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Liquid Identities: Mecca Cola Versus Coca-Cola: European Journal of Cultural Studies November 2007
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Liquid Identities: Mecca Cola Versus Coca-Cola: European Journal of Cultural Studies November 2007
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See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/249630800
Liquid identities: Mecca Cola versus Coca-Cola
Article in European Journal of Cultural Studies · November 2007
DOI: 10.1177/1367549407081952
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1 author:
Uri Ram
Ben-Gurion University of the Negev
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Author manuscript, published in "European Journal of Cultural Studies 10, 4 (2007) 465-484"
DOI : 10.1177/1367549407081952
Q D@ TLQ N OLDD@BMB @I N BTNQKM@@ KU DNQER T R B N B @ B N K @
#OPYRIGHT ¥ 3!'% 0UBLICATIONS
,OS !NGELES ,ONDON .EW $ELHI
AND 3INGAPORE
6OL ! n
$/)
WWWSAGEPUBLICATIONSCOM
,IQUID IDENTITIES
-ECCA #OLA VERSUS #OCA
#OLA
5RI 2AM
"EN 'URION 5NIVERSITY
@ARSQ@BS 4HE -ECCA #OLA DRINK COMBINES IN ITS BRAND NAME TWO
CONTRASTING ICONIC IMAGES ONE SIGNIFIES @AUTHENTICITY WHEREAS THE OTHER
peer-00571558, version 1 - 1 Mar 2011
SIGNIFIES A @COMMODITY 4HE CONSPICUOUS JUXTAPOSITION OF @-ECCA AND
@#OLA AND THEIR HYPHENIZATION EVOKES THE QUESTION WHAT IS BECOMING OF
@AUTHENTICITY IN A THOROUGHLY COMMODIFIED WORLD SOCIETY 4HIS ARTICLE
PROPOSES THAT A DISTINCTION OUGHT TO BE DRAWN BETWEEN THE EFFECTS
OF COMMODIFICATION ON TWO DISTINCT LEVELS THE STRUCTURAL AND SYMBOLIC
7HEREAS COMMODIFICATION HOMOGENIZES STRUCTURALLY IT HETEROGENIZES
SYMBOLICALLY 4HIS ARTICLE MAINTAINS THAT WHILE SYMBOLICALLY -ECCA #OLA IS
ANTAGONISTIC TO #OCA
#OLA STRUCTURALLY IT IS A CASE OF AN APPROPRIATION OF THE
FORMER BY THE LATTER -ECCA #OLA THUS ATTESTS TO A STRUCTURAL @#OLA
IZATION
ACCOMPANIED BY A SYMBOLIC @-ECCA
IZATION OF CURRENT WORLD CULTURES
JDXVNQCR !MERICANIZATION AUTHENTICITY #OCA #OLA COMMODIFICATION
CONSUMPTION GLOBALIZATION MATERIAL CULTURE -ECCA #OLA -USLIM CULTURE
-ECCA #OLA IS A BOTTLED OR CANNED SWEET SPARKLING SOFT DRINK WHICH
SIMULATES IN TASTE DESIGN AND APPEAL THE WORLD FAMOUS !MERICAN BRAND
#OCA #OLA 4HE DECLARED PURPOSE OF THE BUSINESSMAN WHO CREATED THE
-ECCA #OLA BRAND IS TO OFFER !RAB AND -USLIM CUSTOMERS AN ALTERNATIVE
TO THE !MERICAN PRODUCT WHICH FOR MANY SYMBOLIZES !MERICAN CULTURAL
CAPITALISM AND AS OF LATE ALSO !MERICAN MILITARY IMPERIALISM IN THE
-IDDLE %AST
@-ECCA AND @#OLA ARE STRANGE BEDFELLOWS 4HE BRAND NAME -ECCA #OLA
CONJURES TOGETHER TWO ICONIC IMAGES WHICH ORDINARILY ARE RELATED TO TWO
DISTINCT AND EVEN CONTRASTING CULTURES THE CULTURE OF @AUTHENTICITY VERSUS
THE CULTURE OF @ARTIFICIALITY 4HE CONSPICUOUS JUXTAPOSITION OF @-ECCA
AND @#OLA THEIR HYPHENIZATION SO TO SPEAK EVOKES QUESTIONS ABOUT THE
RELATIONS BETWEEN THE @GLOBAL AND THE @LOCAL @MODERNITY AND @TRADITION
THE @7EST AND THE @REST AND @!MERICA AND @)SLAM )N SHORT IT EVOKES THE
QUESTION WHAT IS BECOMING OF @AUTHENTICITY IN A THOROUGHLY COMMODIFIED
WORLD SOCIETY .O NAIVE CONCEPT OF AUTHENTICITY IS ASSUMED HERE AND WE
CHOOSE TO PRESENT THE TERM WITH QUOTATION MARKS IN ORDER TO ACKNOWLEDGE
@QSHBKD
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
THAT NOTHING IS @REALLY AUTHENTIC EVERYTHING IS SOCIALLY CONSTRUCTED 9ET
DESPITE THIS CAVEAT THERE MAY BE ELEMENTS OF @AUTHENTICITY TO ANY GIVEN
CULTURAL ARTIFACT WHICH MAY DEPEND ON THE CONDITIONS OF ITS CONSTRUCTION
IS IT HOME
GROWN OR @IMPORTED )S IT EVOLUTIONARY OR REVOLUTIONARY )S IT
ENGINEERED OR SPONTANEOUS $OES IT SUIT THE CULTURE IN WHICH IT IS SITUATED
OR IS ALIEN TO IT AND SO FORTH
3O THE QUESTION WE ADDRESS HERE IS WHETHER THE UNIVERSALIZATION OF
CAPITALIST COMMERCIALIZATION AND COMMODIFICATION POSES A THREAT TO THE
VIABILITY OF PARTICULAR COMMUNITIES AND IDENTITIES #AN SUCH COMMUNITIES
AND IDENTITIES STAVE OFF THIS CHALLENGE /R DOES THIS ENCOUNTER BREED A
NEW HYBRID OF @GLOCAL CULTURES 3UCH QUESTIONS HAD BEEN IMMANENT
BEFORE 3EPTEMBER AND THEY HAVE BECOME MORE SO EVER SINCE 4HIS
ARTICLE ARGUES THAT WHILE EACH OF THE THREE PROPOSITIONS ABOVE IS CORRECT IN
PART THEIR COMBINED COMPOSITION HAS REMAINED LARGELY UNDERTHEORIZED
peer-00571558, version 1 - 1 Mar 2011
)T PROPOSES THAT A DISTINCTION BE DRAWN BETWEEN THE STRUCTURAL AND THE
SYMBOLIC EFFECTS OF COMMODIFICATION AND THAT THE EFFECTS ON THESE TWO
LEVELS ARE DIVERGENT WHEREAS COMMODIFICATION HOMOGENIZES STRUCTUR
ALLY IT HETEROGENIZES SYMBOLICALLY )T MAINTAINS THAT -ECCA #OLA IS A CASE
IN POINT ATTESTING TO A STRUCTURAL @#OLA
IZATION ACCOMPANIED BY A SYMBOLIC
@-ECCA
IZATION OF CURRENT WORLD CULTURES
4HIS MATERIAL CULTURE STUDY IS INSPIRED BY +ARL -ARXS WELL
KNOWN THESIS
OF THE @FETISHISM OF COMMODITIES IN THE FIRST VOLUME OF #APITAL -ARX
;= 4HERE AND IN OTHER TEXTS NOTABLY 4HE #OMMUNIST -ANIFESTO
HE AND %NGELS DECREE THAT IN A MARKET
BASED SOCIETY EVERYTHING SOLID
IN HUMAN RELATIONSHIPS AND CULTURE MELTS IN THE AIR ALL RELATIONSHIPS AND
VALUES ARE SUBSUMED BY THE BARE MONETARY NEXUS AND n EVEN MORE POIGN
ANTLY IN OUR CONTEXT n @ALL THAT IS HOLY IS PROFANED -ARX AND %NGELS
;= OR IN OUR CASE @ALL THAT IS HOLY BECOMES LIQUID "AUMAN
4HIS ARTICLE ARGUES THAT THE CASE OF -ECCA #OLA AS WELL AS OTHER
RELATED INSTANCES OF GLOBAL EXCHANGES DISCUSSED BELOW VINDICATE THIS
-ARXIAN PROPOSITION ONLY ADDING THAT IT IS THE PECULIARITY OF PRESENT
DAY
GLOBAL POST
&ORDIST CAPITALISM THAT ITS EFFECTS ARE TWO
LAYERED NAMELY
STRUCTURAL HOMOGENIZATION ACCOMPANIED BY SYMBOLIC HETEROGENIZATION
4HIS ARTICLE PROCEEDS IN FOUR STEPS &IRST IT EXAMINES THE NEW ARTICLE OF
CONSUMPTION BRANDED -ECCA #OLA 3ECOND IT LOOKS INTO THE ORIGINAL BRAND
OF #OCA
#OLA 4HIRD IT DISCUSSES FURTHER CASES OF THE COMMODIFICATION OF
RELIGIOUS ARTICLES ESPECIALLY IN THE CONTEXT OF )SLAM &INALLY IT DISCUSSES
THE AVAILABLE THEORETIZATIONS OF PRESENT COMMODIFICATION AND PROPOSES ITS
OWN CONTRIBUTION TO THIS AREA IN THE FORM OF THE AFOREMENTIONED DOUBLE
LAYERED STRUCTURALnSYMBOLIC MODEL
-ECCA #OLA
4HE PRODUCT @-ECCA #OLA WAS INAUGURATED IN THE END OF )T WAS
CONTRIVED BY 4AWFIK -ATHLOUTHI A 4UNISIAN
BORN &RENCH BUSINESSMAN
Q@L LDB B@BNK@UDQRTRBNB@BNK@
WHO IN THE TELLING PHRASE OF WESTERN MEDIA SOUGHT TO @CASH IN AND
ATTEMPTED TO @CAPITALIZE ON ANTI
!MERICAN SENTIMENT AROUND THE WORLD
