4. Control through the replacement of human technology with non-human technology. In such a system, your behavior is controlled, whether you are a customer or an employee. Consumers are expected to behave in a certain way, which they do even without training, and workers do it even more, perhaps because they have been taught appropriate, McDonald's behavior.

The business has the last word, and instead of an instance exercising individual control over the quantity and quality of a McDonaldized system, the individual becomes an object of control managed by the business.

Evangelical campaigns targeting Eastern Europe today are, in my opinion, similar to the campaigns for the establishment of fast food restaurants that are now opening in this same part of the world. Both are signs of the ideological collapse of socialism and as such are enthusiastically welcomed by those who have been the most deprived in this ideological system. It is easy to hail the restaurant of the McDonald's empire in Moscow as a condemnation of the old mode of production...

The evangelical "product" entering the Eastern European market reveals similarities between hamburger sales and religion.

1. The content of an evangelical campaign is a product of individual one-time consumption, in contrast to the evangelism of traditional state or national churches, which is inextricably linked to culture and tradition and cannot be reduced to individual and one-time use.

2. The evangelical campaign considers a spiritual need as any other human need, that is, as a purely individual phenomenon. Since these needs are present in a large number of people, their emergence can be calculated and satisfied using the rational means of secular economic business.

3. A meeting organized within the framework of a campaign offers a product that can be perceived by an individual as the satisfaction of his individual need.

4. Attending a campaign meeting is an effective way to meet an individual's spiritual need. If you go for it, you are quite sure that you will experience a feeling that can be interpreted as satisfaction.

5. An individual can calculate whether to go to a long-term or short meeting organized by the campaign, depending on how strong the need is and how much time he has. A person can take part more or less actively, thereby manipulating the power of his experience.

6. The impression of an individual person can be predicted and controlled. You know what you are experiencing, and you can control some aspects of your impression.

7. The organization of evangelical campaigns is similar to the establishment of a network of enterprises like McDonald's. More often than not, there is a center and there are companion clients who have chosen to join the center in the relative freedom of their own communities.

Instead of continuing this list, I will cite a number of considerations that point to the "irrationality" of rationalized spiritual products, such as evangelical campaigns in Eastern Europe.

1. The attractiveness of mass gatherings within the framework of evangelistic campaigns depends on the scale of the event. But this same scale prevents them from meeting people face to face. One symptom is the need to install huge audio and video systems at the meeting site so that everyone can see the preacher. Scale leads to the opposite result.

2. The spiritual impression "made" by the congregation can be described as strong, clearly unlike any other. Ricer describes the taste of fast food in the same way. But nothing is said about whether this experience is really deep, auspicious, or true.