Summary: "The Scarecrow" is Chipotle's most recent commercial exploring the American dependency on highly rationalized farming techniques, which offend human conscience and wreak havoc on the environment (Note that Chipotle created a commercial with similar themes back in 2011). This animated short takes place in a dystopian universe where scarecrows punch in each day at a factory run by their crow overlords, and crow surveillance drones caw whenever production slows. The video is a useful illustration of what George Ritzer has called the McDonaldization of society, which refers to "the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society." Ritzer explains that McDonaldization is characterized by efficiency, calculability, predictability, and control. In and around the barren landscape owned by Crow Foods, one finds examples of efficiency everywhere. Conveyer belts efficiently move workers to their various stations in the factory, and livestock are stacked in crates, one on top of the other—an efficient use of factory space. Scanning the inner workings of the factory, it appears that ground beef, chicken, and pork are being squeezed through narrow chutes, and large blades worthy of a guillotine slice the meats into slabs with such precision that one could easily calculate and predict the amount of meat produced in any given hour. Controlling the pace of production is as easy as pulling a lever. While the video is quite literally Chipotle's straw man fantasy and is created with the aim of developing the Chipotle brand as a healthy, environmentally-friendly meal choice, the McDonaldization of food production is a very real phenomena and one sociologists take very seriously (The Sociological Cinema has also explored the issue here and here). What could be more important than understanding how a system, which was ostensibly developed to nourish vast numbers of people, is actually harmful to human health?
Submitted By: Lester Andrist