From burgers to biodiversity? The McDonaldization of on-farm nature conservation in the UK

This paper uses George Ritzer's account of McDonaldization - the socially transformative process of rationalization - to undertake a critical analysis of agri-environment schemes, the dominant form of on-farm nature conservation in England. Drawing on a wide range of evidence, including social surveys of the participants and non-participants of agri-environment schemes, government files, and interviews with government officials, the four key dimensions of McDonaldization - efficiency, calculability, predictability, and control (through non-human technologies) - are applied to the analysis of agri-environment schemes. The irrationalities emerging from a McDonaldized approach to nature conservation are discussed together with their implications for farmers, nature, and society. In conclusion, the paper points to the emergence of alternative models of on-farm nature conservation that may offer ways of resisting and displacing the McDonaldized version. © Springer Science+Business Media, Inc. 2007