What role did the social location of most Trinidadians play in crafting the local meaning of Coca-Cola? According to Miller, how did this 'local' interpretation challenge the dominance of this global corporation? In what way does Hall's idea about power struggle over meanings play out in his study?© BrainMass Inc. brainmass.com June 20, 2018, 11:05 pm ad1c9bdddf
Miller on Localization and International Branding
In his essay 'A Black Sweet Drink from Trinidad' (2005), Daniel Miller explored how Coca Cola, despite serious issues facing its introduction to the island became the primary 'Black Sweet Drink' for islanders. Miller starts the essay with the supposition that in current way of thinking, material culture is feared for the capitalist drive behind a materialistic society can drive tradition and cultural practices to be supplanted by objects, practices and things of a foreign origin, pushing current identities and lifestyles to the peripheries and even extinction via market domination. The problem was, the arrival of Coca Cola in the island arrived with the arrival of the US military. Coca Cola is a lifestyle choice, a sweet beverage to be consumed, a brand and an object that is a meta-symbol/commodity. It can stand for so many things and symbolise, because of its origin, American capitalism, Imperialism as well as remind consumers about the negatives American presence symbolised - prostitution, exploitation. The drive of Coca Cola as a company is profit. The simple fact of the matter for Miller is ...
The solution reviews the article by Daniel Miller which explores how Coca Cola established itself as the primary soft drinks for Trinidadians despite the unsurmountable odds against it at initial introduction. It particularly reviews the cultural elements that Coca Cola made use of to penetrate the market. References are listed for expansion. A word version of the solution is attached for easy printing.