Liquid identities: Mecca Cola versus Coca-Cola

Ram, Uri

[journal article]

dc.contributor.author	Ram, Uri	de
dc.date.accessioned	2011-03-01T05:36:00Z	de
dc.date.accessioned	2012-08-29T22:19:20Z
dc.date.available	2012-08-29T22:19:20Z
dc.date.issued	2007	de
dc.identifier.uri	http://www.ssoar.info/ssoar/handle/document/22733
dc.description.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.	en
dc.language	en	de
dc.subject.ddc	Wirtschaft	de
dc.subject.ddc	Sociology & anthropology	en
dc.subject.ddc	Economics	en
dc.subject.ddc	Soziologie, Anthropologie	de
dc.subject.other	Mecca Cola; Coca-Cola
dc.title	Liquid identities: Mecca Cola versus Coca-Cola	en
dc.description.review	begutachtet (peer reviewed)	de
dc.description.review	peer reviewed	en
dc.source.journal	European Journal of Cultural Studies	de
dc.source.volume	10	de
dc.publisher.country	GBR
dc.source.issue	4	de
dc.subject.classoz	Wirtschaftssoziologie	de
dc.subject.classoz	Marketing	de
dc.subject.classoz	Marketing	en
dc.subject.classoz	Sociology of Economics	en
dc.subject.thesoz	Markenartikel	de
dc.subject.thesoz	symbol	en
dc.subject.thesoz	Islamic society	en
dc.subject.thesoz	Name	de
dc.subject.thesoz	Islam	en
dc.subject.thesoz	brand name item	en
dc.subject.thesoz	Globalisierung	de
dc.subject.thesoz	consumption	en
dc.subject.thesoz	Konsum	de
dc.subject.thesoz	kulturelle Identität	de
dc.subject.thesoz	globalization	en
dc.subject.thesoz	Islam	de
dc.subject.thesoz	Amerikanisierung	de
dc.subject.thesoz	cultural identity	en
dc.subject.thesoz	name	en
dc.subject.thesoz	Symbol	de
dc.subject.thesoz	islamische Gesellschaft	de
dc.subject.thesoz	americanization	en
dc.identifier.urn	urn:nbn:de:0168-ssoar-227339	de
dc.date.modified	2011-04-29T14:47:00Z	de
dc.rights.licence	PEER Licence Agreement (applicable only to documents from PEER project)	de
dc.rights.licence	PEER Licence Agreement (applicable only to documents from PEER project)	en
ssoar.gesis.collection	SOLIS;ADIS	de
ssoar.contributor.institution	http://www.peerproject.eu/	de
internal.status	3	de
internal.identifier.thesoz	10051646
internal.identifier.thesoz	10048094
internal.identifier.thesoz	10045280
internal.identifier.thesoz	10058563
internal.identifier.thesoz	10051642
internal.identifier.thesoz	10046994
internal.identifier.thesoz	10047868
internal.identifier.thesoz	10035058
internal.identifier.thesoz	10059795
dc.type.stock	article	de
dc.type.document	journal article	en
dc.type.document	Zeitschriftenartikel	de
dc.rights.copyright	f	de
dc.source.pageinfo	465-484
internal.identifier.classoz	1090405
internal.identifier.classoz	10205
internal.identifier.journal	114	de
internal.identifier.document	32
internal.identifier.ddc	330
internal.identifier.ddc	301
dc.identifier.doi	https://doi.org/10.1177/1367549407081952	de
dc.description.pubstatus	Postprint	en
dc.description.pubstatus	Postprint	de
internal.identifier.licence	7
internal.identifier.pubstatus	2
internal.identifier.review	1
internal.check.abstractlanguageharmonizer	CERTAIN
internal.check.languageharmonizer	CERTAIN_RETAINED

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