Bibtex export
@article{ Ram2007,
title = {Liquid identities: Mecca Cola versus Coca-Cola},
author = {Ram, Uri},
journal = {European Journal of Cultural Studies},
number = {4},
pages = {465-484},
volume = {10},
year = {2007},
doi = {https://doi.org/10.1177/1367549407081952},
urn = {https://nbn-resolving.org/urn:nbn:de:0168-ssoar-227339},
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 = {Markenartikel; symbol; Islamic society; Name; Islam; brand name item; Globalisierung; consumption; Konsum; kulturelle Identität; globalization; Islam; Amerikanisierung; cultural identity; name; Symbol; islamische Gesellschaft; americanization}}