By R. Foster
This booklet explores globalization via a historic and anthropological learn of the way widespread delicate beverages akin to Coke and Pepsi turned valued as greater than mere commodities. Foster discusses the transnational operations of sentimental drink businesses and, specifically, the promoting of soppy beverages in Papua New Guinea, a rustic only in the near past spread out to the movement of brand buyer goods. in accordance with box observations and interviews, in addition to archival and library learn, this publication is of curiosity to a person serious about the cultural outcomes and political customers of globalization, together with new sorts of shopper citizenship and company social accountability.
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Additional resources for Coca-Globalization: Following Soft Drinks from New York to New Guinea
Accordingly, the study of soft drink commodity chains must give due consideration to consumption— to the qualifications that consumers actively and variously ascribe to brands and branded commodities. Such a strategy not only places “quality issues at the heart of an understanding of how global value chains work,” but also highlights how “there is no ‘universal’ understanding of quality” (Ponte and Gibbon 2005, 7). Miller (1997) makes this point well in his observations about the local(ized) meanings of Coca-Cola for consumers in Trinidad, part of a larger ethnographic study of how soft drinks are produced as complex symbolic formations.
This approach has been particularly appealing to anthropologists working in Melanesia for reasons that Rena Lederman explains with respect to Mendi people of the Southern Highlands of Papua New Guinea: “The Mendi we know do not see [consumer] objects in the same way as we see them: their purposes supplied for us . . In our objects, they perceive multiple possibilities for satisfying needs the manufacturers never imagined . . They use safety pins as earrings in place of blades of grass and combs made out of umbrella spokes instead of bamboo .
Commodity biographies can be traced retrospectively if not always predicted, and such tracings will reveal odd mutations and even pleasing ironies like those achieved in The Cup. Hence the following item from the Sydney Morning Herald (Richards 1993), one of the rare reports besides this one that speaks simultaneously of Coca-Cola and Papua New Guinea. During World War II, the New Guinea islands were the site of a Coca-Cola bottling plant, the glass bottles shipped from the United States (see Chapter 2).