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Liquid identities: Mecca Cola versus Coca-Cola
[journal article]
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 ... view more
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.... view less
Keywords
symbol; Islamic society; Islam; brand name item; consumption; globalization; cultural identity; name; americanization
Classification
Marketing
Sociology of Economics
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
DOI
https://doi.org/10.1177/1367549407081952
Status
Postprint; peer reviewed
Licence
PEER Licence Agreement (applicable only to documents from PEER project)