Key proponents of sociology include Auguste Comte, who is often considered the father of sociology for establishing the field as a distinct discipline; Emile Durkheim, known for his work on social solidarity and the division of labor in society; and Max Weber, who focused on the rationalization of society and the role of bureaucracy.

Coined by the sociologist George Ritzer, the term refers to the increasing standardization and rationalization of industry, of labour, of the way that goods are produced and consumed and even of the way that life is experienced.

Rationalization is likely to be associated with the prefrontal cortex.

rationalization

Communication

Six.