Open access
THE MCDONALDIZATION OF STREAMING SERVICES IN POLAND: A CASE STUDY OF NETFLIX
Wojciech WELSKOP1
Publication language: English
scientific paper
Transformations No. 4(123)2024, Publication date: 30 December 2024
Keywords: McDonaldization, media, streaming service, Netflix, rationality, „irrationality of rationality”
Abstract This article analyses Netflix, the first and one of the most popular streaming services in Poland, from the perspective of George Ritzer’s McDonaldization theory. The text employs exploratory research methodology, as well as descriptive, analytical, and synthetic methods. A qualitative analysis was conducted in the form of a case study of Netflix. The theoretical framework is based on George Ritzer’s McDonaldization theory. The article identifies elements of McDonaldization—such as efficiency, calculability, predictability, and control - in Netflix’s operations as a representative streaming service in Poland. It also highlights the “irrationality of rationality” in Netflix’s model and examines the impact of McDonaldization on the production and consumption of content on this streaming platform.
Associate Professor at University of Silesia in Katowice, Faculty of Social Sciences, Institute of Journalism and Media Communication. Research interests: media globalization, new media and immersive media
ORCID: 0000-0002-9457-0586
E-mail: wojciech.welskop@us.edu.pl