逆麦当劳化视域下重塑社会健康发展
Remolding the Healthy Development of Society from the Perspective of Anti McDonaldization

作为社会麦当劳化的最本质属性就是韦伯理性化形成过程的应用，当用理性中涵盖高效性、可计算、可预测、可控制的麦当劳化来解释事物时，一切将变得如此简单，因为这个快餐品牌就是全球化的文化标志。可有时也变得如此非理性化、非人性化，因此，在肯定麦当劳化的同时，对其不足的地方进行否定，随麦当劳化的发展而消亡，期盼着逆麦当劳化的到来，即个性化和创新性，之后再次否定，称谓否定之否定，从而不断推动社会进步，符合社会健康发展不断建构新生事物的规律。
As the most essential attribute of McDonaldization in society, it is the application of Weber’s ra-tionalization formation process. When we explain things with McDonaldization that is efficient, computable, predictable and controllable in rationality, everything will become so simple, because this fast food brand is the cultural symbol of globalization. But sometimes it has become so irrational and dehumanized. Therefore, while affirming McDonaldization, it negates its shortcomings, and dies with the development of McDonaldization. It looks forward to the arrival of anti McDonaldization, namely personalization and innovation, and then negates again, which is called the negation of negation, so as to constantly promote social progress and conform to the law of healthy social development and constantly building new things.