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Life is Always Greener on the Coke Side of Life Cultural Imperialism and the Media
Research Question <ul><li>How has Coca-Cola used media to become a product of cultural imperialism?  </li></ul>
The Culture of Capitalism <ul><li>Culture + Imperialism </li></ul>“ Culture Imperialism” – John Tomlinson <ul><li>Four Dis...
Global Capitalism and Consumerism <ul><li>Capitalism in its Material Form </li></ul><ul><li>Consumer Culture & “Commodific...
Coke, Media, and Cultural Capitalism <ul><li>Identification of the brand with success, style, etc. </li></ul><ul><li>Coca-...
Coke Ads Abroad <ul><li>Brazil + Soccer </li></ul><ul><li>India + Bollywood </li></ul><ul><li>Japan + Spring </li></ul>
Media, Communication, Culture: A Global Approach <ul><li>Mass media is used as a form of portraying cultural dominance by ...
 
 
 
 
 
Conclusion <ul><li>How has Coca-Cola used media to become a product of cultural imperialism?  </li></ul>
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Coca Cola Presentation

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  • Transcript of "Coca Cola Presentation"

    1. 1. Life is Always Greener on the Coke Side of Life Cultural Imperialism and the Media
    2. 2. Research Question <ul><li>How has Coca-Cola used media to become a product of cultural imperialism? </li></ul>
    3. 3. The Culture of Capitalism <ul><li>Culture + Imperialism </li></ul>“ Culture Imperialism” – John Tomlinson <ul><li>Four Discourses of Cultural Imperialism </li></ul><ul><ul><li>Media Imperialism </li></ul></ul><ul><ul><li>Discourse of Nationality </li></ul></ul><ul><ul><li>Global Dominance of Capitalism </li></ul></ul><ul><ul><li>Critique of Modernity </li></ul></ul>
    4. 4. Global Capitalism and Consumerism <ul><li>Capitalism in its Material Form </li></ul><ul><li>Consumer Culture & “Commodification” </li></ul><ul><ul><li>Economic and Cultural Levels </li></ul></ul><ul><li>Cultural Synchronization/Homogenization </li></ul><ul><ul><li>The Role of Multinationals </li></ul></ul><ul><li>Moralizing consumerism </li></ul>“ Culture Imperialism” – John Tomlinson
    5. 5. Coke, Media, and Cultural Capitalism <ul><li>Identification of the brand with success, style, etc. </li></ul><ul><li>Coca-cola is a “way of life” </li></ul><ul><li>U.S. Superbowl </li></ul>Analysis of TV Advertisements
    6. 6. Coke Ads Abroad <ul><li>Brazil + Soccer </li></ul><ul><li>India + Bollywood </li></ul><ul><li>Japan + Spring </li></ul>
    7. 7. Media, Communication, Culture: A Global Approach <ul><li>Mass media is used as a form of portraying cultural dominance by socioeconomic elites </li></ul><ul><li>Raymond Williams and Stuart Hall believe hegemony is fragile. Lull agrees. </li></ul><ul><li>No such thing as set culture because of constant means to undermine the mainstream media. </li></ul>- James Lull
    8. 13. Conclusion <ul><li>How has Coca-Cola used media to become a product of cultural imperialism? </li></ul>
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