In sociology, the term rationalization was coined by Max Weber, a German sociologist, jurist, and economist. Rationalization (or rationalisation) is the replacement of traditions, values, and emotions as motivators for behavior in society with concepts based on rationality and reason. The term rational is seen in the context of people, their expressions, and or their actions. This term can be applied to people who can perform speech or in general any action, in addition to the views of rationality within people it can be seen in the perspective of something such as a worldview or perspective (idea). An example of rationalization can be seen in the implementation of bureaucracies in government is a kind of rationalization, as is the construction of high-efficiency living spaces in architecture and urban planning. A potential reason as to why rationalization of a culture may take place in the modern era is the process of globalization. Countries are becoming increasingly interlinked, and with the rise of technology, it is easier for countries to influence each other through social networking, the media and politics. An example of rationalization in place would be the case of witch doctors in certain parts of Africa. Whilst many locals view them as an important part of their culture and traditions, development initiatives and aid workers have tried to rationalize the practice in order to educate the local people in modern medicine and practice.Many sociologists, critical theorists and contemporary philosophers have argued that rationalization, falsely assumed as progress, has had a negative and dehumanizing effect on society, moving modernity away from the central tenets of Enlightenment. The founders of sociology had critical reaction to rationalization: Marx and Engels associated the emergence of modern society above all with the development of capitalism; for Durkheim it was connected in particular with industrialization and the new social division of labour which this brought about; for Weber it had to do with the emergence of a distinctive way of thinking, the rational calculation which he associated with the Protestant Ethic (more or less what Marx and Engels speak of in terms of those 'icy waves of egotistical calculation'). Source: Wikipedia (en)