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Counter-Cola: A Multinational History of the Global Corporation
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From the Inside Flap
“Perhaps more than any other corporation on earth, the Coca-Cola Company has associated the concept of the ‘good life’ with the interests of American capitalism. Buy a coke, be part of the dream. In this timely book, Amanda Ciafone shows how, by constantly shifting its all-important image to fit the times, the company—like capitalism—thrives as it floats above both critics and mistakes.”—Maude Barlow, author of Blue Future: Protecting Water for People and the Planet Forever “Counter-Cola tells the story of how a junk diet became a staple across the world and how movements have grown to stop its water theft and the hijack of our food and health policies. Having worked with Mylamma and the community in Plachimada that shut Coke down, I know coca colonisation can be resisted."—Vandana Shiva, author of Who Really Feeds the World? The Failures of Agribusiness and the Promise of Agroecology“By exploring how Coca-Cola shaped global capitalism, and how global capitalism in turn created the world’s most famous corporation, Ciafone’s dazzling account alters our understanding of the modern world, corporate power, and political struggle. Counter-Cola is an extraordinarily important book for understanding not only how capitalism and one of its most visible expressions have colonized the planet but how people throughout the world have pushed back against the company’s imperial designs. Ciafone delivers a highly readable and compelling guide for anyone interested in understanding and transforming the world in which we live.”— Steve Striffler, author of Solidarity: Latin America and the US Left in the Era of Human Rights “Grappling with one of the most iconic global corporations, this book provides a rich and eminently readable account of the interplay between corporate power and resistance. Through impeccable archival and ethnographic research, it untangles the many intricate connections between this giant corporation and social movements in the making of global capitalism.”—Zaheer Baber, author of Secularism, Communalism, and the Intellectuals “Long before Nike, McDonald's, Apple, Walmart, and Amazon all redefined corporate salesmanship on their own terms, the Coca-Cola Company hatched a global market model through its franchise system, doctrine of rights management, and branding feats. In this compelling contribution to the new history of capitalism, Ciafone does a brilliant job of narrating the social and cultural consequences of these early moves.”—Andrew Ross, author of Creditocracy and the Case for Debt Refusal
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About the Author
Amanda Ciafone is Assistant Professor of Media and Cinema Studies at the University of Illinois at Urbana-Champaign.
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Product details
Hardcover: 424 pages
Publisher: University of California Press; First edition (May 28, 2019)
Language: English
ISBN-10: 0520299019
ISBN-13: 978-0520299016
Product Dimensions:
6 x 9 inches
Shipping Weight: 2 pounds (View shipping rates and policies)
Average Customer Review:
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Amazon Best Sellers Rank:
#3,586,199 in Books (See Top 100 in Books)
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