(ENLEY AND 6ASSAR -URPHY SEE WWWMECCACOLACOM
)N THIS CASE @CASH IN AND @CAPITALIZE ON HAVE A LITERAL AS WELL AS METAPHORICAL
RESONANCE -ATHLOUTHIS PRODUCT APPEALS TO -USLIMS WITH THE HOPE OF
COMPETING WITH THE SALES OF #OCA
#OLA WHICH IS IDENTIFIED AS AN @ICON OF
!MERICAN CAPITALISM -URPHY %XPLAINING THIS TO A REPORTER
-ATHLOUTHI ADDED
;)T IS ALL ABOUT COMBATING= !MERICAS IMPERIALISM AND :IONISM BY PROVIDING
A SUBSTITUTE FOR !MERICAN GOODS AND INCREASING THE BLOCKADE OF COUNTRIES
BOYCOTTING !MERICAN GOODS -URPHY
4HIS IS NOT THE FIRST TIME THAT #OCA
#OLA HAS BEEN IMITATED BY A @-USLIM
SUBSTITUTE :AM :AM #OLA IS AN )RANIAN BEVERAGE LAUNCHED AFTER THE
)RANIAN 2EVOLUTION IN AND IS NAMED AFTER A HOLY SPRING IN -ECCA
peer-00571558, version 1 - 1 Mar 2011
)T IS REPORTED TO BE A SUCCESS IN 3AUDI !RABIA AND "AHRAIN !RABIC .EWS
SEE HTTPZAMZAMGROUPCOM ! PARALLEL ARTICLE WHICH CARRIES
THE NAME 1IBLA #OLA WAS LAUNCHED IN THE 5+ IN 4HE WORD 1IBLA
MEANS @DIRECTION AND IN COMMON !RABIC USAGE IT REFERS TO THE DIRECTION OF
-ECCA TOWARDS WHICH -USLIMS TURN WHEN THEY PRAY 1IBLA #OLA PRESENTS
ITSELF AS AN @ETHICAL ALTERNATIVE TO GLOBAL MULTINATIONAL CORPORATIONS
SEE WWWQIBLA
COLACOM "EVIS #OLA 4URKA 4URKISH #OLA WAS
LAUNCHED BY THE 5LKAR COMPANY IN 4URKEY IN AND IT IS COUCHED IN
4URKISH NATIONAL IMAGES SEE WWWCOLATURKACOMTRANASAYFAINDEX
HTML !LL THESE BRANDS ARE EXPLICITLY (ALAL PERMISSIBLE FOR CONSUMPTION
BY -USLIMS -ECCA #OLA IS A GROWING PHENOMENON AND NOT AN ISOLATED
EPISODE
-ECCA #OLA WAS INITIALLY MARKETED TO -USLIM CUSTOMERS IN %UROPE )T
WAS LAUNCHED IN &RANCE AND EXPORTED TO "ELGIUM $ENMARK 'ERMANY
)TALY 3PAIN 3WEDEN AND THE 5+ 4HE DRINK FOUND ITS WAY INTO SMALL
@ETHNIC SHOPS IN -USLIM NEIGHBORHOODS AND LATER IT ARRIVED ON THE
SHELVES OF LARGE CASH
AND
CARRY SUPERMARKETS IN SOME %UROPEAN COUNTRIES
"ELGIUM &RANCE 'ERMANY 3OON AFTERWARDS THE BRAND BECAME A GREAT
HIT IN -IDDLE %ASTERN AND OTHER -USLIM MARKETS !CCORDING TO ONE SOURCE
IN -ECCA #OLA WAS DISTRIBUTED IN COUNTRIES AND SOLD MILLION
CANS )T RANKS TH IN THE TOP BRANDS IN THE WORLD "ARANOWSKI
!CCORDING TO THE PRODUCER RECENT FURORES IN THE -USLIM WORLD OVER THE
$ANISH CARTOONS IN WHICH THE 0ROPHET -OHAMMED WAS PORTRAYED OR THE
0OPES COMMENTS ON )SLAM WERE DIRECTLY FELT IN THE RISE OF SALES 2ECENTLY
-ECCA #OLA INVESTED MILLION IN AN INDUSTRIAL COMPLEX IN $UBAI WHICH
OPENED THREE FACTORIES BY 3EPTEMBER !DDITIONALLY THE COMPANY
HAS ADDED -ECCA 4EA -ECCA #OFFEE AND -ECCA 0OWER TO THE -ECCA #OLA
BRAND "ARANOWSKI 4HE COMPANY NOW PLANS TO LAUNCH A -USLIM
ALTERNATIVE TO THE 3TARBUCKS COFFEE CHAIN IN THE FORM OF A CHAIN OF COFFEE
SHOPS UNDER THE BRAND NAME -ECCA #AFÏ 4HE FIRST SHOP IS PLANNED FOR
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
$UBAI IN THE 5NITED !RAB %MIRATES TO BE FOLLOWED BY BRANCHES IN +UALA
,UMPUR -ALAYSIA AND )SLAMABAD 0AKISTAN 3HAKIR )N
-ECCA #OLA WAS BOTH THE SPONSOR AND THE OFFICIAL DRINK OF THE SUMMIT OF
THE /RGANIZATION OF )SLAMIC #ONFERENCES HELD IN -ALAYSIA
-ECCA #OLA IS FRAUGHT WITH -USLIM SYMBOLISM YET IS ENCASED IN THE
INSIGNIA OF !MERICAN CAPITALISM 4HE SHAPE AND SIZE OF THE BOTTLES THE DARK
PURPLE COLOR OF THE DRINK AND THE @HANDWRITTEN FONTS AND THE SWIRL SHAPED
LOGO ALL MAKE IT AN UNABASHED IMITATION OF #OCA
#OLA 4HE DIFFERENCE IS
FIRST AND FOREMOST IN THE LABEL WHERE @#OCA IS REPLACED BY @-ECCA THE HOLY
CITY OF )SLAM IN 3AUDI !RABIA 3ECOND IT IS PUBLICIZED THAT PERCENT OF
THE PROFITS ARE DEDICATED TO CHARITIES OPERATING IN 0ALESTINIAN TERRITORIES
AND THAT ANOTHER PERCENT ARE PASSED TO INTERNATIONAL PEACE
ORIENTED
NON
GOVERNMENTAL ORGANIZATIONS BASED IN %UROPE 4HE -ECCA #OLA LABEL
READS @$ONT DRINK STUPID DRINK COMMITTED REFERRING TO THE @STUPID OR
peer-00571558, version 1 - 1 Mar 2011
PERHAPS ALSO @STUPEFYING CONSUMPTION OF THE !MERICAN BRAND IN CONTRAST
TO THE POLITICALLY COMMITTED CONSUMPTION OF THE -USLIM RIVAL )N THE EYES
OF ITS FOUNDER EACH BOTTLE OF -ECCA #OLA SOLD IS @A LITTLE GESTURE AGAINST
53 IMPERIALISM AND FOREIGN POLICY (ENLEY AND 6ASSAR
4HE -ECCA #OLA CASE IS ANOTHER PART OF A WIDENING MULTIFACETED
CONFLICT BETWEEN THE 53 AND THE -USLIM AND !RAB WORLD IN THE WAKE OF
THE 3EPTEMBER ATTACK ON THE 4WIN 4OWERS AND THE 0ENTAGON AND OF THE
53 REACTIONS TO THESE ATTACKS THROUGH THE @7AR ON 4ERROR WHICH BEGAN
IN !FGHANISTAN IN AND CONTINUED IN )RAQ IN )N THE -USLIM AND
!RAB WORLD !MERICA HAS BEEN WIDELY PERCEIVED FOR A LONG TIME AS THE
@"IG 3ATAN WHO STEADILY SUPPORTS THE @3MALL 3ATAN )SRAEL 4HIS SUPPORT
IS A SOURCE OF POPULAR -USLIM AND !RAB INFURIATION WHICH OCCASIONALLY
ERUPTS IN ATTACKS ON 53 TARGETS DEMONSTRATIONS AND RIOTS IN FRONT OF
OUTLETS OF !MERICAN INTERNATIONAL CHAINS SUCH AS -C$ONALDS RESTAURANTS
AS WELL AS OCCASIONAL ATTEMPTS TO BOYCOTT !MERICAN BRANDS SEE "ARBOZA
"AYAT 0LAYING ON #OCA #OLAS SLOGAN @4HE 4ASTE OF ,IFE ONE
REPORTAGE ON -ECCA #OLA ASSERTS THAT @-USLIM ACTIVISTS DECIDED THE 2EAL
4HING LEFT A SOUR TASTE (ENLEY AND 6ASSAR
4HUS WHAT -ECCA #OLA STANDS FOR IS A KIND OF @)CED WAR WAGED BY !RAB
AND -USLIM PRODUCERS AND CONSUMERS AGAINST A PRODUCT WIDELY PERCEIVED
AS A SYMBOL OF !MERICA ITS CULTURE AND IMPERIALISM 4HAT SUCH AN INNOCENT
DRINK COULD HAVE ACQUIRED SUCH AN ELEVATED AND PROTEAN SYMBOLIC STATUS
IS IN ITSELF AN INTRIGUING EXPRESSION OF THE COMMODIFIED SOCIETY
3O WHY #OCA #OLA (OW DOES A TRIVIAL OBJECT SUCH AS A SWEET FIZZY
BEVERAGE BECOME A SYMBOL OF A NATION OR INDEED OF A WHOLE CIVILIZATION n
THE CIVILIZATION OF CONSUMPTION 7HAT IS IT ABOUT THIS ARTIFACT THAT ATTRACTS
SO MANY CONSUMERS SO MUCH ATTENTION AND SO MUCH HOSTILITY )GOR +OPYTOFF
PROCLAIMS THAT @THINGS HAVE A @CULTURAL BIOGRAPHY AS PARTICULAR
ITEMS AND @SOCIAL HISTORY AS BRANDS OF THEIR OWN !S $ICK (EBDIGE
PUTS IT @THINGS HAVE @CULTURAL SIGNIFICANCE 4HESE CLAIMS RELATE NOT ONLY TO
Q@L LDB B@BNK@UDQRTRBNB@BNK@
SMALL
SCALE SHIFTS IN AN OBJECTS MEANING BUT ALSO TO BROADER TRANSFORMATIONS
IN THE ORGANIZATION OF MATERIAL CULTURE ITSELF ,URY 3O LET US TAKE
A BRIEF ACCOUNT OF THE @CULTURAL BIOGRAPHY OF THE #OCA
#OLA @THING 4O
BEGIN WITH HOW HAD THIS COMMODITY ASSUMED THE STATUS OF THE !MERICAN
EMBLEM
#OCA
#OLA
4HE BLEND OF WHAT WOULD BECOME #OCA
#OLA WAS FIRST MIXED BY A
PHARMACIST IN !TLANTA '! IN AS A @#OCA WINE AFTER A &RENCH WINE
CALLED 6IN -ARIANI ,IKE MANY OTHER DRINKS PRODUCED AT THE TIME IT WAS
