- Corporate communication or McCommunication? Considering a McDonaldization of corporate communication hypothesis
- Journal of Promotion Management
- Volume | Issue number
- 21 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
In this essay the perspective of Ritzer's McDonaldization of Society Thesis is the starting point for developing hypotheses about corporate communication (CorpCom). The central idea of McDonaldization is that increasing numbers of organizations are run as fast food restaurants, focusing on: efficiency, calculability, predictability, and control of people. That produces a form of rationality that becomes irrational. It is hypothesized that CorpCom is an ally of McDonaldization and the more the principles of McDonaldization are applied the more McDonaldized CorpCom becomes. This "McCommunication" could be less effective in gaining identification, support and trust from stakeholders than non-McDonaldized CorpCom.
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