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In sociology, rationalization is the process whereby an increasing number of social actions and interactions become based on considerations of efficiency or calculation rather than on motivations derived from custom, tradition, or emotion. It is conceived of as a core part of modernization and as manifested especially in behavior in the capitalist market; rational administration of the state and bureaucracy; the extension of modern science; and the expansion of modern technology. Some (such as the Frankfurt School) have argued that the spread of rationalization based on calculation and efficiency dehumanizes society. Examples of rationalization in the modern world abound, and a comprehensive list would be infeasible. Following is a list of some of general rational trends. One rational tendency is towards increasing the efficiency and output of the human body. Several means can be employed in reaching this end, including trends towards regular exercise, dieting, increased hygiene, drugs, and an emphasis on optimal nutrition. These allow for stronger, leaner, more optimized bodies for quickly performing tasks. [1] Another derivative of this is towards maintaining a certain level of physical attraction. Processes such as the combing of hair, use of a fragrance, having an appropriate haircut, and wearing certain clothes receive calculated use, that of giving off a certain impression to other individuals. Another trend is in the bureaucratization of processes that formerly might have been done through the home. This includes the use of hospitals for childbirth and the use of doctors to identify symptoms of an illness and to prescribe treatment.
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