HAILED AS SOOTHING VITALIZING AND HEALING AND ESPECIALLY APPROPRIATE FOR
THE NERVOUS !MERICAN PERSONALITY 4HESE CHARACTERISTICS WERE IMPUTED
TO IT BECAUSE SOME OF THE INGREDIENTS IT MIGHT HAVE INCORPORATED EXTRACTS
peer-00571558, version 1 - 1 Mar 2011
FROM COCA LEAVES FROM #ENTRAL !MERICA AND KOLA NUTS FROM 7EST !FRICA
CONTAIN THE ALKALOIDS COCAINE AND CAFFEINE AS WELL AS SOME OTHER EXOTIC
PLANTS !S THE #OCA
#OLA MYTH GOES IN THEIR SOCIETIES OF ORIGIN COCA AND KOLA
ALLEGEDLY ACTED FOR HUNDREDS OF YEARS AS STIMULANTS AIDS TO DIGESTION
APHRODISIACS AND EVEN LIFE
EXTENDERS 0ENDERGRAST $UE TO THE
PRESSURES OF THE @TEMPERANCE MOVEMENT THE ALCOHOLIC COMPONENTS WERE
REMOVED AND BY A TRIAL
AND
ERROR PROCESS THE CONCENTRATE WAS MIXED WITH
CARBONATED WATER
4HE NAME @#OCA
#OLA WAS COINED IN AND THE COMPANY WAS
GRANTED ITS OFFICIAL CORPORATE CHARTER AND A PATENT OF ITS TRADEMARK IN
)N SHORT COURSE THE BEVERAGE HAS BECAME PRACTICALLY BEREFT OF THE TWO
INGREDIENTS WHICH GIVE IT ITS NAME AND WHICH WERE PROBABLY PRESENT IN ITS
INCEPTION #OCA
#OLA HAS NOT CONTAINED ANY TRACE OF COCAINE SINCE AND
ACCORDING TO A COURT RULING FROM MOST OF ITS CAFFEINE NOW COMES FROM
TEA LEAVES RATHER THAN KOLA NUTS 5NTIL THE BEVERAGE WAS DISPENSED
BY SODA FOUNTAINS IN DRUGSTORES SINCE THAT TIME IT HAS BEEN DISPENSED IN
GLASS BOTTLES AND MUCH LATER IN PLASTIC BOTTLES AND CANS 7HAT BEGAN AS
THE VENTURE OF A SINGLE PHARMACIST IN THE LATE TH CENTURY CONTINUED IN
THE EARLY TH CENTURY AS A FAMILY BUSINESS AND WAS FASHIONED IN THE S
AS A PROFESSIONALLY
MANAGED CORPORATION
"Y #OCA
#OLA HAD BECOME @NOT SIMPLY A SOFT DRINK BUT A PHE
NOMENON 0ENDERGRAST "Y IT WAS REPUTEDLY THE SINGLE
BEST
ADVERTISED PRODUCT IN THE 53 AND @HAD BEGUN TO PERMEATE EVERY ASPECT
OF !MERICAN LIFE 0ENDERGRAST )N THE ERA BETWEEN THE WORLD
WARS #OCA
#OLA MADE INGENIOUS USE OF NEW MASSIVELY
CONSUMED HOME
AND FAMILY IMPLEMENTS SUCH AS THE RADIO REFRIGERATOR AND AUTOMOBILE TO
ADVERTISE MARKET AND DISPENSE THE DRINK 4HE 3ECOND 7ORLD 7AR GAVE
THE DRINK AN IMMENSE BOOST )TS AGENTS FOLLOWED !MERICAN TROOPS ON ALL
FRONTS AND SERVED THEM 7HILE BEING ALREADY AN @ALL
!MERICAN ARTIFACT
#OCA
#OLA ACQUIRED AN EVEN DEEPER EMOTIONAL SIGNIFICANCE DURING THE
WAR ! LETTER FROM A SOLDIER IMPARTS THE WAY IN WHICH #OKE WAS WIDELY
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
PERCEIVED BY THE !MERICAN TROOPS @A TASTE OF HOME IN THE MIDST OF THE
HELL OF WAR 0ENDERGRAST
)TS THE LITTLE THING NOT THE BIG THAT THAT THE INDIVIDUAL SOLDIER FIGHTS FOR OR
WANTS SO BADLY WHEN AWAY )TS THE GIRLFRIEND BACK HOME IN A DRUGSTORE OVER
A #OKE OR THE JUKEBOX AND THE SUMMER WEATHER x 4O HAVE THIS DRINK IS JUST
LIKE HAVING HOME BROUGHT NEARER TO YOU ITS ONE OF THE LITTLE THINGS OF LIFE
THAT REALLY COUNTS ) CAN REMEMBER BEING AT 0ONCE DE ,EON 0ARK WATCHING
THE ;!TLANTA= #RACKERS PLAY BASEBALL AS ) FILLED UP ON #OCA
#OLA AND PEANUTS
)TS THINGS SUCH AS THIS THAT ALL OF US ARE FIGHTING FOR CITED IN 0ENDERGRAST
!NOTHER WROTE
4O MY MIND ) AM IN THIS DAMN MESS AS MUCH TO HELP KEEP THE CUSTOM OF
DRINKING #OKES AS ) AM TO HELP PRESERVE THE MILLION OTHER BENEFITS OUR COUNTRY
BLESSES ITS CITIZENS WITH CITED IN +UISEL
peer-00571558, version 1 - 1 Mar 2011
7HILE THE DRINK WAS SOLD ABROAD FROM THE S ITS PRESENCE OUTSIDE
THE 53 WAS MEAGER )N THE WAKE OF THE WAR AS IF TO VINDICATE THE POSITION
OF THE 53 AS A LEADING WORLD POWER #OCA
#OLA BECAME TRULY INTERNATIONAL
)N ONE
THIRD OF ITS PROFITS CAME FROM ABROAD 0ENDERGRAST
3ALES EXPANDED EXPONENTIALLY WHILE IT TOOK DECADES TO SELL THE FIRST MIL
LIARD GALLONS OF #OCA
#OLA SYRUP IT TOOK ONLY SEVEN YEARS FROM TO
TO SELL THE SECOND MILLIARD 0ENDERGRAST "EING A CON
SPICUOUS CAPITALIST SYMBOL IN THE EYES OF BOTH FRIENDS AND FOES #OCA
#OLA
ACCOMPANIED !MERICA IN THE #OLD 7AR ERA "EING CONCEIVED BY !MERICANS
AS A REPRESENTATION OF THEIR CULTURE #OCA
#OLA CAME TO BE IDENTIFIED WITH
!MERICA BY OTHERS &OR THE COMMUNIST WORLD DURING THE #OLD 7AR THE
DRINK REPRESENTED @DEGENERATE CAPITALISM 0ENDERGRAST TO
WHICH THE PRESIDENT OF THE CORPORATION 2OBERT 7OODRUFF RESPONDED THAT
@IT WAS NATURAL FOR THE 2EDS TO RESENT #OCA
#OLA SINCE IT WAS hTHE ESSENCE
OF CAPITALISMv 0ENDERGRAST 4HE ESSENTIAL ROLE OF #OCA
#OLA ON
THE IDEOLOGICAL FRONT WAS SPLENDIDLY DEPICTED BY THE .EW 9ORK )NQUIRER
9OU CANT SPREAD THE DOCTRINE OF -ARX AMONG PEOPLE WHO DRINK #OCA
#OLA x
4HE DARK PRINCIPLES OF REVOLUTION AND A RISING PROLETARIAT MAY BE EXPOUNDED
OVER A BOTTLE OF VODKA ON A SCARRED TABLE OR EVEN A BOTTLE OF BRANDY BUT IT IS
UTTERLY FANTASTIC TO IMAGINE TWO MEN STEPPING UP TO A SODA FOUNTAIN AND
ORDERING A COUPLE OF #OKES IN WHICH TO TOAST THE DOWNFALL OF THEIR CAPITALIST
OPPRESSORS CITED IN +UISEL
#OCA
#OLA WAS STILL THERE WHEN THE )RON #URTAIN COLLAPSED )N THE EVENT OF
THE FALL OF THE "ERLIN 7ALL THE DRINK WAS PART OF THE CELEBRATION $URING THE
S AND S #OCA
#OLA FURTHER ENHANCED ITS UNIVERSAL IMAGE WITHOUT
MISSING ANY MEGA
OPPORTUNITY SUCH AS THE /LYMPIC 'AMES TO MAKE ITSELF
VISIBLE AND IDENTIFIED WITH THE @SPIRIT OF SPORT MUSIC AND JOY
(ENCE BY OBSERVES -ARK 0ENDERGRAST THE HISTORIAN OF THE
COMPANY @#OCA
#OLA WAS !MERICA AND IT @DEVELOPED A PSY
CHOLOGICAL SIGNIFICANCE AKIN TO AN ICON OR RARE RELIGIOUS RELIC
Q@L LDB B@BNK@UDQRTRBNB@BNK@
2ICHARD +UISEL A CULTURAL HISTORIAN OF &RANCE COMMENTS THAT @0ERHAPS
NO COMMERCIAL PRODUCT IS MORE THOROUGHLY IDENTIFIED WITH !MERICA THAN
#OCA #OLA
4HE ADVERTISEMENTS FOR THE DRINK HAVE BEEN SOAKED WITH A PANOPLY OF
@!MERICANA n VIEWS AND SOUNDS WIDELY IDENTIFIED AS SYMBOLS OF !MERICAN
LIFE SUCH AS SHOTS OF THE 'RAND #ANYON WHEAT FIELDS COWBOYS ATHLETES
AND THE 3TATUE OF ,IBERTY AND #OCA #OLA ITSELF BECAME A LEADING SYMBOL
OF THE ALL !MERICAN WAY OF LIFE AND THE @!MERICAN $REAM -ORE THAN ANY
SINGLE OTHER ARTIFACT #OCA #OLA SUCCEEDED IN BLENDING POPULAR CULTURE
WITH A COMMERCIAL PRODUCT
4HE SPECIAL EMOTIONAL SIGNIFICANCE OF #OCA #OLA TO !MERICANS ITS
UNIQUE STATUS IN !MERICAN SYMBOLIC CULTURE GAINED STRIKING EXPRESSION
IN WHEN THE COMPANY ANNOUNCED A CHANGE IN THE TASTE OF #OCA #OLA IN
RESPONSE TO A STEADY SMALL DECLINE IN ITS SHARE OF SALES COMPARED TO THE
peer-00571558, version 1 - 1 Mar 2011
MAIN COMPETITION 0EPSI #OLA 4HE ANNOUNCEMENT PROVOKED AN OUTCRY
AND BECAME A MAJOR TOPIC OF DISCUSSION FOR MONTHS 4HE PUBLIC RESPONDED
WITH GRIEF AND DISMAY 4HE COMPANY WAS INUNDATED WITH MESSAGES OF PRO
