مک‏دونالیزه شدن

The bridge between the understanding of desirable jobs and activists are abstract concepts that people reach at different ages and according to social and economic conditions. The purpose of this essay is to reflect on the duality of understanding the meaning of a desirable job in the minds of teenagers and young people in Mashhad.The method used in qualitative and conventional content analysis was chosen and a sample size of about 30 people was selected from among the youth of Mashhad city and studied. Findings The obtained results showed that in their understanding of a desirable job, teenagers have pointed to categories such as service, appropriate position and job justice, halal income, job expectation based on maintaining values, work pleasure, creativity and job success, and the youth (women) ) to categories such as female job environment, non-gender discrimination of job, job identity, gender adaptation of job, distance from work to home (location distance of job and time distance of job) and job skills and youth (men) to categories like high income, job insurance and Appropriate salaries and benefits, job demands, self-determination and workplace health were mentioned. By comparing the main categories among teenagers and young people, we can witness a kind of duality and difference in meaning in the understanding of desirable job, which leads to the contrast of "moral and abstract mission" from desirable job among teenagers to "McDonalization of job" among young people. It seems that according to the background factors and the structural limitations of job search,

New media such as Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. However, not everyone has equal conditions to become famous, it is thus important to identify the mechanisms of microcelebrities -which is the subject of this article- in order to understand how they gain fame.Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.Considering these explanations, the aim of this paper is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices. In the conceptual framework, some of the most important theories of celebrity studies were reviewed and discussed. These theories consider technological platforms and the democratic space of social media as a necessary but insufficient situation for becoming a microcelebrity. They also consider a set of micro and macro contexts to be involved in the creation of microcelebrities and their durability.This study focused on 236 Instagram posts and stories from 50 microcelebrities in various genres. The research method was netnography. In addition, the observational approach was adopted as part of this research. Samples were chosen by purposeful sampling. Moreover, the thematic analysis was used to analyses the data. Regarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, interweaving of emotional bonds and profit, and unplanned activism, were the main represented themes among lifestyle bloggers. They relate the fame-driven, social, and economic capital with exhibitive intimacy.Food as a display was the central theme among food bloggers. By treating the follower as a customer and creating a media persona, they seek fame and income, and for realizing this goal, they attract followers with various tricks and strategies.Themes including the shortcut to success and individualism were represented by motivational bloggers. They promote neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude.Fast-foodization of education was extracted from educational bloggers. They provide simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivate the commoditization of education.And, Instagrammable beauty was a significant theme among beauty bloggers. They display the ideal body and reproduce standard body features.Last but not least, the core theme was McDonaldization of fame. According to observations microcelebrities mostly want to attract attention and gain symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming. These mechanisms are common and popular among microcelebrities whom they utilize to absorb followers and achieve fame.According to Gorge Ritzer’s McDonaldization theory (efficiency, calculability, predictability, and control), microcelebrities are prosumers, they consume content on social media and simultaneously they generate content independently by removing media intermediaries which signifies their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers. In general, despite the different activities of microcelebrities, they mostly act the same, and the dominance of quantity over quality of fame is seen in their performance.Finally, the results of this research show that on Instagram, fame is available to users like fast food. In other words, Mcdonalized fame allows early access to fame regardless of gender, class, and other factors. As a result, people try to become famous and turn themselves into micro-celebrities by adopting similar and fast-yielding mechanisms.

McDonaldization is a way in which social actions and ways of organizing are increasingly driven by hyperrationality. And the persistence of hyperrationality provides producers, consumers, and managers with more efficient, computable, predictable, and controlled means to achieve their goals. In this study, the four principles of McDonaldization in relation to changes in the health system are examined. Findings indicate that conscious or unconscious macdonalization of the health care system has affected the health system in different ways and has caused the health care system to revolve around four principles of efficiency, calcutability, predictability and inhumane technologies. To take. Efficiency has led to the formation of minute clinics, completion of questionnaires by patients, extended use of medical assistants, robotic surgery and short visit with physicians. Based on the principle of calculability of receiving health care by patients is a function of cost and financial return to the system and issues such as length of stay and patient admission are considered. The principle of predictability has also caused the whole treatment process from the patient to enter the medical centers to leave it, according to a precise and pre-predicted instruction, which has led to more pressure on physicians to treat all patients equally. Based on the principle of control, nonhumane technologies have begun to become more involved in health care. Electronic medical records have controlled interactions between physicians and patients, and the replacement of technology has eliminated customer satisfaction and increased inefficiency.