International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The McDonaldization of the Soil: Corporate Integration and the Reconfiguration of Rural Power in North India

Author(s) Dr. Pankaj Kumar Singh
Country India
Abstract Globalization is generally viewed as a single force of economic integration and cultural homogenization. But the sociological reality in rural India is a far more complicated, contradictory and different process. Global market forces have a wide variety of impacts on the agrarian life-world and this paper focuses on the sugarcane belt of Hardoi in Uttar Pradesh. By examining how local farmers are integrated into the corporate supply chain, the change from cooperative agriculture to bureaucratic, mechanized production, also known as the "Parchi" system, is seen as the process of “McDonaldization of the soil”. Based on qualitative data and ethnographic observation of sugar factories, the study finds three major shifts: the transition from communal agency to contractual dependence, the erosion of traditional middle-caste hegemony, and the systemic erosion of indigenous agricultural memory in favor of corporate-mandated productivity. This paper argues that globalization is not just an economic change but also a “cultural fabrication” that reimagines rural power, introduces new forms of structural vulnerability and relegates the domestic world to the dictates of global commodity markets. By drawing a contrast between the macro-sociological framework of rationalization and the micro-level reality of agrarian life, this study provides a critical analysis of how the “Globalizing Village” is being rebuilt in the service of transnational capital at the expense of traditional social capital and autonomy.
Keywords Globalization, Economic activity, Cultural fabrication, Global Consumerism.
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-09
DOI https://doi.org/10.36948/ijfmr.2020.v02i04.74159
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E-ISSN 2582-2160
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