TEST AT THE ALTERATION OF WHAT HAD BECOME A REVERED SYMBOL OF !MERICAN
TRADITION !S ONE LETTER PUT IT @7OULD IT BE RIGHT TO REWRITE THE #ONSTITUTION
4HE "IBLE 4O ME CHANGING THE #OKE FORMULA IS OF SUCH A SERIOUS NATURE
ANOTHER WROTE @4HERE ARE ONLY TWO THINGS IN MY LIFE 'OD AND #OCA #OLA
.OW YOU HAVE TAKEN ONE OF THOSE THINGS AWAY FROM ME 0ENDERGRAST
5NDER HEAVY PRESSURE FROM CONSUMERS WHO TURNED THEIR BACKS ON
THE NEW #OCA #OLA THE COMPANY WAS FINALLY COMPELLED TO RETURN THE
OLD PRODUCT WHICH IT DID UNDER THE NAME OF @#OCA #OLA #LASSIC SKEPTICS
ALLEGE HOWEVER THAT THE WHOLE THING WAS A PUBLICITY STUNT
)N SUM IT BECAME A CONVENTION TO IDENTIFY #OCA #OLA AS @THE !MERICAN
CHARACTER IN A CAN AS .EWSWEEK PUT IT CITED IN 0ENDERGRAST !S
0ENDERGRAST SUGGESTS @#OCA #OLA WAS EMBLEMATIC OF THE MODERN !MERICAN
ATTEMPT TO PACKAGE PLEASURE x AN INSTANT PICK ME UP 0ENDERGRAST
9ET THE @!MERICAN CHARACTER IS NOT ONE SOLID WHOLE AND ONE OF #OCA
#OLAS FEATURES AS A SIGNIFIER HAS BEEN ITS ABILITY TO DENOTE THE COMBINED
STRANDS OF THAT @CHARACTER THE SPECIAL !MERICAN BLEND OF POPULAR AND
COMMERCIAL CULTURE THE COMMON !MERICAN NATIONAL SENTIMENT AND THE
PERVASIVE !MERICAN CAPITALIST AND ANTI COMMUNIST ETHOS &URTHERMORE
#OCA #OLA EXCELLED IN ITS HISTORICAL AND SOCIAL FLEXIBILITY ITS IMAGE HAS
CONTINUED TO ADAPT TO CHANGES IN CULTURAL FASHIONS AND HAS KEPT EXPANDING
TO NEWER CONSUMING SECTORS BECOMING MORE AND MORE @DEMOCRATIC AND
@INCLUSIVE
/NE SECRET OF THE SUCCESS OF #OCA #OLA HAS BEEN ITS VERSATILITY OR EVEN
ELASTICITY SUCH AS ITS BLEND OF THE @NEW AND THE @TRADITIONAL 4HE IMAGE
OF THE DRINK HAS CHANGED OVER TIME ALWAYS REPRESENTING THE SPIRIT OF THE
AGE 3O FOR EXAMPLE WHILE IN THE FIRST HALF OF THE TH CENTURY IT DEPICTED
!MERICAN @FAMILY VALUES IT WAS ALSO QUICK TO LATCH ONTO THE MORE PROFLIGATE
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
YOUTH CULTURE IN THE SECOND HALF OF THE CENTURY 4HIS FOUND EXPRESSION
INTER ALIA IN THE FEMALE FIGURES APPEARING IN THE DRINKS ADVERTISEMENT
OVER THE YEARS THEY BECAME THINNER AND MORE SEXUALLY EXPLICIT 4HE DESIGN
OF THE #OCA
#OLA BOTTLE ILLUSTRATES THE WAY IN WHICH #OCA
#OLA ADAPTED
ITSELF TO !MERICAN TASTE )N #OCA
#OLA DESIGNED ITS UNIQUELY SHAPED
BOTTLE 0ENDERGRAST 3TUART %WEN A STUDENT OF POPULAR CULTURE
EXPLAINS THAT #OCA
#OLAS @HOBBLE
SKIRT BOTTLE NICKNAMED @-AE 7EST WAS
INSPIRED BY THE BOUNTEOUS IDEALS OF 6ICTORIAN WOMANHOOD 4HE INDENTED
WAIST OF IT SEPARATED A FULL BOSOM FROM BROAD HIPS &IFTY YEARS LATER IN
THE DESIGN OF THE BOTTLE WAS BROUGHT UP TO DATE BY DRAWING UPON THE
CHANGED PROFILE OF IDEALIZED FEMININITY THE BOTTLED WAS ELONGATED AND
THUS PUT ON A DIET %WEN ,OEWY
#OCA
#OLA IS ONE THE MOST IF NOT THE MOST RECOGNIZED ICONS OF MODERN
!MERICAN CULTURE 4HE PARTICULAR SHAPE OF ITS BOTTLE AND THE BLOWN LOGO
peer-00571558, version 1 - 1 Mar 2011
IN ITS GLASS SURFACE REPRESENTS WHAT CULTURAL ANALYST $AVID .YE DESCRIBES
AS @THE FUSIONS OF MATERIALITY AND MEANING THROUGH THE PRAXIS OF DESIGN
4HE #OCA
#OLA BOTTLE @WAS MORE THAN A GUARANTEE OF ORIGINS IT
WAS ADVERTISEMENT TRADEMARK AND PRODUCT ROLLED INTO ONE )N
.YES INTERPRETATION ICONS OF MODERN CONSUMER CULTURE PLAY A NECESSARY
CULTURAL FUNCTION THEY PRESERVE THE SENSE OF THE @REAL OR AUTHENTIC IN
A WORLD BECOMING INCREASINGLY ARTIFICIAL )N THIS REGARD THEY PLAY A ROLE
EQUIVALENT TO THE PLATONIC FORM ALL #OKE BOTTLES IN THE WORLD @REPRESENT
THE @2EAL 4HING n ONE OF #OCA
#OLAS MOST KNOWN ADVERTISING CAMPAIGNS
@AN ICONS FORM APPEARS TO TRANSCEND VARIABILITY AND TIME TO BECOME AN
IDEALIZED OBJECT
)N ADDITION TO !MERICAN @AUTHENTICITY THE ICON HAS WHAT .YE CALLS
A KINETIC IMPACT ITS VISUAL FORM IS IDENTIFIED WITH ITS SENSORY QUALITIES
IN THE CASE OF #OCA
#OLA THE SENSE OF A COOL FIZZY AND REFRESHING LIQUID A
THEME INTENSIVELY ELABORATED IN THE ADVERTISEMENTS #OCA
#OLA LIKE OTHER
ITEMS
TURNED
ICONS OF ITS KIND SUCH AS -ARLBORO CIGARETTES BLUE JEANS OR
-C$ONALDS HAMBURGERS CAME TO MANIFEST WHAT .YE CALLS @THE CONSUMERS
SUBLIME OF !MERICA n
4ODAY #OCA
#OLA IS THE TOP BRAND IN THE WORLD WITH REVENUES OF BIL
LION FOLLOWED IN ORDER RESPECTIVELY BY -ICROSOFT )"- '% )NTEL .OKIA
4OYOTA $ISNEY -C$ONALDS AND -ERCEDES
"ENZ "USINESS 7EEK
4HE QUESTION PRESENTED HERE ASSUMES AN ADDITIONAL WEIGHT NOW
WHAT HAS THE @!MERICAN CHARACTER IN A CAN OR THE @CONSUMERS SUBLIME
OF !MERICA TO LOOK FOR IN THE REALM OF !LLAH ,ET US TURN NOW TO A
FEW FURTHER CASES BEYOND -ECCA #OLA WHICH DEMONSTRATE THE EFFECT OF
@#OCA
#OLONIZATION
-EGA
#OLA
-USLIM SOCIETIES LIKE ALL WORLD SOCIETIES LIVE TODAY UNDER THE @#OCA
#OLA
IMPACT A SHORTHAND TERM FOR THE COMMODIFICATION -C$ONALDIZATION OR
Q@L LDB B@BNK@UDQRTRBNB@BNK@
!MERICANIZATION OF THE WORLD -ECCA #OLA IS A PRODUCT OF THIS ZEITGEIST
.OTWITHSTANDING THE DECLARED INTENT OF BLOCKING AND COUNTERING !MERICAN
CULTURAL INFLUENCE OVER THE -USLIM AND !RAB WORLD -ECCA #OLA IS IN FACT
NOT A RESPONSE TO #OCA
#OLA BUT STANDS FOR THE CATEGORICAL ADAPTATION TO
@#OCA
#OLA
ISM OR @#OCA
#OLONIALISM 4HE FACT THAT CONSUMERS @DRINK
COMMITTED RATHER THEN @DRINK STUPID AS -ECCA #OLA ADVERTISEMENTS
SUGGEST DOES NOT REDUCE THE IMPACT OF !MERICANIZATION AS CULTURE BUT ONLY
AMPLIFIES IT EVEN WHILE @!MERICA AS A STATE IS BEING VILIFIED 4HAT -USLIM
CULTURE UNDERGOES SUCH A PROCESS OF ADAPTATION IS DOCUMENTED BY OTHER
STUDIES 3UCH STUDIES UNDERSCORE THE EXTENT TO WHICH IN ORDER TO PERSIST IN
THE CONTEXT OF A GLOBAL COMMERCIAL CULTURE CREATED BY GLOBAL CORPORATIONS
SUCH AS #OCA
#OLA -USLIM CULTURE MUST ADAPT TO THE PRACTICAL WAYS OF
LIFE SYMBOLIC CODES AND MATERIAL CULTURE OF CONSUMER SOCIETY 4HEREFORE
THE MORE PEOPLE SUCCEED IN @DRINKING COMMITTED -ECCA #OLA THE
peer-00571558, version 1 - 1 Mar 2011
MORE IN FACT THEY @DRINK STUPID #OCA
#OLA
)N THEIR STUDY OF THE @BRANDING OF )SLAMIC MOSQUES (ILDAY 4EEGEN
AND -ARTA 4EEGEN ARGUE THAT IN TODAYS WORLD -USLIM CULTURE
IS @BRANDED AND @MARKETED INDEED @OBJECTIFIED ALONG LINES SIMILAR TO
THOSE OF COMMERCIAL MERCHANDIZING )N THEIR STUDY OF THE @VISUAL LAN
GUAGE OF MOSQUES LOCATED IN URBAN ENVIRONMENTS IN #AIRO ,OS !NGELES
AND .EW 9ORK THEY FOUND THAT THE SYMBOLS USED TO MARK THE EXTERIOR
OF STOREFRONT MOSQUES ARE CONSTRUCTED WITH AIMS COMPARABLE TO THOSE
APPLIED BY COMMERCIAL CORPORATIONS GAINING @CUSTOMER LOYALTY TO THE
@PRODUCT THE PERCEIVED QUALITY OF THE @PRODUCT POSITIVE ASSOCIATIONS WITH
