More documents from Ram, Uri
More documents from European Journal of Cultural Studies

Export to your Reference Manger

Please Copy & Paste



Bookmark and Share

Liquid identities : Mecca Cola versus Coca-Cola

[journal article]

Ram, Uri

fulltextDownloadDownload full text

(13420 KByte)

Citation Suggestion

Please use the following Persistent Identifier (PID) to cite this document:

Further Details
Abstract The Mecca Cola drink combines in its brand name two contrasting iconic images: one signifies 'authenticity', whereas the other signifies a 'commodity'. The conspicuous juxtaposition of 'Mecca' and 'Cola' and their hyphenization evokes the question: what is becoming of 'authenticity' in a thoroughly commodified world society? This article proposes that a distinction ought to be drawn between the effects of commodification on two distinct levels: the structural and symbolic. Whereas commodification homogenizes structurally, it heterogenizes symbolically. This article maintains that while symbolically Mecca Cola is antagonistic to Coca-Cola, structurally it is a case of an appropriation of the former by the latter. Mecca Cola thus attests to a structural 'Cola-ization' accompanied by a symbolic 'Mecca-ization' of current world cultures.
Keywords americanization; globalization; cultural identity; Islam; brand name item; name; Islamic society; symbol; consumption
Classification Sociology of Economics; Marketing
Free Keywords Mecca Cola; Coca-Cola
Document language English
Publication Year 2007
Page/Pages p. 465-484
Journal European Journal of Cultural Studies, 10 (2007) 4
Status Postprint; peer reviewed
Licence PEER Licence Agreement (applicable only to documents from PEER project)