The “McDonaldization” of Society: Implications for Psychoanalysis and Therapy

Loggin, Painting by Thomas Pyne, 19th Century

The term "McDonaldization" was coined by sociologist George Ritzer in his 1993 book The McDonaldization of Society. It refers to the process by which the principles of the fast-food industry, notably those embodied by McDonald's, come to dominate various sectors of society. Ritzer identifies four key elements of McDonaldization: efficiency, calculability, predictability, and control. These elements, once established in the fast-food sector, have infiltrated education, healthcare, and even the field of therapy. McDonaldization reflects a shift toward standardized, streamlined processes that prioritize consistency and cost-efficiency over individualized approaches.

The McDonaldization process has had significant implications for psychoanalysis and therapy. Traditionally, psychoanalysis is a deeply individualized process that takes into account the unique life experiences, emotions, and psyche of each patient. The introduction of McDonaldization into therapy suggests a growing emphasis on efficiency and standardized treatment protocols, often at the expense of tailored care. 

One of the core elements of McDonaldization—predictability—has led to the development of therapy models that emphasize structured sessions and a fixed set of goals. This predictability can help patients understand what to expect from therapy, but it also risks reducing the therapeutic process to a mechanical set of steps. The focus on achieving measurable outcomes, often linked to symptom reduction, may overshadow the importance of the therapeutic relationship and the emotional depth of the patient’s experience. In psychoanalysis, where the relationship between therapist and client is integral to healing, McDonaldization’s tendency to prioritize quantifiable results could diminish the quality of therapy.

Working the Fields, Painting by Amedee Degreef, 1930-1940

Moreover, McDonaldization has introduced the idea of control into the therapeutic space, with therapists being encouraged to standardize their approaches to increase their efficiency and effectiveness. This drive for control can be seen in the increasing use of automated, technology-driven interventions, such as online therapy platforms and AI-based diagnostic tools. While these innovations may increase access to care and streamline the process for both patients and providers, they risk depersonalizing therapy. The personal, human element that is central to psychoanalysis could be lost in a more mechanized and systematized approach.

Therefore, while McDonaldization has brought certain efficiencies to modern society, it has also raised concerns regarding the impact on professions that rely on personalized, human-centered practices. In psychoanalysis and therapy, the emphasis on efficiency, predictability, and control risks undermining the core elements that make these fields deeply meaningful and transformative. As McDonaldization continues and increases, it is crucial to consider how we can maintain the individualized, empathetic approach that underpins effective therapy, ensuring that the soul of psychoanalysis does not become just another fast-food formula.