THE @PRODUCT AND @PRODUCT AWARENESS 4HIS IS EXPRESSED IN THE VISIBLE
DECORATIVE FORMS OF STOREFRONT MOSQUES SUCH AS THE USAGE OF !RABIC FONTS
OR !RABIC WORDS IN ,ATIN ALPHABET IN TEXTUAL SIGNS THE DISPLAY OF DOME
SHAPED IMAGES WHICH ARE AT TIMES CUT OUT OF PLYWOOD AND ATTACHED TO SIGNS
OR THE BUILDINGS AND THE EXTENSIVE USE OF THE COLOR GREEN IN DECORATIONS
ON THE MOSQUES
4EEGEN AND 4EEGEN COMMENT THAT @THE STANDARDIZED SYMBOLS FOUND
ON THE EXTERIORS OF STOREFRONT MOSQUES HAVE TAKEN ON A FIXED MEANING
NAMELY )SLAM AND x THEY ARE STRUNG TOGETHER INTO A COHERENT PICTURE
OF THE WHOLE 4EEGEN AND 4EEGEN 4HEY EMPHASIZE THAT THE
VISUAL SIGNS WHICH CAME TO BE IDENTIFIED AS @)SLAMIC DO NOT NECESSARILY
REPRESENT THE DISTINCT TRADITIONS OF THE COMMUNITIES WHO PRACTICE )SLAM
IN THESE MOSQUES -OREOVER THE CREATION OF A @STANDARDIZED VERSION OF
)SLAM BY ITS BRANDING DIMINISHES THE GREAT HETEROGENEITY AMONG -USLIM
COMMUNITIES "Y INCORPORATING DOME IMAGES INTO STOREFRONT MOSQUES
@-USLIMS HAVE x SUCCESSFULLY APPROPRIATED AN IMAGE IDENTIFIED WITH
)SLAM IN A %URO
!MERICAN TRADITION THROUGH SUCH FILMS AS $ISNEYS !LADDIN
IN THEIR PROCESS OF SELF
IDENTIFICATION 4EEGEN AND 4EEGEN
)N OTHER WORDS -USLIM IDENTITY PUBLICIZES AND REPRODUCES ITSELF THROUGH
CORPORATE
MADE IMAGES PRODUCED BY CORPORATIONS SUCH AS $ISNEY AND IN
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
THE CASE OF THE SOFT DRINK BY #OCA #OLA 4O USE "ENJAMINS "ARBER POWERFUL
METAPHORS JIHAD IS A CREATION OF -C7ORLD NOT ITS OPPOSITE "ARBER
)N 4EEGEN AND 4EEGENS WORDS
!S COMMODITIES ON DISPLAY STOREFRONT -OSQUES ARE THEMSELVES SITES OF
CONSUMPTION THE DECORATIVE VOCABULARY EMPLOYED ON THEIR EXTERIORS IS
THE RESULT OF THE INTERNALIZATION OF A PERCEIVED IDEA OF WHAT CONSTITUTES
AN )SLAMIC IDENTITY THE SO CALLED @$ISNEYFICATION OF )SLAM 4EEGEN AND
4EEGEN
7HAT INDEED TAKES PLACE BEHIND THE BACKS OF -USLIM BELIEVERS IS THAT
RELIGIOUS PRACTICE IS RENDERED INTO COMMERCIAL FORMS 4HIS TRANSLATION
WHILE APPARENTLY LEAVING RELIGION INTACT OR EVEN ENHANCED IN FACT CHANGES
RADICALLY THE MEANING OF RELIGION MAKING IT INTO A COMMODITY 4HUS
THE INVESTMENT IN THE CREATION OF A BRAND IMAGE BY THE PRODUCER OF A PRODUCT
peer-00571558, version 1 - 1 Mar 2011
OR BY LEADERS OF A RELIGIOUS COMMUNITY IS IN EFFECT THE CREATION OF A SOCIAL NORM
WITHIN THE RELEVANT MARKET SEGMENT x "Y BRANDING A RELIGION FOLLOWSHIP IS
CREATED THROUGH SOCIAL NETWORKS x AS IN A COMMERCIAL SETTING WHERE BRAND
IMAGES MUST VISUALLY REPRESENT KEY CUSTOMER BENEFITS BRANDS FOR RELIGIONS
MUST USE SYMBOLS AND ICONS THAT ARE SUPPORTED BYPOSITIVELY ASSOCIATED WITH
THE RELIGIOUS BELIEFS 4EEGEN AND 4EEGEN
4HIS PROCESS OF @MARKETIZATION OF RELIGION IS EMBEDDED IN THE CONTEXT
OF GLOBALIZATION )N THE CASE OF THE MOSQUES THE CONTEXT IS AN URBAN GLOBAL
SPACE 4HE TWO OPPOSING MEGA
TRENDS OF GLOBALIZATION ARE AT WORK HERE
PRACTICAL EVEN MATERIAL HOMOGENIZATION WHICH LEVELS DISTINCTIONS
AND SYMBOLIC HETEROGENIZATION WHICH IS MADE NECESSARY EXACTLY BECAUSE
OF THE GLOBAL @IRONING OF DIFFERENCES 7HILE ANY @PRODUCT MUST TURN INTO
A STANDARDIZED @BRAND IT MUST ALSO BE BRANDED SLIGHTLY DIFFERENTLY FROM
OTHERS IN ORDER TO GAIN A PROMOTIONAL ADVANTAGE OVER THEM 4HUS ON THE
ONE HAND THE MARKETING OF )SLAMIC SPACE INVOLVES THE COLLAPSING OF HETERO
GENEITY INTO A SINGLE GLOBAL PRACTICE WHILE ON THE OTHER @LOCAL IDENTITY IS
CAREFULLY DIFFERENTIATED FROM A @COMPETITION BY ITS VISUAL SYMBOLS SUCH
AS !RABIC CALLIGRAPHY DOME SHAPES AND GREEN COLORS 4EEGEN AND 4EEGEN
LABEL THIS PROCESS OF BRANDING A @STRATEGIC RESPONSE TO GLOBALIZATION
)N SUMMARY 4EEGEN AND 4EEGEN MAINTAIN THAT
STRATEGICALLY THE THREE SYMBOLIC ELEMENTS THE COLOR GREEN THE DOME IMAGES
AND !RABIC TEXT ELEMENTS REDUCE )SLAM TO A COMMON DENOMINATOR THAT CAN
SAFELY TRANSCEND THE VARIOUS DIVISIONS AND DISTINCTIONS WITHIN THE FAITH AND
THUS THE BRANDS VALUE IS ENHANCED GLOBALLY IN TERMS OF LOYALTY ASSOCIATION
AND AWARENESS IN PARTICULAR
!NOTHER CASE IS OFFERED BY 9AEL .AVARO
9ASHIMS STUDY OF THE @FASHIONING
OF THE )SLAMIC VEIL AND OTHER ATTIRE 7HEREAS 4EEGEN AND 4EEGEN ANALYZE
THE @BRANDING OF )SLAM .AVARO
9ASHIN ANALYSES THE @FASHIONING OF )SLAM
3HE REPORTS HOW IN 4URKEY IN THE S AND S DURING A PERIOD OF
TENSION BETWEEN SECULAR NATIONALIST MODERNIZERS BEARERS OF !TATàRKS
Q@L LDB B@BNK@UDQRTRBNB@BNK@
HERITAGE AND )SLAMIC NEO TRADITIONALISTS FOLLOWERS OF 4URGUT /ZAL
THE COMMODITIES MARKET EMERGED AS ONE OF THE MAJOR ARENAS IN WHICH
CONTENDING IDENTITIES WERE CONSTRUCTED AROUND GOODS WHICH SERVED AS
@IDENTITY MARKERS FOR EACH SIDE SO THAT @THERE WERE NOW COMMODITIES TO
LABEL EVERY IDENTITY .AVARO 9ASHIN
.AVARO 9ASHIM REPORTS THAT
0OLITICS OF CULTURE BETWEEN SECULARISTS AND )SLAMISTS IN 4URKEY IN THE
;TIME= x DEVELOPED IN THE CONTEXT OF CONSUMER MARKET INFLUENCED BY GLOB
ALIZATION ;AND= SO CENTRAL WAS CONSUMERISM TO THE SOCIAL LIFE OF THIS PERIOD
THAT POLITICAL CONFLICTS WERE ORGANIZED EXPRESSED AND MEDIATED THROUGH THIS
MEDIUM
)N FACT CAPITALISM IN GENERAL AND CONSUMERIST CAPITALISM IN PARTICULAR
ADVANCED IN 4URKEY IN TWO PARALLEL VERSIONS SECULAR AND RELIGIOUS SO THAT
@THERE IS NOW ;A= FULLY FLEDGED COMMODITY MARKET FOR BOTH )SLAMIST AND
peer-00571558, version 1 - 1 Mar 2011
SECULARIST IDENTITIES IN 4URKEY .AVARO
9ASHIN RELATES FURTHER THAT @CULTURAL
IDENTITIES WERE PACKAGED UP TO BE ASSUMED IN COMMODITY FORM "ATTLES
OVER POLITICAL DIFFERENCE WERE WAGED THROUGH THE MEDIUM OF CONSUMPTION
!ND SO AS NEW GOODS WERE PUT ON THE MARKET BY COMPANIES
NEW FORMS OF @BEING AND @IDENTITY WERE SHAPED AS WELL "USINESSES BEGAN
TO CRAFT AND SELL @4URKISH AUTHENTICITY WHETHER SECULARIST OR )SLAMIST
#ONSUMERS ASSUMED THAT THERE WAS @AUTHENTICITY IN WHAT THEY WORE AND
ATE ALTHOUGH MARKET
PRODUCED
/F SPECIAL INTEREST BECAUSE OF THEIR VISIBILITY AND BECAUSE THEY HAVE
COME TO SYMBOLIZE A @CLASH OF CIVILIZATIONS IN %UROPE ESPECIALLY &RANCE
ARE THE VEIL AND THE HEADSCARF 3INCE THE MID
S THEY APPEARED IN
THE PUBLIC SPHERE IN 4URKEY AS ELSEWHERE IN THE -USLIM WORLD AND LITTLE
LATER ALSO IN %UROPE AS THE ULTIMATE SYMBOL OF )SLAMIZATION AND HENCE
ONE OF THE MOST ACRIMONIOUS BONES OF CONTENTION BETWEEN SECULARISTS
AND FUNDAMENTALISTS 4HIS RE
TRADITIONALIZATION IN THE CONDITIONS OF
PRESENT
DAY GLOBALIZATION HAS ACQUIRED THE NAME OF @.EW 6EILING -AC,EOD
#INAR !LEV DESCRIBES THE RIVALRIES GROUPED AROUND THE VEILING ISSUE
