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Liquid identities: Mecca Cola versus Coca-Cola
[Zeitschriftenartikel]
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 ... mehr
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.... weniger
Thesaurusschlagwörter
Markenartikel; Name; Globalisierung; Konsum; kulturelle Identität; Islam; Amerikanisierung; Symbol; islamische Gesellschaft
Klassifikation
Marketing
Wirtschaftssoziologie
Freie Schlagwörter
Mecca Cola; Coca-Cola
Sprache Dokument
Englisch
Publikationsjahr
2007
Seitenangabe
S. 465-484
Zeitschriftentitel
European Journal of Cultural Studies, 10 (2007) 4
DOI
https://doi.org/10.1177/1367549407081952
Status
Postprint; begutachtet (peer reviewed)
Lizenz
PEER Licence Agreement (applicable only to documents from PEER project)