Abstract
The Mecca Cola drink combines in its brand name two contrasting iconic images: one signifies 'authenticity', whereas the other signifies a 'commodity'. The conspicuous juxtaposition of 'Mecca' and 'Cola' and their hyphenization evokes the question: what is becoming of 'authenticity' in a thoroughly commodified world society? This article proposes that a distinction ought to be drawn between the effects of commodification on two distinct levels: the structural and symbolic. Whereas commodification homogenizes structurally, it heterogenizes symbolically. This article maintains that while symbolically Mecca Cola is antagonistic to Coca-Cola, structurally it is a case of an appropriation of the former by the latter. Mecca Cola thus attests to a structural 'Cola-ization' accompanied by a symbolic 'Mecca-ization' of current world cultures.
Original language | English |
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Pages (from-to) | 465-484 |
Number of pages | 20 |
Journal | European Journal of Cultural Studies |
Volume | 10 |
Issue number | 4 |
DOIs | |
State | Published - 1 Nov 2007 |
Keywords
- Americanization
- Authenticity
- Coca-Cola
- Commodification
- Consumption
- Globalization
- Material culture
- Mecca Cola
- Muslim culture
ASJC Scopus subject areas
- Cultural Studies
- Education
- Arts and Humanities (miscellaneous)