基本説明
Explores globalization through an historical and anthropological study of soft drinks such as Coke and Pepsi.
Full Description
This book explores globalization through a historical and anthropological study of how familiar soft drinks such as Coke and Pepsi became valued as more than mere commodities. Foster discusses the transnational operations of soft drink companies and, in particular, the marketing of soft drinks in Papua New Guinea, a country only recently opened up to the flow of brand name consumer goods. Based on field observations and interviews, as well as archival and library research, this book is of interest to anyone concerned about the cultural consequences and political prospects of globalization, including new forms of consumer citizenship and corporate social responsibility.
Contents
Introduction: Cola Connections and Worldly Things PART 1: SOFT DRINKS AND THE ECONOMY OF QUALITIES The Social Life of Worldly Things: Commodity Consumption and Globalization Globalizing Coca-Cola: The Multilocal Multinational Corporation Qualifying Products: Trademarks, Brands and Value-Creation A Network of Perspectives: The Meanings of Soft Drinks in Papua New Guinea PART 2: GLOBALIZATION, CITIZENSHIP AND THE POLITICS OF CONSUMPTION Corporations, Consumers and New Strategies of Citizenship Shareholder Activism: Consumer Citizenship Inside the Corporation Pouring Rights: Politics, Products, Agency and Change Conclusion: Product Networks and the Politics of Knowledge References
