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Coca Cola Presentation


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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>