The McDonaldization of social media platforms: A case study of YouTube

This paper analyzes YouTube as a social media platform in the realm of new media, which has transformed the way digital content is created, shared, and consumed worldwide. This work employs an exploratory research methodology, utilizing the methods of description, analysis, and synthesis. A qualitative analysis of the YouTube platform was conducted using the walkthrough method. The theoretical framework was based on Ritzer’s theory of McDonaldization. Elements of McDonaldization, such as efficiency, calculability, predictability, control, and the “irrationality of rationality,” in the content creation process were found on YouTube.</p>