Ebooks for the Classroom+Faculty

Coca-Globalization
ISBN: 9780230610170
Platform/Publisher: SpringerLink / Palgrave Macmillan US
Digital rights: Users: unlimited; Printing: unlimited; Download: unlimited
Subjects: Palgrave Social & Cultural Studies Collection;

This book explores globalization through a historical and anthropological study of how familiar soft drinks such as Coke and Pepsi became valued as more than mere commodities. Foster discusses the transnational operations of soft drink companies and, in particular, the marketing of soft drinks in Papua New Guinea, a country only recently opened up to the flow of brand name consumer goods. Based on field observations and interviews, as well as archival and library research, this book is of interest to anyone concerned about the cultural consequences and political prospects of globalization, including new forms of consumer citizenship and corporate social responsibility.