AS A @NEW POLITICAL PARADIGM
7HAT IS IMPORTANT FROM THE PERSPECTIVE OF THIS STUDY IS THAT WOMENS
VEILS AS WELL AS HEADSCARVES OVERCOATS AND OTHER @)SLAMIC FEMALE OUTFITS
AND ATTIRE HAVE BECOME COMMODIFIED AND FASHIONED /NE BUSINESSMAN
FROM THE 4EKBIR BRAND WHICH GRANTS ITSELF THE TITLE OF @4HE WORLD TRADE
MARK IN COVERED WOMENS CLOTHING RELATED HIS CONCEPT OF )SLAMIC CON
SUMERISM ESPECIALLY WOMENS TRADITIONALIST @COVERED FASHION
4HERE WERE WOMEN WHO DECIDED TO COVER AFTER SEEING THE VARIETIES IN OUR
EXHIBITION 7E WORKED ON THIS CONCEPT IN OUR ADVERTISEMENTS WE USED THE
IMAGES OF COVERED WOMEN AS DOCTORS STUDENTS AND BUSINESS EXECUTIVES 7OMEN
THOUGHT THAT THEY WOULD BE FORCED TO @ENTER SACK ;IE DRESS DOWDILY= IF THEY
PRACTICED )SLAM 7E BROKE THIS CONCEPTION !LL ORGANS OF THE MEDIA HAD TO
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
ADMIT THAT COVERING IS BEAUTIFUL 7HAT PREACHERS COULD NOT ACCOMPLISH THROUGH
THEIR SERMONS WE WERE ABLE TO COMMUNICATE THROUGH OUR SHOPS AND FASHION
SHOPS CITED IN .AVARO
9ASHIN
9ET IT DID NOT ESCAPE THE GAZE OF MORE ORTHODOX -USLIMS THAT HEDONISTIC
CAPITALISM AND ASCETIC )SLAMISM CAN HARDLY PREVAIL TOGETHER !S A -USLIM
COLUMNIST WROTE
7E OPPOSED x FASHION SHOWS ON THE GROUNDS THAT THEY ERODED A THRIFTY
PHILOSOPHY OF LIFE AND THE )SLAMIC PRINCIPLES OF MODESTY ASCETICISM AND
ABSTENTION FROM WORLDLY PLEASURES 4HESE FASHION SHOWS WERE APPROVED BY
-USLIMS WHO SUBMITTED TO THE HEGEMONY OF CAPITALIST RELATIONS OF BUSINESS
CITED IN .AVARO
9ASHIN
.AVARO
9ASHIN SUMMARIZES THE TRANSMUTATION OF THE VEIL AND OTHER
SUCH SYMBOLS UNDER THE CONDITIONS OF CONSUMERISM IN A "AUDRILLARDIAN
REFLECTION UPON THE @PURE SIGNIFIER
peer-00571558, version 1 - 1 Mar 2011
.OW WOMEN CONSUMED @VEILS IN AND OF THEMSELVES RATHER THAN FOR WHAT THEY
STOOD FOR 4HE STRUGGLE FOR )SLAMIC LIFE AND POLITICS HAD BEEN DILUTED IN THE
PROCESS OF CONSUMERISM INTO A STRUGGLE FOR @THE VEIL ALONE )T WAS NO LONGER
REQUIRED OF SIGNIFIERS TO EVEN PRODUCE NEAT EFFECTS OF REALITY 4EKBIR VEILS DID
NOT HAVE TO REPRESENT @)SLAMIC MORALITY IN AN UNPROBLEMATIC WAY FOR THEM
TO BE POPULARLY WORN 6EILS WERE ONLY SIGNIFIERS NOW NOT REQUIRING THE OTHER
HALF OF THE ORDERLY BINARY PAIR A SIGNIFIED .AVARO
9ASHIN
.AVARO
9ASHIMS OWN INTERPRETATION OF HER VERY PERCEPTIVE OBSERVA
TIONS DIFFERS FROM THE INTERPRETATION OF THE SAME FINDINGS WHICH IS OFFERED
IN THIS ARTICLE AS EXPOUNDED MORE FULLY BELOW 3HE ACCEPTS THE COM
MODIFICATION OF MEANING AND AUTHENTICITY AS A COMMON FACT ARGUING THAT
THE FACT THAT IDENTITIES ARE PRODUCED IN THE CONTEXT OF THE MARKETPLACE
@DOES NOT DIMINISH THEIR PERSONAL OR EXISTENTIAL MEANING AND POTENCY
.AVARO
9ASHIN )N HER VIEW SINCE IDENTITIES ARE NOT @REAL IN
THE ESSENTIALIST SENSE OF THE TERM IT DOES NOT MATTER THAT THEY ARE COM
MODIFIED (OWEVER IN SUCH A CASE SHE LOSES ANY CRITICAL GROUNDS AND HAS
TO ACCEPT ANY CONSTRUCTED IDENTITY AT ITS FACE VALUE
#OMPARABLE OBSERVATIONS REGARDING THE FASHIONING OF THE -USLIM
FEMALE HEADSCARF AND RELATED ACCESSORIES IN 4URKEY ARE OFFERED BY
/ZLEM 3ANDIKCI AND 'ULEZ 'ER 4HEY ALSO FIND THAT CONSUMERISM HAD A
GREAT IMPACT ON THE PRACTICES ASSOCIATED WITH WOMENS COVERED FASHION
4HEY FIND A MAJOR CONCERN OF -USLIM WOMEN WITH @BEAUTIFICATION @TO BE
WELL GROOMED ADORNED AND BEAUTIFUL AND THEY INDICATE THAT @THIS CON
CERN MIGHT HAVE BEEN CONSIDERED AS CONFLICTING WITH TWO TENETS OF )SLAM
AVOIDANCE OF WASTE AND SEXUAL ATTENTION 3ANDIKCI AND 'ER
9ET IN THEIR VIEW @THE EMPHASIS ON APPEARANCE INDICATES NOT ONLY CHANGES
IN WHAT RELIGIOUS COVERING MEANS BUT AT A DEEPER LEVEL THE QUEST FOR
BEING @MODERN 4HEY CONTEST THE NOTION OF A CONTRAST BETWEEN
@)SLAM AND @CONSUMERISM AND ARGUE THAT RATHER THAN CONSIDERING THE
SCARF TO BE A @FIXED SIGNIFIER OF EITHER OPPRESSION OR OPPOSITION IT MAY
Q@L LDB B@BNK@UDQRTRBNB@BNK@
BE CONSIDERED AN @UNSTABLE SIGN @A CULTURAL CODIFIER OF THE TENSIONS AND
PROMISES OF MODERNITY 4HEY MAINTAIN THAT THERE IS NO REASON
TO IDENTIFY VEILED WOMEN WITH TRADITIONALITY @4HE HEADSCARF RUPTURES
THIS LINEAR AND STRUCTURAL READING OF THE RELATIONSHIP BETWEEN 7ESTERN
FASHION AND MODERNITY COMPLICATING THE NOTION THAT THERE IS NO SPACE
FOR FASHION AND MODERNITY IN )SLAM (OWEVER THEIR ARGUMENT
IS CYCLICAL )F THEY CONVINCE THEIR READERS THAT THERE IS NO TENSION BETWEEN
)SLAM AND CONSUMERISM IN CONTEMPORARY 4URKEY THEY CONVINCE THEM
THAT THE )SLAMIC MODE OF LIFE HAS BEEN RENDERED INTO SOMETHING UNDIFFER
ENTIATED FROM MODERN CAPITALIST CULTURE !S /LIVIER 2OY PUTS IT @7HEN
EVERYTHING HAS TO BE )SLAMIC NOTHING IS 2OY )N THIS CASE THE
VEIL MAY BE CONSIDERED INDEED AS JUST ANOTHER FASHION ITEM OF SHOPPING
BEAUTIFICATION AND OTHER CONSUMERIST RITUALS "UT HOW DID THIS COME TO
PASS ,ET US NOW TURN AGAIN TO THE META
EMPIRICAL CONCERNS RAISED AT THE
peer-00571558, version 1 - 1 Mar 2011
BEGINNING OF THE ARTICLE
-ETA
#OLA
)N THE LITERATURE ON RELATIONS BETWEEN THE GLOBAL AND THE LOCAL THERE ARE
TWO MAJOR APPROACHES TO THE QUESTIONS OF AUTHENTICITY VERSUS COMMODI
FICATION AND THE LOCAL VERSUS THE GLOBAL ONE WHICH GIVES PRIORITY TO
COMMODIFIED HOMOGENIZATION AND ONE WHICH GIVES PRIORITY TO LOCAL
NEO
TRADITIONAL HETEROGENIZATION 4HE FORMER GENERALLY PREDICTS THE
!MERICANIZATION OF VARIOUS CULTURES THE LATTER USUALLY REGISTERS THE RE
SILIENCE OF LOCAL CULTURES AND A VARIETY OF FUSIONS BETWEEN THE GLOBAL AND
THE LOCAL 4HE IMPULSE OF THE @LOCAL SUSPENDS REFINES OR DIFFUSES INTAKES
FROM THE @GLOBAL SO THAT @AUTHENTIC TRADITIONAL AND LOCAL CULTURES DO
NOT DISSOLVE RATHER THEY INGEST GLOBAL FLOWS 4HE FORMER APPROACH
IS KNOWN AS CULTURAL IMPERIALISM $ISNEYIZATION #OCA
#OLONIZATION
AND -C$ONALDIZATION "RYMAN 2ITZER 4OMLINSON
7AGENLEITNER THE LATTER IS KNOWN AS CREOLIZATION HYBRIDIZATION
AND INDIGENIZATION "HABHA (ANNERTZ .EDERVEEN 0IETERSE
&OR THE SAKE OF SIMPLICITY WE SHALL CALL THE FORMER A @ONE
WAY AP
PROACH SEEING THE EFFECT AS EMANATING FROM THE COMMODIFIED GLOBAL TO
THE @AUTHENTIC LOCAL AND THE LATTER A @TWO
WAY APPROACH SEEING THE EFFECT
AS AN INTERCHANGE BETWEEN THE TWO POLES
'EORGE 2ITZER IS AMONG THE MOST PROMINENT ADVOCATES OF THE ONE
WAY APPROACH )N HIS BOOK 4HE -C$ONALDIZATION OF 3OCIETY HE
CONSIDERS GLOBALIZATION AS A SWEEPING AND UNEQUIVOCAL HOMOGENIZATION
BASED ON TECHNOLOGICAL EFFICIENCY OR WHAT -AX 7EBER DEFINED AS INSTRU
MENTAL RATIONALIZATION &ROM THIS PERSPECTIVE -C$ONALDIZATION IS AN
