Coca Cola as Citizenship

I remember a lot of students wrote down Coca Cola as the thing that represents America the best. This can be fully explained by reading Mark Weiner’s text since it explains the whole process of Coca Cola becoming the national representation of America. During World War II, Coca Cola became a crucial part of life for the servicemen and armed forces due to the assistance of the State in distributing and spreading the beverage Coca Cola. This process was reinforced through creating the patriotic image of Coca Cola and thus strongly evoked the homesickness and memory of personal experiences in their hometown. The manufacturers make their consumer goods appealing by linking them to the aspects of culture and civic consciousness, which made it possible for the society to see those goods as a symbol of national identity. The visual image that showed the strong fulfillment of the thirst by drinking a cup of Coca Cola was connected to the victory and freedom that will be achieved through participating in war and encouraging those who were in the field of battle. All these connections among the Coca Cola, the frustration and hope that Americans had to witness during the war and the civic response contributed to the birth of Coca cola as the new representative of American national identity. This mere consumer item achieved social and political meaning in the context of World War II, and this symbol has spread all across the world. Coca Cola as itself didn’t have any social implication or connotation but when this product was combined with American’s personal experiences and memories during World War II, it created the Coca Cola as a sign. This sign was constructed, structured and pictorialized in the discourse of World War II and this whole process eventually made a change in interpreting Coca Cola in a specific political context.

Mark Weiner further expands the concept of Coca Cola as a national identity to the critical aspects of mass consumption and consumer society. Coca Cola and America now have strong tie so that we can’t perceive Coca Cola without thinking about America. But what does this say about the political life in America? The author is saying that “Consumers form real communities around what they purchase, communities that hold affective and even political meanings for their members”. That is, consumers share their political beliefs through the experience of mass consumption thus gaining a membership in a certain community. Rather than respecting individual’s own ethnic identity and valuing diversity, Coca Cola has bounded all the people in America as mere consumers of Coca Cola. We drink Coca Cola as a member of an American consumer group, not as our own individual identity. This bad aspect of consumer society hinders citizens from achieving more democratic progression. Further, it also play role as a standard to judge whether certain people should be included or excluded in America society. As we saw the example of an African American civil rights movement in the reading, being denied getting Coca Cola has equal meaning to being kicked out of America culture and society. Coca Cola has become an essential part of an American way of life but now it become to have excessive and overwhelming meaning in the consumer society. Coca Cola is not anymore a mere beverage, but a citizenship to be accepted in American society.

What do you think about his idea that economic power has anti-democratic aspect? Can’t Consumer society based on mass consumption go hand in hand with democratic political life? Also, why do you think these day people form communities by what they purchase? When you reflect this on your own life, how much meaning does consumption have in your life?

Advertisements

About sallypark25

Hello, I'm Sally. I'm exchange student from Korea. I've been here for 7 months and I plan to go back to my country after this quarter. I like chatting with my friends, discovering fancy restaurants, and going to the street market when I travel abroad. I want to gain the better understanding about America through this class, hoping that I can say with confidence that I know a lot about America at the end of this class. Nice to meet you guys!
This entry was posted in Reading Responses. Bookmark the permalink.

2 Responses to Coca Cola as Citizenship

  1. Richard says:

    I just want to talk about the first question, whether the economic power has anti-democratic aspect. Actually I am not quite agree with that. Coca Cola is a company using special strategy to tie itself to the country. The propaganda is so well developed that people buy it not only for the quality but the will to improve the strength of America. So the Coca Cola is just a very typical case that a kind of commidity has the privilege. Unlike politics, economy is determined by people. It is developed between the needs and supplies. The competition among the companys for their share of market is fierce, so it is likely to break down when not having good quality. The destiny of the company is mostly decided by customers, not the government. Therefore, economic power has the positive effect to the democracy. Everyone is the same when consuming. And do not forget about the Inca Cola, it is the evidence that economic power has no effect to the democracy. Peru people are still against Coca Cola because the Inca Cola has stronger quality and better public recommendation.

  2. Eunsol Shim says:

    I agree that economy power governs social structure in some points, especially in case of capitalism society. Those aspects show anti-democratic features. However, people cannot criticize economy power’s anti-democratic features easily because it is anyway earned by fair means and the rewards of laboring in capitalism. It is possible that the big companies use their power in anti-democracy way. In that way, it cannot be a democratic one even though it is legal.
    I think it is very natural that people got separated by their consumption since long times ago. That phenomenon is getting week by mass production, but still a lot of other products that make distinct difference among the people are making vigorously. Therefore, it can be said forming a community according to their consumption and consuming ability. Actually I did not have the real consumption, the satisfying consumption by whole my money. Also, I did not thought that mass production make democratic consumption because all I think about the products was reasonable price and quality. I may can think my process of purchasing is democratic, but I am not still sure.

Comments are closed.