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Bottled - How Coca-Cola Became African (Hardcover)
Loot Price: R903
Discovery Miles 9 030
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Bottled - How Coca-Cola Became African (Hardcover)
Expected to ship within 10 - 15 working days
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Travel to virtually any African country and you are likely to find
a Coca-Cola, often a cold one at that. 'Bottled' asks how this
carbonated drink became ubiquitous across the continent, and what
this reveals about the realities of globalisation, development and
capitalism. 'Bottled' is the first assessment of the social,
commercial and environmental impact of one of the planet's biggest
brands and largest corporations, in Africa. Sara Byala charts the
company's century-long involvement in everything from recycling and
education to the anti-apartheid struggle, showing that Africans
have harnessed Coca-Cola in varied expressions of modernity and
self-determination: this is not a story of American capitalism
running amok, but rather of a company becoming African, bending to
consumer power in ways big and small. In late capitalism,
everyone's fates are bound together. A beverage in Atlanta and a
beverage in Johannesburg pull us all towards the same end
narrative. This story matters for more than just the local reasons,
enhancing our understanding of our globalised, integrated world.
Drawing on fieldwork and research in company archives, Byala asks a
question for our time: does Coca-Cola's generative work offset the
human and planetary costs associated with its growth in the
twenty-first century?
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