Editing Cocacolonization (section)

{{Short description|American culture globalization through products}}
[[File:Coca-Cola Morocco.jpg|thumb|Coca-Cola advertising in the [[High Atlas]] mountains of Morocco]]
{{wikt | Cocacolonization}}

'''''Cocacolonization''''' (alternatively '''''coca-colonization''''') refers to the [[globalization]] of [[culture of the United States | American culture]] (also referred to as [[Americanization]]) pushed through popular American products such as the soft-drink brand [[The Coca-Cola Company| Coca-Cola]].<ref name=":0">{{Cite news|url = https://www.nytimes.com/1993/08/15/business/viewpoints-a-brief-history-of-coca-colonization.html |title = A Brief History of Coca-Colonization |last = Pendergrast |first = Mark |work = The New York Times |date = 1993}}</ref> The term is a [[portmanteau]] of the name of the multinational soft-drink maker and "[[colonization]]".<ref name=":1">{{Cite book |title = Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War |last = Wagnleitner|first = Reinhold |publisher = The University of North Carolina Press |year = 1994 |isbn = 978-0-8078-4455-7 |location = Chapel Hill, NC |chapter = Introduction}}</ref>

The term was first documented in 1949 in Australia<ref>
{{oed | coca-colonization}}
</ref>
and in [[France]], where the [[French Communist Party]] strongly opposed the further expansion of Coca-Cola.<ref name="auto">{{Cite book|title=The world transformed : 1945 to the present |last= Hunt|first= Michael H.|isbn= 9780199371020|oclc= 907585907|date = 2015-06-26|publisher= Oxford University Press}}</ref>{{rp|106}} In 1948, the [[Ministry of Economics and Finance (France) | French finance ministry]] stood against "Coke" on the grounds that its operation would bring no capital to help with French recovery, and was likely to drain profits back to the parent company in the United States.<ref name="auto"/>{{rp|106}} The French Communist Party also warned that the Coke distribution-system would double as an [[espionage]] network.<ref name="auto"/>{{rp|107}}

In [[World War II]] (1939-1945) and the [[Cold War]] (1947-1991), many outside of the United States associated Coca-Cola with American culture. Seeing ties to the [[culture of the United States]], some [[Europe]]ans rejected perceived attempts to cocacolonize<ref>
{{oed | coca-colonize}}
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their countries, objecting to what they saw as an invasion of their nationalistic identities.<ref name=":2">{{Cite journal|title = Coca-Colonization: The Exportation of "America" to Europe Following World War II |last = Gordon |first = Matthew |date = 2011 |journal = HubPages}}</ref> Europeans saw Coca-Cola not just as a carbonated refreshment, but as bottled America.<ref name=":2" /> By the end of the Cold War, American ideals were spread across the world by Coke and in certain cases, used to combat [[Communism]].<ref name=":0" />{{qn|date=August 2023}}

Cocacolonization as a historical concept gained visibility in the Americanization debate in Europe with the 1994 publication of [[:de:Reinhold Wagnleitner |Reinhold Wagnleitner]]'s book ''Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War''.<ref name=":1" /> Wagnleitner used "Coca-Colonization" to embody the premise of his book: the United States of America attempted [[cultural imperialism]] by expanding American ideals through the spread of consumer goods such as Coca-Cola and [[Levi Strauss & Co.| Levi]] jeans, and through cultural symbols like [[rock and roll]] and [[Marlon Brando]]'s black leather jacket, as well as through the promotion of [[democracy]] in Europe.<ref name=":1" />

The expression "coca-colonization" also appears in medical literature to describe the [[Lifestyle (social sciences) | lifestyle]] changes and the associated increase of incidence of characteristic [[chronic disease]]s, e.g. [[Diabetes mellitus type 2| type 2 diabetes]].<ref name=":6">{{Cite journal |title = Coca-colonization of diets in the Yucatan |journal = Social Science & Medicine|date = 2005-08-01 |pages = 833–846 |volume = 61 |issue = 4 |doi = 10.1016/j.socscimed.2004.08.047 |pmid = 15950095 |first1 = Thomas L. |last1 = Leatherman |first2 = Alan |last2 = Goodman}}</ref><ref name=":7">{{Cite journal | doi = 10.1080/03670244.2011.568911 |pmid = 21888598 |title = Coca-Colonization and Hybridization of Diets among the Tz'utujil Maya |journal = Ecology of Food and Nutrition |volume = 50 |issue = 4 |pages = 297–318 |year = 2011 |last1 = Nagata |first1 = Jason M. | last2 = Barg |first2 = Frances K. |last3 = Valeggia |first3 = Claudia R. |last4 = Bream |first4 = Kent D. W.|bibcode = 2011EcoFN..50..297N |s2cid = 29683298}}</ref><ref name=":8">
{{Cite journal|title = Globalization, coca-colonization and the chronic disease epidemic: can the Doomsday scenario be averted? |last = Zimmet |first = P |s2cid = 2066542 |date = 2000 |journal = Journal of Internal Medicine |volume = 247 |issue = 3 |pages = 301–310 |doi = 10.1046/j.1365-2796.2000.00625.x |pmid = 10762445|doi-access = free}}</ref>