UPGRADED VERSION OF THE PREVALENT RATIONALIZATION OF THE @LIFEWORLD A
PROCESS DESTINED TO ANNUL ALL SORTS OF @LOCAL OR @AUTHENTIC CULTURES )T IS NOT
DIFFICULT TO DISCERN HERE THE FOOTPRINTS OF BOTH LIBERAL AND -ARXIST THEORIES
OF MODERNIZATION
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
$ANIEL -ILLER IS AN ADVOCATE OF THE TWO
WAY APPROACH (E CONSIDERS
CONSUMERS TO BE ACTIVE AGENTS WHO CONSTRUCT THEIR IDENTITY THROUGH THE
MATERIAL OBJECTS THAT THEY CONSUME )N HIS VIEW
%STONIANS 4RINIDADIANS AND 0HILIPPINES ALL SEEK TO LAY CLAIM TO WHAT MAY
BE REGARDED AS THE MODERNITY STYLE OF #OCA
#OLA OR -ARLBORO CIGARETTES BUT
IN ALL THREE CASES THEY HAVE DEVELOPED MECHANISMS FOR DISAGGREGATING THE
QUALITIES SYMBOLIZED BY 7ESTERN GOODS INTO THOSE THAT THEY ARE ABLE TO DESIRE
TO ACCEPT AS AGAINST THOSE QUALITIES THAT THEY SEE AS EVIL OR AT LEAST INAUTHENTIC
TO THEMSELVES -ILLER
-ILLER BELIEVES IN THE @ABILITY OF GROUPS TO USE THE VARIABLE OBJECTIFICA
TIONS AVAILABLE IN A RANGE OF COMMODITIES TO CREATE MUCH MORE SUBTLE AND
DISCRIMINATORY PROCESS OF INCORPORATION AND REJECTION THAN THAT ALLOWED FOR
IN SIMPLE MODELS OF !MERICANIZATION OR GLOBALIZATION -ILLER
(E THUS ADOPTS FROM (EGEL AND -ARX THE THEORY OF @OBJECTIFICATION THE
peer-00571558, version 1 - 1 Mar 2011
DEVELOPMENT OF CULTURE THROUGH THE EXTERNALIZATION OF CREATED OBJECTS
ARTIFACTS AND THEIR SUBLIMATION AS PART OF THE SUBJECTS ENHANCED IDENTITY
9ET BY DENYING THE DISRUPTIVE MOMENT OF ALIENATION THE ESTRANGEMENT
OF THE OBJECTS
CUM
COMMODITIES UNDER CAPITALIST RELATIONS OF PRODUCTION
HE REMOVES FROM THIS APPROACH ITS CRITICAL STING
"ASED UPON THE CASES AND EXAMPLES DISCUSSED ABOVE THIS ARTICLE NOW
WISHES TO OFFER A RESOLUTION TO THE THEORETICAL DICHOTOMY WHICH DISRUPTS
THE LITERATURE AND TO SUGGEST A WAY TO TRANSCEND THE ONE
WAYTWO WAY COM
MODIFICATIONAUTHENTICITY OR GLOBALLOCAL CONTROVERSY 4HIS PROPOSAL
REINFORCES A MODEL SUGGESTED EARLIER BASED ON ANALYSIS OF THE @-C$ONALD
IZATION OF )SRAEL 2AM )N PLACE OF THIS DICHOTOMY A MODEL IS PRO
POSED WHICH DIFFERENTIATES THE EFFECTS OF GLOBAL COMMODIFICATION ON TWO
DISTINCT SOCIETAL LEVELS )T WORKS AS FOLLOWS BOTH PERSPECTIVES ARE VALID YET
THEY APPLY TO DISCRETE SOCIETAL LEVELS 4HE ONE
WAY APPROACH IS RESTRICTED
TO ONE LEVEL OF SOCIAL REALITY THE STRUCTURALnINSTITUTIONAL LEVEL PATTERNS
AND PRACTICES WHICH ARE INSCRIBED INTO MATERIAL CULTURE INSTITUTIONS AND
ORGANIZATIONS THE TWO
WAY APPROACH IS RESTRICTED TO THE SYMBOLIC
EXPRESSIVE
LEVEL OF SOCIAL REALITY THE LEVEL OF EXPLICIT SYMBOLIZATION &INALLY IN THE
MODEL SUGGESTED HERE THE ONE
WAY STRUCTURAL HOMOGENIZATION PROCESS AND
THE TWO
WAY SYMBOLIC HETEROGENIZATION PROCESSES ARE THE DIVERSE EFFECTS
OF A UNITARY SYSTEM
7HEREAS EACH OF THE RIVAL PERSPECTIVES IN THE COMMODIFICATIONn
AUTHENTICITY ENCOUNTER IS ATTUNED TO ONLY ONE OF THESE LEVELS IT IS PROPOSED
THAT COMMODIFIED GLOBALIZATION BE SEEN AS A COMPOSITIONAL PROCESS THAT IS
SIMULTANEOUSLY ONE
SIDED AND TWO
SIDED BUT ON TWO DISTINCT SOCIETAL LEVELS
ON THE STRUCTURAL LEVEL COMMODIFIED GLOBALIZATION IS A ONE
WAY STREET BUT
ON THE SYMBOLIC LEVEL IT IS TWO
WAY STREET
(ENCE THE TWO
WAY APPROACH TO GLOBALIZATIONnCOMMODIFICATION WHICH
HIGHLIGHTS THE PERSISTENCE OF CULTURAL @DIFFERENCE IS VALID EMPIRICALLY
BUT IT DOES NOT PROVIDE A SATISFACTORY THEORETICAL ANALYSIS )T RIGHTLY ACCOUNTS
Q@L LDB B@BNK@UDQRTRBNB@BNK@
FOR THE DIVERSITY WHICH DOES NOT SUCCUMB TO HOMOGENEITY n -ECCA #OLA
APPEALS TO -USLIM CONCERNS -OSQUES ARE ATTRACTIVE BY THEIR COLORS AND
SHAPES THE VEIL AND OTHER WOMENS COVER CLOTHING ITEMS ARE POPULAR "UT
ALL THIS HAPPENS ON THE SYMBOLIC LEVEL 4HE @DIFFERENCE THAT RENDERS THE
LOCAL DISTINCTIVE OR @AUTHENTIC HAS MANAGED TO SUBSIST OR EVEN FLOURISH
ANEW 9ET AT THE SAME TIME ON THE STRUCTURAL LEVEL COMMODIFICATION THE
GREAT LEVELER OF @SAMENESS PREVAILS -ECCA HAS BECOME #OCA
#OLONIZED
THE -OSQUE HAS BECOME BRANDED THE VEIL HAS BECOME A FASHION
3O WHILE ON THE SYMBOLIC LEVEL )SLAM MAY NOT ONLY BE PRESERVED BUT
REVIVED THE ACTUAL EVEN MATERIAL TERMS OF LIFE IN CONSUMPTIVE )SLAMIC
SOCIETIES COINCIDE WITH THOSE OF OTHER CAPITALIST SOCIETIES 4HE COMMON
LANGUAGE FORMED IN INSTITUTIONS AND PRACTICES IS THE PRACTICAL LANGUAGE
OF COMMERCIALnINSTRUMENTALnTECHNOLOGICAL SOCIAL ORGANIZATION OF THE
COMMODIFICATIONnRATIONALIZATION OF SOCIAL RELATIONSHIPS MATERIAL CUL
peer-00571558, version 1 - 1 Mar 2011
TURE PRODUCTION AND CONSUMPTION 4HIS PRACTICAL LANGUAGE PREVAILS EVEN
AS IT TOLERATES OR AT POINTS EVEN PROMOTES DIVERSE EXPRESSIVEnSYMBOLIC
LANGUAGES
4HE DISTINCTION DRAWN HERE BETWEEN THE STRUCTURAL AND THE SYMBOLIC
LEVELS WHEREIN THE FORMER IS GLOBALLY HOMOGENIZED AND COMMODIFIED
WHILE THE LATTER RETAINS LOCAL HETEROGENEITY AND AUTHENTICITY IS NOT ENTIRELY
NEW )T WAS PRESAGED IN TWO CONTEMPORARY CLASSICAL ANALYSES ONE BY $EAN
-AC#ANNELL AND THE OTHER BY (ERBERT 'ANS )N HIS STUDY
OF MODERN TOURISM -AC#ANNELL PROPOSED THE CONCEPT OF @STAGED
AUTHENTICITY A COMMERCIALLY MANUFACTURED TOURISTIC @AUTHENTICITY WHICH
INCORPORATES THE @OTHER WITHIN THE MODERN WESTERN MIDDLE CLASS ORDER
)N HIS STUDY OF ETHNIC IDENTITY IN !MERICA 'ANS PROPOSED THE CON
CEPT OF @SYMBOLIC ETHNICITY A NOSTALGIC ALLEGIANCE OF THIRD GENERATION
IMMIGRANTS TO THE COUNTRY OF ORIGIN OF THEIR ANCESTORS A PUTATIVE @ETHNIC
REVIVAL WHICH ATTESTS TO THEIR ACCULTURATION AND ASSIMILATION IN THE NEW
COUNTRY )N THESE CASES @MODERNITY AND @!MERICA RESPECTIVELY DISPLAY
THE SAME FUNDAMENTAL CHARACTERISTICS DISCERNED HERE WITH REGARD TO
COMMODIFIED GLOBALIZATION A DEEP SEATED STRUCTURAL UNIFORMITY ENCRUSTED
WITH A VENEER OF SYMBOLIC DIVERSITY
)N OTHER WORDS THE VARIETY OF LOCAL CULTURAL IDENTITIES @LICENSED AND EVEN
MANUFACTURED UNDER GLOBAL CAPITALIST COMMERCIAL EXPANSION DISGUISES THE
UNIFIED FORMULA OF CAPITAL ENHANCING ITS LEGITIMACY AND FOSTERING ITS SALES
)T IS IN THIS VEIN THAT &REDRIC *AMESON CONTENDS THAT THE KALEIDOSCOPE
OF IDENTITIES AND STYLES THAT CHARACTERIZES POSTMODERN CULTURE IS IN FACT
AN EXPRESSION OF THE NEW n GLOBAL POST &ORDIST n PRODUCTION SYSTEM 4HE
OFT CHANGING OFT FRAGMENTING CYCLES OF POSTMODERN CONSUMPTION SUIT THE
TECHNOLOGICALLY DRIVEN CYCLES OF PRODUCTION BY CONSTANTLY CREATING NEW
MARKETS AND CONSTANTLY MARKETING INVENTIONS 0OSTMODERNITY AND THE
NEW AUTHENTICITY AND IDENTITY THAT IT FOSTERS DIVULGE THE CULTURAL LOGIC OF
POST &ORDIST CAPITALISM *AMESON
