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This is one example of the highly symbolic coca-colonization. One could argue that cola is also subject to local adaptations glocal forms , like Mecca-Cola, Breizh-Cola, Corsica-Cola and many others in France. From Atlanta Georgia , Coca-Cola has spread its product all over the world. The brand is now the most valuable worldwide Image via Flickr.
The effects of these phenomena on consumer culture are numerous. Consumption has indeed become a central value and we often get to hear that the system would collapse if large number of people did not consume. Something or Nothing?
To put things in a nutshell, I think the analysis is very interesting and makes us realize how many things are expanding worldwide and the threat this causes to local authenticity. He cites Apple always! Even though the book is not long, I found it laborious to read and would have appreciated a more approachable writing style.
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