences of social media non-use influence the likelihood of reversion. Social Media + Society. 2015; 1 (2).
  17. Boyd D. Social network sites as network publics: Affordances, dynamics, and implications. Papacharissi Z. (Ed.). A Networked Self: Identity, Community, and Culture on Social Network Ssites. New York: Routledge; 2010.
  18. Bruns A. Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang; 2008.
  19. Davis K. Young people’s digital lives: The Impact of interpersonal relationships and digital media use on adolescence sense of identity. Computers in Human Behavior. 2013; 29.
  20. Dijck J. The Culture of Connectivity: A Critical History of Social Media. Oxford University Press; 2013.
  21. Jenkins H. Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York University Press; 2006.
  22. Kemp S. Digital 2019: Global Internet use accelerates. https://wearesocial.com/blog/2019/ 01/digital-2019-global-internet-use-accelerates.
  23. Lupton D. Digital Sociology. Routledge; 2014.
  24. Moreau A., Laconi S., Delfour M., Chabrol H. Psychopathological profiles of adolescent and young adult problematic Facebook users. Computers in Human Behavior. 2015; 44.
  25. Popel A. Facebook against VKontakte. https://popel-studio.com/blog/article/facebook-protiv-vkontakte.html (In Russ.).
  26. Rogozhnikov R. Against the Trend: Why Russians Prefer a Local Social Networking Site over the Global Leader of the Industry: Master’s Thesis. Uppsala University; 2014.
  27. Shirky C. Here Comes Everybody: The Power of Organizing without Organization. London: Penguin; 2008.
  28. Whittaker E., Kowalski R.M. Cyberbullying via social media. Journal of School Violence. 2014; 14 (1).
  29. Yang Ch., Holden S., Carter M. Emerging adults’ social media self-presentation and identity development at college transition: Mindfulness as a moderator. Journal of Applied Developmental Psychology. 2017; 52.
  30. Zhao S., Shchekoturov A.V., Shchekoturova S.D. Personal profile settings as cultural frames: Facebook versus Vkontakte. Journal of Creative Communications; 2017; 12 (3).
  31. Zhu Y-Q., Chen H-G. Social media and human needs satisfaction: Implications for social media marketing. Business Horizons. 2015; 58 (3).

Statistics

Views

Abstract - 759

PDF (Russian) - 247

Cited-By


PlumX

Dimensions


Copyright (c) 2020 Shchekoturov A.V.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies