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  • The Mecca Cola drink combines in its brand name two contrasting iconic images: one signifies 'authenticity', whereas the other signifies a 'commodity'. The conspicuous juxtaposition of 'Mecca' and 'Cola' and their hyphenization evokes the question: what is becoming of 'authenticity' in a thoroughly commodified world society? This article proposes that a distinction ought to be drawn between the effects of commodification on two distinct levels: the structural and symbolic. Whereas commodification homogenizes structurally, it heterogenizes symbolically. This article maintains that while symbolically Mecca Cola is antagonistic to Coca-Cola, structurally it is a case of an appropriation of the former by the latter. Mecca Cola thus attests to a structural 'Cola-ization' accompanied by a symbolic 'Mecca-ization' of current world cultures. (xsd:string)
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?:dateModified
  • 2007 (xsd:gyear)
?:datePublished
  • 2007 (xsd:gyear)
?:doi
  • 10.1177/1367549407081952 ()
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  • en (xsd:string)
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?:issueNumber
  • 4 (xsd:string)
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?:name
  • Liquid identities: Mecca Cola versus Coca-Cola (xsd:string)
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  • Zeitschriftenartikel (xsd:string)
  • journal_article (en)
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  • GESIS-SSOAR (xsd:string)
  • In: European Journal of Cultural Studies, 10, 2007, 4, 465-484 (xsd:string)
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?:urn
  • urn:nbn:de:0168-ssoar-227339 ()
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  • 10 (xsd:string)