Coca-Globalization Following Soft Drinks from

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 and, in particular, the marketing of soft drinks in Papua New Guinea, a country only recently opened up to the flow of brand name consumer goods.Based on field observations and interviews, as well as archival and library research, this book is of interest to anyone concerned about the cultural consequences and political prospects of globalization, including new forms of consumer citizenship and corporate social responsibility.

Robert J. Foster is Professor of Anthropology and Mercer Brugler Distinguished Teaching Professor, University of Rochester. He is the author of Social Reproduction and History in Melanesia and Materializing the Nation: Commodities, Consumption, and Media in Papua New Guinea.

List of Figures	p. viii
Introduction: Cola Connections and Worldly Things	p. ix
Soft Drinks and the Economy of Qualities
The Social Life of Worldly Things: Commodity Consumption and Globalization	p. 3
Glocalizing Coca-Cola: The Multilocal Multinational Corporation	p. 33
Qualifying Products: Trademarks, Brands, and Value Creation	p. 75
A Network of Perspectives: The Meanings of Soft Drinks in Papua New Guinea	p. 99
Globalization, Citizenship, and the Politics of Consumption
Corporations, Consumers, and New Strategies of Citizenship	p. 149
Shareholder Activism: Consumer Citizenship inside the Corporation	p. 187
Pouring Rights: Politics, Products, Agency, and Change	p. 211
Conclusion: Product Networks and the Politics of Knowledge	p. 229
Notes	p. 241
References	p. 251
Index	p. 269
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Coca-Globalization Following Soft Drinks from New York to New Guinea

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