SOCIOLOGY 2235 – Make-Up Assignment Answer Sheet
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Article: Koeber, C., Wright, D. and Dingler, E. (2012). Self-Service in the Labor Process: Control and Consent in the Performance of “Consumptive Labor”. Humanity and Society 36 (1): 6 – 29.
- MAIN ARGUMENT(S)
The authors’ main argument revolves around their initiative to ascertain whether consumers’ perception of achieving a McDonaldized consumer experience through self-service influences their preference for as well as the use of self-service. Using Ritzer’s theory and Burawoy’s theory, the authors argue that business entities employ McDonaldization principles in influencing consumers to give consent in performing self-service by presenting to them a favorable and appealing outlook of self-service. Based on the authors’ research findings, they hold that the higher the perception of consumers that a McDonaldized experience is achievable through self-service, the higher their preference for as well as the use of self-service.
- Define consumptive labor. Give 3 examples of activities that constitute consumptive labour.
This term refers to the arrangement in which a firm’s consumers are deployed by a business organization as quasi-workers to undertake a range of essential tasks. First, as a quasi-employee, consumers play the role of selecting, producing, and purchasing of goods and services. Second, as a quasi-advertiser and marketer, a consumer takes part in advertising or the marketing of the firm’s brand names, services, or even products. Finally, as a quasi-supervisor, a consumer plays the role of monitoring, supervising, and evaluating the firm’s employees before and after work.
- Compare Ritzer’s theory and the concept of McDonaldization to Burawoy’s theory. Which theoretical approach do the authors favour and why?
Ritzer’s concept of McDonaldization refers to a rationalization of production, work, and also consumption where the principles of calculability, predictability, efficiency, and control are employed through the use of nonhuman technologies. Whereas Burawoy’s theory outlines the hegemonic relationship which exists between managers and their employees in modern work environments, McDonaldization proves useful in providing a summary of the prevailing hegemony under which consumptive laborers consent to undertake unpaid labor willingly. The authors favor Burawoy’s theory over McDonaldization due to the fact the latter is a product of a set of ideas that are in existence in a hegemonic culture whose aim is the legitimization and reproduction of social relations within the labor process. Therefore, McDonaldization is not a product of social organization but, on the contrary, provides a descriptive appearance of capitalistic culture in its latest stage.
- a) Research method:
The research method employed was a survey. The survey was comprised of 6 sections, out of which only four were utilized. Section A contained demographic questions, while section B contained questions on the frequency of the participants’ utilization of self-service in diverse settings. Section C inquired about the participants’ preference for self-service in various environments where self-service was available. Finally, section D had parameters that measured the extent to which the participants felt that McDonaldized experience was experienced most when self-service was applied compared to services from employees.
- b) Sample size
The sample size was 519
- c) Sample characteristics
The 519 were college students pursuing sociology courses at a medium-sized Midwest university in the United States. The selected sample consisted of 23% freshmen, 25% sophomores, 24% juniors, and 27% seniors. Additionally, 65.7% of the sample size was female, 14.1% had been married before, 14.6% had given birth to children, and 15.8% were a minority. In terms of age, the sample had an average age of 22.5 years.
- Outline the data presented regarding each of the three hypotheses that were proposed by the authors.
With self-service and McDonaldization being used as the index, together with other control variables, manifold regressions were conducted on the data of the first hypothesis. On the McDonaldization scale of 0 to 5, Unstd Beta was 1.170, whereas the Std Beta was 0.415***. The Female, Minority, the ever-married individuals, individuals with child, and junior/senior recorded Unstd Betas of -0.120, -0.206, -0.306, 0.452, and -0.039 respectively. Under Std Beta, the same categories of individuals recorded -0.025, -0.033, -0.047, 0.069, and -0.029, respectively.
Concerning the second hypothesis, 0.178 Unstd Beta and 0.258*** Std Beta were recorded based on a McDonaldization scale of 0 to 5. On the other hand, on the self-service preference scale of 0 to 10, Unstd Beta of 0.080 and Std Beta of 0.329*** was recorded. The Female, Minority, the ever-married individuals, individuals with child, and junior/senior recorded under Unstd Beta were 0.025, -0.014, 0.081, -0.032, and 0.048, respectively. Std Beta on the same categories of individuals recorded. 0.021, -0.009, 0.050, -0.020, and 0.043 respectively. Based on the data presented on the second and first hypotheses, the third hypothesis was therefore affirmed. It was therefore concluded that consumers’ preference for self-service was directly proportional to their use of self-service.