‘COCA-COLONIZATION’ AND GLOBAL CONSUMERISM.
Globalization is transforming the world at an accelerated pace resulting to increasing cross border flows of goods, services, information and culture (Held et al, 1999). A study of the world of coca-cola shows the product is ubiquitous has successfully transited from a local, national, to a globalized and international product. Most intriguing is that coca-cola is a non-essential product. The paper analyses the hybridization concept of culture and subsequent erosion of cultures in a globalized world. The study appraises the role of consumerism and aims to access the implication in modern realities.
THE WORLD OF COCA-COLA
The world of coca-cola is located at 121 Baker St. Atlanta, GA, USA alongside tourist attractions like the CNN center so one can imagine the magnitude of human feet that trot the area. Managing to squeeze through amidst the clicks of shutters from peoples camera, I purchased a ticket for $15 and along with others was welcomed by a tour staff dressed in red and white polo with the phrase ‘open happiness’ printed across the shirt. The lobby area was all walled in white with red floor tiles. About 25 flat screen televisions displayed people from across the globe enjoying various coca-cola products with jingles sounds from hidden speakers flooding the background. Artistically designed coca-cola bottles especially one with a world map drawn around it was decoratively arranged.
All around were people from different origins as they conversed in their native languages. Even those speaking in English had accents difficult to distinguish. One space led to another, in the first; the history of coke was explained dating to the time the syrup was invented by Dr Pemberton in 1886. With enthusiasm people make their way through to view the ‘Milestones of Refreshment’ room showing series of appealing exhibit featuring some company artifacts including an original circa 1929 Chevrolet delivery truck...