The book "Globalization of Nothing"; A sociological look at the automated process of de-meaning of the world
A 40-year-old man standing on the roof of his house jumps on a trampoline in his backyard to make a little fuss, but to As soon as it lands on the trampoline, its elastic surface is punctured. (620 million views and 385 million likes)
Noam Chomsky, "Father of Modern Linguistics", Nobel laureate, father of constructivist linguistics, American policy critic and professor at MIT, USA The format of a tweet states that what the pirates did in the 16th century was no different from what the British navy did, so why were some called pirates and some soldiers at home? (1100 views, 786 likes)
If we compare the above two articles that are posted on social networks in terms of number of views and likes, the final winner is the first post. But really, why are people so different about different types of content?
George Ritzer, author of The Globalization of Nothing, argues that the reason the first post won and went viral was that it lacked any " Is the semantic core "; In fact, a state that calls it "nothing." They welcome it openly, but when a story contains a "semantic core" and conveys a message, that semantic message may not conform to the semantic framework and ideas of many audiences and is therefore ignored by them.
Ritzer, on the other hand, believes that many social media audiences do not enter social media with the intention of gaining meaning, and that their goal is simply to entertain and suspend reality, hence content that reminds them of the truth and the process. Suspension disrupts their beliefs, is ignored by them, and ignored.
Based on this and many other examples given in the book, Ritzer argues in the book Globalization of Nothing. That the driving force of the world today is the movement from "meaning" to "emptiness" and meaninglessness.
A new world that automatically ignores all cultural meanings and structures Instead, it encourages nonsense and nonsense and promotes it wholeheartedly.
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Introducing the book "Globalization of Nothing"
The book "Globalization of Nothing" presents to its readers one of the most innovative analyzes of the active forces in the world today. . In fact, Ritzer's new theory provides the audience with a "macro-narrative" of the dynamics of the globalization process. The content is distinct, representing a new point of view for addressing many of the issues raised by the theory of postmodernism and the theory of global systems (without wishing for the collapse of the capitalist system). This book forces the reader to look at the works of the contemporary world from a new perspective.
A brilliant book that develops many revolutionary ideas based on its careful and penetrating observations. This work is truly the product of a sociological perspective.
In a world increasingly riddled with familiar logos, from the embossed sign on a bazaar tennis shoe to the golden color of a fast food chain on top of city buildings It is clear that these symbols are not merely decorative, but represent a change in our social environment. They show something remarkable in the context of our pattern of social consumption: a path to a world with more inhuman services and meaningless places and objects. He argues that the "grand narrative" or social story of our time is the movement from "meaning" to "absurdity." This relationship adds that the general movement of society in the present age is locally controlled by a core of "meaning" as a social structure that is generally thought to be indigenous, and is rich in distinctive content. The set begins and goes to "emptiness"; Or what is centrally controlled and thought to be relatively devoid of semantic essence continues. River. Most likely, that "meaning" is an indigenous tradition, a local store, an old gathering place for acquaintances, or merely personal and face-to-face interaction. Globalization opens up and introduces terms such as "globalization" into the literature. The key contradiction in the social arena of the world today is considered to be a kind of contradiction between the pervasiveness of "emptiness" and the survival of local "meanings". This The book is organized around four concepts: "empty places," "empty objects," "human emptiness," and "empty service." George Ritzer cites prominent examples from everyday life. Invites to explore the nuances of these concepts in relation to the contradictions in the process of "Globalization of nothingness."
For example, why do people who produce a kind of "nothingness" for large multinational corporations often Can't afford to buy something they made themselves? Why do some people seem to be fascinated by the brand of their clothes? What are the social implications of the increasing "Globalization of nothingness" for the medical, educational, and tourism industries? Be critical of your questions as well as your answers.
Review of "Globalization of Nothing" by George Ritzer To
put all the elements of the globalization process in the
framework of a single and comprehensive theory. According to
Ritzer, the great difficulty in understanding and interpreting the
process of globalization stems from the fact that many of
us, instead of trying to understand changes on a global scale, try
to examine the local effects of transnational processes.
Study of globalization This does not mean that we should abandon the sociological traditions of modernity that have served us so well: in fact, globalization was born in the context of modernity, and our sociological approaches to the process of globalization should reflect this.
Ritzer puts his theoretical ideals into practice by examining the process of "absurd globalization." According to Ritzer, in the new world, "emptiness" or the concept of "nothing" dominates the lives of all of us. From Ritz's point of view, absurdity refers to certain social forms that have relatively little substantive content. He mentions four different types of "emptiness" in his work, including: empty spaces, empty objects, human emptiness, and service emptiness.
For example, in the case of fast food restaurants, Mac Donald and Starbucks have replaced local cafes around the world. Large shopping malls and hypermarkets have replaced local markets.
These hypermarkets and fast-food chains are, in fact, the only classic examples of vacant lounges where anonymous services are common. According to Ritzer, the point is not that the world is increasingly full of "emptiness", but that the important thing is that as a result of the process of "Globalization of nothingness" this kind of emptiness is multiplying around the world.book he seeks to create a very orderly social theory, without any flaws. Ritzer, in his search for unified theories of globalization, Americanization, and McDonaldization, has overstated his "nothingness globalization" hypothesis. Creates the problem in him: the problem that the inanimate objects, the inanimate objects, the inhumanities, the services presented in this book can not be observed, experienced or interpreted in any other way. In other words, he gave us no chance to experience a hamburger, airport, chat room, online shopping, or a cup of coffee at Starbucks in a meaningful and humane way.
But contrary to Ritzer's theory, For many people, there is McDonald or Starbucks as a place, not a meaningless place. Starbucks thinker Howard Schultz, for example, modeled his caf-friendly style and open-chair arrangement based on Oldenberg's sociological idea of a "great place".It will be held from May to June 26, in which more than 100,000 book titles will be offered to book lovers at up to 80% discount.