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Life is Always Greener Life is Always Greener on the Coke Side of on the Coke Side of Life Life Cultural Imperialism and Cultural Imperialism and the Media the Media

Coca Cola Presentation

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Page 1: Coca Cola Presentation

Life is Always Greener on the Life is Always Greener on the Coke Side of LifeCoke Side of Life

Cultural Imperialism and the MediaCultural Imperialism and the Media

Page 2: Coca Cola Presentation

Research Question

How has Coca-Cola used media to become a product of cultural imperialism?

Page 3: Coca Cola Presentation

The Culture of Capitalism

• Culture + Imperialism

“Culture Imperialism” – John Tomlinson

• Four Discourses of Cultural Imperialism – Media Imperialism– Discourse of Nationality– Global Dominance of Capitalism– Critique of Modernity

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Global Capitalism and Consumerism

• Capitalism in its Material Form• Consumer Culture & “Commodification”

– Economic and Cultural Levels

• Cultural Synchronization/Homogenization– The Role of Multinationals

• Moralizing consumerism

“Culture Imperialism” – John Tomlinson

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Coke, Media, and Cultural Capitalism

• Identification of the brand with success, style, etc.

• Coca-cola is a “way of life”

• U.S. Superbowl

Analysis of TV Advertisements

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Coke Ads Abroad

• Brazil + Soccer• India + Bollywood• Japan + Spring

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Media, Communication, Culture: A Global Approach

• Mass media is used as a form of portraying cultural dominance by socioeconomic elites

• Raymond Williams and Stuart Hall believe hegemony is fragile. Lull agrees.

• No such thing as set culture because of constant means to undermine the mainstream media.

- James Lull

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Conclusion

How has Coca-Cola used media to become a product of cultural imperialism?