... embodiment of division of labour theory. Ford set up plants in the USA and Britain at the start of the twentieth century to manufacture the Model 'T' Ford. The poster of his company is 'you can have any colour you like, so long as it is black'. This summarizes quite well what Fordist assembly line technology is all about-a standardized product but manufactured at a low price to make it available to the masses. Fordism refers to the system of mass production and consumption characteristic of highly developed economies during the 1940s-1960s. (Scott, P749) Under Fordism, mass consumption combined with mass production to produce sustained economic growth and widespread material advancement. Fordism is a model for the low cost production of standardized goods for a mass market. Fordism is also an example of the deskilling of work that Braverman considered characteristic of capitalist production. Braverman thinks that assembly-line technology maximized alienation. Under ...

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