Research On Mcdonaldization Of Society And Fast-fashion Culture

This article started with the concept “McDonaldization”, aiming at its statusand deep meaning in modern society, using the relationship between brandand human beings as an entry point. Combined with the connotation andextension of fast-fashion brand, this article attempt to find out the new powerrelation between brand and human beings and also criticize and review theMcDonaldization of modern society.This article firstly emphasize the basic fact that the “McDonaldization” iscertainly existed in society, in chapter one, after the analysis of its formation,the writer take McDonald as an fast-fashion brand case to rise the analysis offast-fashion brands in other industries. Brand developed with the logic of therunning of modern society and fast-fashion brand take the lead. Because oftheir unique style, variety of models, mass-produced and lower price,fast-fashion brands become more popular among consumers. This article alsowant to analysis typical fast-fashion brands in different industries to show theconnection and diversity for latter chapter. In fact, the fast-fashion brandsoccupied almost all the area of people’s daily life and influenced theirconsumption ideology and daily experience which is very important to payattention. In the last chapter, the writer discussed the relation of“McDonaldization” and “modern person”, also, emphasized the flexible ofmodern society and subjectivity of modern person and consumer culture do alot of help for that.