During his plenary address a Theorizing the Web 2011, entitled “Why the Web Needs Post-Modern Theory,” George Ritzer was deeply critical of Siva Vaidhyanathan’s (2011), The Googlization of Everything (And Why We Should Worry), a book which has received a great deal of media attention in recent months, for it’s lack of theoretical foundations. The editors of the Cyborgology obtained the following excerpt from Ritzer’s paper:
The nature of, and problems with, a modernist approach are clear in Siva Vaidhyanathan’s (2011), The Googlization of Everything (And Why We Should Worry). We were drawn to this book because the title is similar to, if not an outright rip off of, two similarly modernist books written by one of the authors of this paper- The McDonaldization of Society (Ritzer, 1993/2011) and the Globalization of Nothing (Ritzer, 2003/2007). Thus we know from whence we speak in seeing Googlization as a modernist work and as such in understanding its liabilities (and strengths). In addition, while Ritzer’s works (mentioned above) use modern theories and ideas (e.g. rationalization) to deal with such clearly modern phenomena as the fast food restaurant and, more generally, the world of consumption, Vaidhyanathan employs modern ideas (not full-fledged theories) to deal with the arguably postmodern world of the Internet, Web 2.0 and especially Google. more...