|
''Cocacolonization'' (alternatively ''coca-colonization'') is a term that refers to globalization or cultural colonization. It is a portmanteau of the name of the multinational soft drink maker Coca-Cola and the word ''colonization''. The term is used to imply the importation/spread of American goods or American cultural values that competes with the local culture. While it is possible to use the term benignly, it has been used pejoratively to liken globalization to Americanization. For example, according to linguist Ghil'ad Zuckermann, "with globalization, homogenization and coca-colonization, there will be more and more groups added to the forlorn club of the lost-heritage peoples."〔Ghil'ad Zuckermann, ("Sleeping beauties awake" ), ''Times Higher Education'', January 19, 2012.〕 The term has been used since 1949 and one of the first documented uses is in the warnings of the French communist press of that era. ''Time'' magazine used it in their 1961 review of Wilder's ''One, Two, Three'', calling the film a "yell-mell, hard-sell, Sennett-with-a-sound-track satire of iron curtains and color lines, of people's demockeracy, Coca-Colonization, peaceful nonexistence, and the Deep Southern concept that all facilities are created separate but equal." It gained visibility in the European Americanization debate with the 1994 publication of Reinhold Wagnleitner's book, ''Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War''.〔(Fabricating the absolute fake ... - Google Books )〕 The expression also became a catchphrase of the anti-globalization movement.〔(Colossus: the price of America's empire - Google Books )〕 The expression is also used in medical literature, to describe the lifestyle changes and the associated increase of incidence of characteristic chronic diseases, e.g. type 2 diabetes. == History of cocacolonization == In Germany, the period before World War 2 presented several marketing problems. At the 1936 Olympics in Berlin, Adolf Hitler, a health faddist, insisted that every bottle of Coke have a caffeine-warning label. The same year, anti-Semitism hurt sales when a German competitor stole some kosher Coke bottle caps and urged consumers to avoid the "Jewish American" drink. To counter this, Coke's German branch passed out sodas at Hitler Youth rallies and displayed huge swastikas at bottling conventions. But on the other side of the Atlantic, World War II proved a market blessing. The company convinced the American military that Coca-Cola was an essential morale booster. As a result, drinks for G.I.'s were exempted from sugar rationing. Company men, decked out in military drab, flew overseas to install bottling plants behind the lines. Marshal Georgy Zhukov, the Russian war hero, serves as another example. When Gen. Dwight D. Eisenhower introduced Coke to Zhukov, the Russian liked it. But he also knew how Stalin would react if one of his generals was seen drinking an American imperialist symbol. The folks at Coke were as accommodating as could be. A chemist removed the soda's caramel color, and they put the drink in a clear bottle with a white cap and red star. First shipment of White Coke consisted of 50 cases. The Coca-Cola Company is hardly the only enterprise to see world events through the prism of profits, of course. But the company's size, age and prominence give the practice impressive sweep. In World War II, Coke was an American imperialist symbol, a kosher food, a fake Communist beverage and the drink of Hitler Youth. Most people thought the war was about good, evil, competing ideologies and so on, but for Coca-Cola the issue was simpler: more Coke or less Coke. Similarly, when the Berlin Wall fell in November 1989, the Coca-Cola people were there. They were passing out free six-packs. Of course, no company, not even Coca-Cola, can carry out such an agenda by itself. It needs consumers, people like Marshal Zhukov, who want to drink Coke as much as the company wants to sell it. People like the World War II soldier who wrote home that "the most important question in amphibious landings" is "whether the Coke machine goes ashore in the first or second wave." Or like the crowds in Warsaw last year, who cheered wildly as the first Polish Coca-Cola truck arrived. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「cocacolonization」の詳細全文を読む スポンサード リンク
|