农业的麦当劳化及其超越——基于寿光蔬菜产业的分析

Tendency and Transcendency of McDonaldization in Agriculture——Analysis of Shouguang Vegetable Industry

"麦当劳化"指快餐经营模式在全社会各个领域的普遍化,是"合理化"在现代社会的表现形式。寿光农业的发展亦体现在其对高效率、可计算、可预测与可控制性的追求上。这些特征可能导致农业现代化进程中的许多危机,如高成本、同质化、对农民的控制和地方化知识的丧失等。但农业本质上具有对气候和土壤等外在环境的依赖属性,寿光作为蔬菜产地试验场的优势,以及农民科学知识库的积累和对农村能人的宣传鼓励,均有助于寿光农业超越"麦当劳化",走向理性的农业现代化。

McDonaldization refers to the generalization of fast food business model in all areas of the whole society,which is a manifestation of Rationalization in modern societies.The development of the agriculture in Shouguang county can be seen in its pursuit of high efficiency,computability,predictability and controllability.These pursuits have led to several problems in the process of agriculture modernization,such as high costs,homogenization,constrain of farmers and a loss of localized knowledge. However,the essential dependence of agriculture on external environment such as climate and soil,the advantages from Shouguang’s being a test site of vegetable industry,the aggregation of knowledge on farmer-sciences,and the propaganda on prominent farmers all help the agriculture in Shouguang beyond the McDonaldization,and lead it to a rational modernization.