The McDonaldization of the Professional Golfing World

The McDonaldization of the Professional Golfing World

Teresa Miller

October 10, 2011

The McDonaldization of the Professional Golfer's Association

"The pervasive commodification in contemporary society is increasingly turning sport and leisure activities into commercial pursuits and away from their basic internal logic as sporting practices" (Sage p.1). Evidence of this is illustrated in the golfing world through the development of the PGA Tour through merchandising and advertising endorsements of its celebrity players. Just a few short months ago one could not turn on the television or open a magazine without the exploits of Golf's most famous athlete Tiger Woods plastered on every surface. This was a prime example of how the athlete was exploited as many of his endorsements were hurt showing he did not just profit individually but was an important face for many companies. Alienation of this star was evident as Tiger was unable to continue to be under contract with such companies as they promptly cut their link to the scandal. It is surprising that just decades ago a professional golfer's name would not even be recognized in the public realm. In order to trace this transformation, a timeline the game of golf's transformation can be examined and linked to the "McDonaldization" of it as a powerful business industry.

George Ritzer the father of the term "McDonaldization states that "rationalization is a historical process and rationality as the end result of that development" ( Ritzer, p.1). Ritzer based much of his thesis on the work of a German sociologist named Max Weber.

"Max Weber's thesis, pointed out that contemporary society is penetrated with

rationalization"(Dworek, p. 5). Following the history of golf one could see a strong statement for Ritzer and Weber's views. Golf's origins, although controversial, is best traced back to the country of Scotland in the early 1400's. Unique golf clubs such as The Royal and Ancient Club of St Andrews, The Honourable Company of Edinburg Golfers, and The Royal Burgess Golfing Company boast to be the oldest golfing clubs in existence and would be classified as "somethings" or "a social form that is generally indigenously conceived, controlled, and comparatively rich in distinctive substantive content"(Ritzer, p.7). The Leith Rules were the first written codes for golf such as "The tee must be upon the ground and a ball must be exchanged after striking the ball off the tee"( History of Golf, p.1). The number of holes at local courses was dictated by the topography of the land which was yet another indigenous factor. The course of St. Andrews was the first to have a round of 18 holes and due to its importance in the golfing world set the standard for the game which could be the beginning of the "nothings" or a generic trending of the sport. Golf spread through Europe and The United States in the late 19th century and by 1916 The Professional Golfer's Association of America was established. "Rodman Wanamaker, a department store magnet, offered to provide a trophy for the clubs competition, as well as an initial purse of $2,580 for the association's champion" (PGA ,p.1). One could argue that this tycoon did not just donate for the love of the game but through the eyes of greed saw yet another opportunity to profit. So, the "McDonaldization" of the sport of golf took off and today the PGA is the largest sports organization of the world. Even though the PGA Tour places a strong emphasis on charity fundraising, millions are made by the golfing participants. The amount of revenue that is a by product of the television rights alone of this tour is staggering.

"McDonaldization is the process by which the principles of the fast food restaurant is coming to dominate more and more sectors of American society as well as the rest of the world" (Ritzer, p.1). Ritzer states that "rationalization as a historical process and rationality as the end result of that development" ( Ritzer, p.1). Principles such as calculability, predictability, control and efficiency have been adapted and applied to the physical culture and made even the world of golf more of a business venture and less of the unique game of its past. "A society characterized by rationality is one which emphasizes these four characteristics" (Ritzer, p.2). Calculability is "the ability to quantify the product or the amount of money taken in instead of the quality of the product"(McDonaldization, p.1). The more money taken in quickly the more "quality" the industry is offering. "The golf industry can lay claim to being a bigger American business than the motion-picture industry, newspaper publishing and the combined performing arts and other spectator sports" (PGA, p.1) . It is reported by "Golf Digest.com that the golf industry generates $76 billion annually in direct economic impact and can claim approximately two million jobs with a wage impact of $61 billion nationally"( PGA, p.1). This is taking into consideration all the apparel, advertising, and promotion of which the PGA tour is affiliated. The professional golfer receives a purse based on performance in the tournament. The First through sixty-fourth place winners receive set amounts of money as determined prior to the start of that venue's tournament. Also, a company that sponsors the PGA or is connected to one of its premier athletes is banking on the productivity and appeal of the athlete to reach its base of customers. If that athlete fails to do so or is