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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
Research Question
How has Coca-Cola used media to become a product of cultural imperialism?
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
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
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
Coke Ads Abroad
• Brazil + Soccer• India + Bollywood• Japan + Spring
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
Conclusion
How has Coca-Cola used media to become a product of cultural imperialism?