For our particular case study, we will be looking at the role Coca-Cola and McDonalds play in global popular culture and the global information exhange. We will be considering how these culture industries are portrayed diffently in various nations, and how the specific values of these brands are communicated. We will also be looking into the role these industries play in the global information exhange, and why, if at all, this exchange is Westernized.
MORSE, J. (2009). COCA-COLA, COMMUNICATION, AND CONFUSION. ETC: A Review of General Semantics, 66(2), 162-166. Retrieved from Academic Search Complete database.
This source discusses one example of how and why Coca-Cola was modified for Chinese consumers. We will be using this article to evaluate why or why not the different cultural aspects forced Coca-Cola to reevaluate their ads.
FONTENELLE, I. (2008). Rationalization, Reenchantment and Resistance in the Culture of Brands: On the Constitution of and Challenge against the McDonald's Brand. International Sociological Association, Barcelona, Spain.
This article discusses the "forms of rationalization of McDonald's as a brand a paradigm for a way of life." We will be using this article to decipher the ways in which McDonalds brands are used in different cultures, and how these brands portray specific values and beliefs within each culture.
Foster, Robert J. (2008). Coca-Globalization: Following Soft Drinks from New York to New Guinea. 275. Palgrave Macmillan, New York.
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. Based on field observations and interviews, as well as archival and library research, this book is about the cultural consequences and political prospects of globalization, including new forms of consumer citizenship and corporate social responsibility.