Unwrapping the McDonald's model: An introduction to dynamic social theory.

The article addresses the challenge posed by George Ritzer's conclusion in his McDonaldization thesis by showing how social research can empower people to improve society by empowering on its institutions as social models, equivalence to theories in the physical sciences. Topics discussed include the McDonald's model as social knowledge, theories in natural and social science, and layers of social analysis as exemplified by fast-food chain McDonald's.