McDonaldisation

A lot of my current streams of thinking and researching talk about this notion of “globalization” and it is not a concept I have completely grasped. What factors have contributed to its development and what factors have been born as a product of it? Does it operate on a push or pull basis? Can the spread of ideas and the demand for them be organized into a linear cause and effect graph? Does globalization distribute its benefits and adversities equally across the globe? Is there really a homogenising of cultures occurring? The internet allows for easy dissemination of knowledge and forming of global social groups and networks and Wikipedia tells me that the Internet is “both a product of globalization and a catalyst of it”

I suppose what I’ve been thinking about is: is globalization good or bad and who for? I asked my housemates about it and one of them started talking about the global mélange. I looked it up on the Internet and it seems to be a book rather than a theory, but regardless the book discusses whether cultural life is possible after the “clash of civilizations” and “global McDonaldisation”. I’d never heard of McDonaldization before but turns out it’s a term coined by sociologist, George Ritzer, that describes a society mimicking the structure and ideals of a fast food restaurant, like systems based on efficiency and turning everything into small easily digestible portions repackaged in different way over and over again to make them appear new. The system is based on efficiency, calculability, predictability and control. This has leaked into sectors of society such as news and education.

Literary Machines: Newspeak

“Imagine a rebirth of literacy.”

Theodor Holm Nelson’s report Literary Machine’s discusses hypertext, “non sequential pieces of writing … that branches and allows choices to the reader, best read on an interactive screen.” He discusses how this degree of choice, lack of restriction and control of thought pathways by the reader allows greater degrees interaction between audience and text. The audience is no longer passive but plays an active role in the reading of a text. Readers are encouraged to follow their own line of thought, rather than one created for them. He states “imagine a new liberation literature with alternative explanations so anyone can choose the pathway or approach that best suits him or her; with ideas accessible and interesting to everyone, so that a new richness and freedom can come to the human experience; imagine a rebirth of literacy.”

Nelson dedicates the book and his vision of a world of hypertext to George Orwell, referencing Newspeak, a language spoken in his book 1984. Newspeak is an example of a language created to control thought. While the language we speak was not created with thought control in mind, it is interesting the limitations that words can have on thought. The Saphir-Whorf hypothesis for example suggests that the grammatical framework of your first language shapes the framework of your thinking, while Foucault’s discourse analysis, suggests power hierarchies in society are expressed and maintained through language. Though I think Derrida says it best when he states, “there is nothing outside the text” suggesting that the meaning is derived from the relationship of words to other words.

There is much debate on the effects of hypertext of both the reader and the writer and the relationship between the two. Literary critic Sven Birkerts believes that hypertext is destroying the role of literature in our culture, weakening our standard of writing and replacing order with chaos. Professor of English and Art History, George Landow suggests that audiences have not become active due to hypertext, reading has always been active, but rather they have become deliberate; reading a text in accordance with your own interests.

I’ve often thought about the effects that not only hypertext but also “literary machines” have on my writing and thereby the manner in which I think. I’ve kept a journal since I was six years old. When I was nineteen this stopped being in the form of a physical book, in pen to paper style, and transferred onto the screen, into a Word Document. Instead of thinking about what I wanted to say before letting my pen hit the paper I was now able to write freely and have the option to go back and alter my words or expression without consequence. I now prefer to write creatively on my computer rather than on paper. My fifteen year old self would be disgusted with this and I wonder if this has changed the way I think. Seeing words now in font, in neat lines, instead of scrawled chaotically in my own hand. Having freedom to erase words completely, leaving behind no trace of editing.

I do believe that the structure of language that I’m exposed to plays a role in not only shaping my own writing, but also my own thinking. Hypertext definitely plays an important role in my communication and research, allowing me to chose my own pathways and follow threads that interest me.

“Everything in contemporary society discourages interiority. More and more of our exchanges take place via circuits, and in their very nature those interactions are such as to keep us hovering in the virtual now, a place away from ourselves.”
― Sven Birkerts, The Gutenberg Elegies: The Fate of Reading in an Electronic Age

Hello world!

I realise that this introductory blog post is about 5 weeks overdue. I’d like to say it’s because I’ve been working like a machine, or that I’m inherently lazy. But while these things are true about me, to be honest I think my lack of participation is more closely linked to some sort of intrinsic fear of failure. But I watched this video last night and I’m feeling proactive. So before I lose this rare mental state I’m going to do my best to catch up.

I had a sense of victory when I completed the html test in the tute the other day. I’m pretty frightened of computers and technology in general because I lack a sense of basic understanding and therefore control. I’m network illiterate I suppose is the appropriate terminology. All my prior html knowledge was gained from changing my layout on MySpace, but I lost all that the day I learnt a new meaning of the word ‘wall’.

I have mixed feelings towards the notion of blogging. Any sort of outlet for creating an online persona or voice makes me feel uncomfortable. I make a lot of generalised statements about what constitutes “real life” or “true identity” in regards to online expression and interaction, but I understand that these ideals are not only dated but also completely subjective. ** The world I exist in is partially online and I wouldn’t be doing myself any favours in my chosen industry if I disregarded this. As much as I find doing so comforting.

I’m going to start by just trying to pick a theme.

** I’ve been thinking a lot about that first automated post titled “Hello World” and on second thought maybe what makes me uncomfortable is having to present a singular self, for everyone to view simultaneously. Rather than change according to people I’m physically surrounded by. That’s given me a bit to think about anyway.