During the course of this article, Ritzer presented an interesting dichotomy and concept that one gets to see in modern society these days. It talks about how certain things that are conceived at the local level and are born out of the social context are becoming irrelevant these days. Its place instead is being taken over by no component of society that is taking over all social norms these days. There are both advantages and disadvantages to both something and nothing these days, and in some ways, what we are witnessing these days is a McDonaldization of society to an extent.
There are many examples, even if one talks about local brands and mainstream brands. For instance, the movies and the way they are being made these days. The whole blockbuster syndrome that has taken over Hollywood these days means that the movies that are going to be catering to something or the local sensitivity of society are dying these days. What we are getting these days is how, in the long run, it is taking the individualistic approach out of things, and all we are left with is franchises that attempt to capture the formula of movie making. The same trend is being followed in gaming, where brands and franchising models try to make sure that the template is provided at the global level rather than making sure that global sensibilities are being followed at each and every level. These are some of the examples that one gets to see regarding the way no dichotomy of society is going to be taken care of in the long run. Due to the way the economy of the scales works, there is a likelihood that the same trend is going to be witnessed in the future as well.
Reference
Ritzer, G. (2007). Nothing ( and Something ). Sage.
