Mac-Donaldization and Changing Philosophy of food Culture in Post Modern Kerala Society

Abstract

Human society is in the process of continuous transformation in its socio- cultural framework and lifestyle. Commoditization and food industries and the involvement of multidimensional capitalism in food and restaurants are common and more visible today. The process of irrationality and instrumental thinking has been reconstructing the food habits and life style of modem Kerala people. Capitalism boundlessly xpanding the ideology of maximum utilization of edible resources in food industry designing and channelizing new profit making mechanisms in the forms of multicuisine restaurants and the center of variety foods. These food dynamics are basically changes the attitudes of people by replacing their thoughts and living styles and habits. In this cybernetic postmodern world all new philosophies of food are related to technological, economic and political dimensions of social life. Mac-donaldization is the process of introduction of new rationality and food culture in the modern society.