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Cultural Imperialism Of Coca-Cola by Haneyah Khan
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COCA-COLA WORLD MAP
What is Cultural Imperialism?
Intro
This is when a political or economic developed country spreads various aspects of it's culture to a non-dominant community. (Britannica)
Coca-cola achieved this by promoting it's product during WWII, marketing it's brand to all people, and making sure it physically spread across the globe.
Did you know?
The Beginning
Coca-cola is the second most known word in the world!
It truly is a universally standardized global product - but how did it get there?
1866
The Creation
The Creation
Atlanta Pharmacist, John S. Pemberton, invented Coca-cola seeking a cure for his addiction:
- Buttonbush (Alaska)
- Kola Nut (Columbus)
Advertised "medicine" to ladies as beneficial
(Wikipedia)
1897 - Spread Across NA
Canada, U.S.A. , Mexico
Expanding across North America
How was Coca-Cola different in these countries?
- Since multiple bottling branches were open by 1897, a variety of other sweeteners were used.
- In the U.S.A. the most cost effective ingridient (HFCS) is used.
1928
1897
U.S.A.
2019
1886
1906
In Mexico...
- Since Mexico is the world's 6th largest sugar cane exporter, it utilizes that as it's sweetener
Mexico
- Today Mexican Coke is imported into the U.S. for the Mexican immigrants (nostalgia)
Extending Reach to Europe
1928 - Introduced Globally
U.S. Olympic team of 1928 - held in Amsterdam
1941 - Pearl Harbor Attack -> 5¢ Coke
- After the attack at Pearl Harbor, every soldier had access to Coca-Cola for merely a few cents
- This advertisement for Coca-Cola uses WWII as marketing
- To summarize, it says that every home is special and that you can look forward to seeing your family (involved in the war), with a coke
1954 - Bringing Cultures Together
Global Exposure
-The world isn't at peace (War in Vietnam, French/Algerian War, Korean War
- Coca-Cola wants to set nationality, race, and all else aside, they want all to enjoy it
1960 - The Coke Float
- Although it orginally was a Root Beer float, when Coca-Cola became popular - many variations followed
Launching World-wide Projects
- Globalization can be seen by the different names this drink is given across the world ... for example: it's called "Spider" in Australia
1966 - The "Nutrition Project"
Launching World-wide Projects
- Launched this project to close the protein gap that impoverished nations of the world were facing
1974 - Ads with African Americams
Continued Growth
- After the Civil Rights Act the African Americans were shown in a Coke Ad
2001 - ILRF Lawsuit
- Claimed defendants engaged in "death squads" to kidnap Latin American Officials
The Lawsuit
- The case ended up getting dismissed
2009 - Live Positively Campaign
"Live Positively"
- Aimed to spread positivity throughout the world ... again showing globalization ... thus cultural imperialism
Bibliography:
Citations
Mcbride, Anne E. “Have Your Coke and Eat It Too: What Cooking with Coca-Cola Says about Cultural Imperialism.” Gastronomica: The Journal of Critical Food Studies, University of California Press Journals, 1 Feb. 2005, gcfs.ucpress.edu/content/5/1/8.
Güldaş, Müge. “Media Imperialism and American Way of Life.” Faculty of Communication at Izmir University of Economics, iletisim.ieu.edu.tr/flows/?p=749.
“Coca Cola: The Ultimate Reflection of Cultural Imperialism.” Theories of the Media...Just More Exciting, 3 Apr. 2011, jrobe100.wordpress.com/2011/03/15/coca-cola-the-ultimate-reflection-of-cultural-imperialism/.
Britannica, The Editors of Encyclopaedia. “The Coca-Cola Company.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., 24 Sept. 2018, www.britannica.com/topic/The-Coca-Cola-Company.
Tobin, Theresa Weynand. “Cultural Imperialism.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., 29 June 2016, www.britannica.com/topic/cultural-imperialism.
“John Stith Pemberton.” Wikipedia, Wikimedia Foundation, 28 Jan. 2019, en.m.wikipedia.org/wiki/John_Stith_Pemberton.
Person. “Coca Cola Timeline.” Prezi.com, 13 June 2017, prezi.com/llw6fclr0qsi/coca-cola-timeline/.
“Timeline: The Coca-Cola Company's Sustainability History.” The Coca-Cola Company, www.coca-colacompany.com/timeline-the-coca-cola-companys-sustainability-history.