Counter-Cola charts the history of one of the world’s most influential and widely known corporations, The Coca-Cola Company. Over the past 130 years, the corporation has sought to make its products, brands, and business central to daily life in over 200 countries. Amanda Ciafone uses this example of global capitalism to reveal the pursuit of corporate power within the key economic transformations—liberal, developmentalist, neoliberal—of the twentieth and twenty-first centuries.
Coca-Cola's success has not gone uncontested. People throughout the world have redeployed the corporation, its commodities, and brand images to challenge the injustices of daily life under capitalism. As Ciafone shows, assertions of national economic interests, critiques of cultural homogenization, fights for workers’ rights, movements for environmental justice, and debates over public health have obliged the corporation to justify itself in terms of the common good, demonstrating capitalism’s imperative to either assimilate critiques or reveal its limits.
By:
Amanda Ciafone
Imprint: University of California Press
Country of Publication: United States
Dimensions:
Height: 229mm,
Width: 152mm,
Spine: 28mm
Weight: 590g
ISBN: 9780520299023
ISBN 10: 0520299027
Pages: 424
Publication Date: 28 May 2019
Audience:
Professional and scholarly
,
Undergraduate
Format: Paperback
Publisher's Status: Active
Acknowledgments Introduction 1 • The Coca-Cola Bottling System and the Logics of the Franchise 2 • Mediating Coca-Colonization: Negotiating National Development and Difference in Coca-Cola’s Postwar Internationalization 3 • “I’d Like to Buy the World a Coke”: The “Real Thing” and the Revolutions of the 1960s 4 • Indianize or Quit India: Nationalist Challenges to Coca-Cola in Postcolonial India 5 • A Man in Every Bottle: Labor and Neoliberal Violence in Colombian Coca-Cola Bottling 6 • Water for Life, Not for Coca-Cola: Commodification, Consumption, and Environmental Challenges in Neoliberal India 7 • CSR: Corporate Social Responsibility and Continued Social Resistance, A Nonconclusion Abbreviations Notes Selected Bibliography Index
Amanda Ciafone is Assistant Professor of Media and Cinema Studies at the University of Illinois at Urbana-Champaign.
Reviews for Counter-Cola: A Multinational History of the Global Corporation
Highly recommended. * CHOICE * Drawing on company records, archival materials, and various publications, Ciafone investigates corporate endeavors with an anthropologically influenced understanding of people and practices who resisted Coca-Cola. . . . Highly recommended. * CHOICE *