D T Q N O D @ M I N T Q M @ K N E B T KS T Q @ K R S T C H D R
4HIS STUDY HAS SHOWN A NUMBER OF INSTANCES OF THE PROCESS WHEREBY
GLOBAL COMMODITIES APPROPRIATE LOCAL TRADITIONS 2ICK &ANTASIAS DEDUCTION
ABOUT THE COMMERCIALIZED STANDARDIZED CROISSANT IN &RANCE IS EQUALLY
APPLICABLE TO THE CASE PRESENTED HERE @THE MEDIUM OF THE SOCIAL ORGANIZA
TION OF FAST FOOD IS THE MESSAGE AND NOT SIMPLY THE EXCHANGE OF EQUIVALENT
CULTURAL hTASTESv &ANTASIA )NDEED FROM THE END
USERS OR
INDIVIDUAL CONSUMERS PERSPECTIVE THE PARTICULAR EXPLICIT SYMBOLIC @DIFFER
ENCE MAY BE A SOURCE OF SOME EMOTIONAL GRATIFICATION BUT FROM THE PER
SPECTIVE OF THE SOCIAL STRUCTURE THE SYSTEM OF PRODUCTION CONSUMPTION AND
MATERIAL CULTURE WHAT MATTERS IS THE EXACT OPPOSITE n NAMELY THE IMPLICIT
STRUCTURAL HOMOGENIZATION SPAWNED BY COMMODIFICATION
4HIS STUDY HAS ILLUSTRATED THE TENSIONS BETWEEN COMMODIFIED AND
@AUTHENTIC IDENTITIES AND SYMBOLS THEREOF AND HAS PROPOSED THAT THE
RELATIONS BETWEEN THE GLOBAL COMMODIFICATION AND THE @AUTHENTIC LOCAL
peer-00571558, version 1 - 1 Mar 2011
SHOULD BE CONSIDERED AS A COMPOSITE OF THE STRUCTURAL AND SYMBOLIC LEVELS
A COMPOSITE IN WHICH THE STRUCTURAL INHERENTLY APPROPRIATES THE SYMBOLIC
YET WITHOUT EXPLICITLY ABOLISHING IT )T PROPOSES THE TERM @GLOCOMMODIFICA
TION TO CAPTURE THIS MODEL OF THE SUBSUMING OF LOCAL SYMBOLS BY COMMODIFIED
STRUCTURES 'LOCOMMODIFICATION IS THE GENERAL DRIFT TOWARDS ON THE ONE
HAND PLANETARY COMMODIFICATION AND INSTRUMENTALIZATION AND ON THE
OTHER TOWARDS A PROLIFERATION OF SYMBOLS OF LOCAL AND @AUTHENTIC IDENTITIES
-ECCA #OLA ACHIEVES THE OPPOSITE OF WHAT IT DECLARES IT DOES IT DISPENSES
THE -USLIM IDIOM INTO THE VESSELS OF !MERICAN COMMODIFICD CULTURE
7HILE @-ECCA WINS SYMBOLICALLY @#OLA WINS STRUCTURALLY
.OTES
'EORGE 2ITZER DISCUSSES THE DIFFERENCE BETWEEN THE AUTHENTIC AND
INAUTHENTIC IN TERMS OF @SOMETHING VERSUS @NOTHING
&OR A HISTORY AND ANALYSIS OF #OCA
#OLAS BOTTLE SEE 'ILBORN
)N ANOTHER INTERPRETATION THE #OCA
#OLA BOTTLE IS DESCRIBED AS A @BREAST
SUBSTITUTE "ERGER
)CONS ARE IMAGES AND IDEAS CONVERTED INTO THREE DIMENSIONS 4HEY ARE
ADMIRED ARTIFACTS EXTERNAL EXPRESSIONS OF INTERNAL CONVICTIONS EVERYDAY
THINGS THAT MAKE EVERY DAY MEANINGFUL FROM THE 'REEK EIKON n @AN OBJECT
OF UNCRITICAL DEVOTION &ISHWICK
/NE HAS TO DISTINGUISH OF COURSE BETWEEN !MERICANIZATION AS A DEEP
LEVEL
PROCESS AND THE CIRCUMSTANTIAL OBJECTIONS TO !MERICAN FOREIGN OR MILITARY
POLICIES
)N A PARALLEL THOUGH DISTINCT ARGUMENT 2OY SUGGESTS THAT THE NEW
MILITANT )SLAMISM IS IN LARGE PART A RESULT OF MODERN CONDITIONS RATHER THAN
A RETURN TO PRE
MODERN ONES &URTHER DISCUSSION OF HIS CONVINCING VIEWS
WOULD LEAD US OUTSIDE THE CONFINES OF THIS ARTICLE
!LEVS EXUBERANT STUDY EXPLORES THE CULTURAL DIMENSIONS OF THE
RIVALRY BETWEEN MODERNITY VERSUS TRADITIONALISM IN 4URKEY AND ARGUES
THAT BOTH HARNESS IDENTITY POLITICS USING SIMILAR TECHNIQUES AND FOR SIMILAR
MODERN NATIONAL PROJECTS
Q@L LDB B@BNK@UDQRTRBNB@BNK@
4HE LOGIC OF THE ARGUMENT CAN BE ILLUSTRATED THROUGH THE EXAMPLE OF
NATIONAL FLAGS /N THE EXPLICIT LEVEL EACH OF THE WORLDS NATIONAL FLAGS
IS UNIQUE IN TERMS OF ITS SYMBOLIC MAKE
UP COLORS FIGURES ETC MAKING
IT SIGNIFICANT TO THE PEOPLE THAT IT REPRESENTS "UT ON AN IMPLICIT LEVEL ALL
FLAGS SHARE THE SAME CODE OF @NATIONAL hFLAGNESSv SO TO SPEAK THEY CONSIST
OF A PIECE OF COLORED CLOTH ON A POLE AND MORE IMPORTANTLY THEY LEND
THEIR FOLLOWERS A SENSE OF COMMON NATIONAL IDENTITY 4HE SAME IS TRUE OF
THE BEVERAGES THE DESIGNS AND CLOTHES DISCUSSED HERE 7HILE THEY LOOK
@DIFFERENT THEIR PRODUCTION AND CONSUMPTION RELATIONS AND THE MATERIAL
CULTURE THAT THEY INVOLVE ARE THE @SAME AS THE REST OF THE WORLD
4RANSNATIONAL CORPORATIONS ARE QUICK TO TAKE ADVANTAGE OF MULTICULTURALISM
POST
COLONIALISM AND ETHNOGRAPHY AND EXPLOIT GENUINE CULTURAL CONCERNS
TO THEIR BENEFIT )T IS WORTH QUOTING AT SOME LENGTH A FORMER #OCA
#OLA
MARKETING EXECUTIVE
#ONCEPT 7E DONT CHANGE THE CONCEPT 7HAT WE DO IS MAYBE CHANGE THE
peer-00571558, version 1 - 1 Mar 2011
MUSIC MAYBE CHANGE THE EXECUTION CERTAINLY CHANGE THE CASTING BUT IN
TERMS OF WHAT IT SOUNDS LIKE AND WHAT IT LOOKS LIKE AND WHAT IT IS SELLING
AT A PARTICULAR POINT IN TIME WE HAVE KEPT IT MORE OR LESS PATTERNED
;/UR ACTIVITY= HAS BEEN ALL KEYED ON A LOCAL BASIS OVERLAID WITH AN
UMBRELLA OF THE GLOBAL STRATEGY 7E HAVE BEEN DEALING WITH VARIOUS
ETHNIC DEMOGRAPHIC GROUPS WITH AN OVERALL CONCEPT 6ERY RECENTLY
THE COMPANY HAS MOVED TO A MORE FRAGMENTED APPROACH BASED ON THE
ASSUMPTION THAT THE MEDIA TODAY IS FRAGMENTED AND THAT EACH OF THESE
GROUPS THAT ARE TARGETED BY THAT MEDIA CORE SHOULD BE COMMUNICATED TO
IN THEIR OWN WAY WITH THEIR OWN MESSAGE WITH THEIR OWN SOUND WITH
THEIR OWN VISUALIZATION /HMANN n
-ATTEL THE MANUFACTURER OF THE FAMED "ARBIE DOLL PROVIDES ANOTHER CASE
OF THE COMMODIFICATION OF IDENTITIES 2ECENTLY THE COMPANY DECIDED TO
DIVERSIFY THE DOLLS WARDROBE WITH VARIOUS @FOLK CUSTOMS "ARBIE WHO
IN BEGAN LIFE AS A SLIM !MERICAN BLONDE BECAME MULTIRACIAL AND
MULTINATIONAL IN THE S /NE MILLION "ARBIE DOLLS ARE SOLD EACH WEEK IN
COUNTRIES SEE 6ARNEY 3OME ARE SUPPOSED TO EMBODY IN COLOR AND
FORM GARMENTS AND ACCESSORIES THE LOCAL FEMININE STYLE "UT AS 6ARNEY
OBSERVES THE @LOCAL VERSIONS OF "ARBIE ARE SHALLOW FABRICATED IMAGES OF
THE TEXTURE OF LOCAL LIFE WHICH IS CRUSHED UNDERNEATH THE GLOBAL MARKETING
PRESS !S LOCAL IDENTITY IS LOST MULTINATIONAL "ARBIES AND THEIR COUNTERPARTS
BECOME THE ONLY AVAILABLE SIGNIFIERS OF LOCAL CULTURES (ENCE IRONICALLY
THE "ARBIE DOLL LIKE OTHER GLOBAL COMMODITIES OFFERS A SURROGATE @IDENTITY
A SUBSTITUTE FOR THE ABSENCE OF A CREATION OF THEIR OWN &OR A SIMILAR
ANALYSIS OF COMMERCIAL APPROPRIATION OF THE POSTMODERN AND POST COLONIAL
DISCOURSE ON @DIFFERENCE SEE /NO AND "UESCHER WHO DECIPHERS THE
COMMODIFICATION OF NATIVE !MERICAN WOMEN IN THE MOVIE 0OCAHONTAS AND
3HUGART ET AL WHO ANALYZE THE APPROPRIATION OF FEMINIST THEMES IN
THE MEDIA &OR THE COMPOSITE MODEL SUGGESTED HERE SEE ALSO 2AM
2EFERENCES
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peer-00571558, version 1 - 1 Mar 2011
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peer-00571558, version 1 - 1 Mar 2011
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peer-00571558, version 1 - 1 Mar 2011
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