A novel theoretical account of globalization, De-Coca-Colonization argues that we must move away from top-down visions of the processes at work and concentrate on how ordinary people who are locked out of power structures create "globalities" of their own.

First Published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

Reinhold Wagnleitner argues that cultural propaganda played an enormous part in integrating Austrians and other Europeans into the American sphere during the Cold War. In Coca-Colonization and the Cold War, he shows that 'Americanization' was the result not only of market forces and consumerism but also of systematic planning on the part of the United States. Wagnleitner traces the intimate relationship between the political and economic reconstruction of a democratic Austria and the parallel process of cultural assimilation. Initially, U.S. cultural programs had been developed to impress Europeans with the achievements of American high culture. However, popular culture was more readily accepted, at least among the young, who were the primary target group of the propaganda campaign. The prevalence of Coca-Cola and rock 'n' roll are just two examples addressed by Wagnleitner. Soon, the cultural hegemony of the United States became visible in nearly all quarters of Austrian life: the press, advertising, comics, literature, education, radio, music, theater, and fashion. Hollywood proved particularly effective in spreading American cultural ideals. For Europeans, says Wagnleitner, the result was a second discovery of America. This book is a translation of the Austrian edition, published in 1991, which won the Ludwig Jedlicka Memorial Prize.

Mexican cuisine has emerged as a paradox of globalization. Food enthusiasts throughout the world celebrate the humble taco at the same time that Mexicans are eating fewer tortillas and more processed food. Today Mexico is experiencing an epidemic of diet-related chronic illness. The precipitous rise of obesity and diabetes—attributed to changes in the Mexican diet—has resulted in a public health emergency. In her gripping new book, Alyshia Gálvez exposes how changes in policy following NAFTA have fundamentally altered one of the most basic elements of life in Mexico—sustenance. Mexicans are faced with a food system that favors food security over subsistence agriculture, development over sustainability, market participation over social welfare, and ideologies of self-care over public health. Trade agreements negotiated to improve lives have resulted in unintended consequences for people’s everyday lives.

In the 1960s, the governments of Colombia, Peru, and Bolivia launched agricultural settlement programs in each country’s vast Amazonian frontier lowlands. Two decades later, these exact same zones had transformed into the centers of the illicit cocaine boom of the Americas. Drawing on concepts from both history and anthropology, The Origins of Cocaine explores how three countries with divergent different mid-century political trajectories ended up with parallel outcomes in illicit frontier economies and cocalero cultures. Bringing together transnational, national, and local analyses, the volume provides an in-depth examination of the deep origins of drug economics in the Americas. As the first substantial study on the shift from agrarian colonization to narcotization, The Origins of Cocaine will appeal to scholars and postgraduate students of Latin American history, anthropology, globalization, development and environmental studies.

For much of the twentieth century, Americans had a love/hate relationship with France. While many admired its beauty, culture, refinement, and famed joie de vivre, others thought of it as a dilapidated country populated by foul-smelling, mean-spirited anti-Americans driven by a keen desire to part tourists from their money. We'll Always Have Paris explores how both images came to flourish in the United States, often in the minds of the same people. Harvey Levenstein takes us back to the 1930s, when, despite the Great Depression, France continued to be the stomping ground of the social elite of the eastern seaboard. After World War II, wealthy and famous Americans returned to the country in droves, helping to revive its old image as a wellspring of sophisticated and sybaritic pleasures. At the same time, though, thanks in large part to Communist and Gaullist campaigns against U.S. power, a growing sensitivity to French anti-Americanism began to color tourists' experiences there, strengthening the negative images of the French that were already embedded in American culture. But as the century drew on, the traditional positive images were revived, as many Americans again developed an appreciation for France's cuisine, art, and urban and rustic charms. Levenstein, in his colorful, anecdotal style, digs into personal correspondence, journalism, and popular culture to shape a story of one nation's relationship to another, giving vivid play to Americans' changing response to such things as France's reputation for sexual freedom, haute cuisine, high fashion, and racial tolerance. He puts this tumultuous coupling of France and the United States in historical perspective, arguing that while some in Congress say we may no longer have french fries, others, like Humphrey Bogart in Casablanca, know they will always have Paris, and France, to enjoy and remember.

With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, and a timeline Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Available online with interactive cross-referencing links and powerful searching capabilities within the work and across Wiley’s comprehensive online reference collection or as a single volume in print www.consumptionandconsumerstudies.com

Counter-Cola charts the history of one of the world’s most influential and widely known corporations, The Coca-Cola Company. Over the past 130 years, the corporation has sought to make its products, brands, and business central to daily life in over 200 countries. Amanda Ciafone uses this example of global capitalism to reveal the pursuit of corporate power within the key economic transformations—liberal, developmentalist, neoliberal—of the twentieth and twenty-first centuries. Coca-Cola's success has not gone uncontested. People throughout the world have redeployed the corporation, its commodities, and brand images to challenge the injustices of daily life under capitalism. As Ciafone shows, assertions of national economic interests, critiques of cultural homogenization, fights for workers’ rights, movements for environmental justice, and debates over public health have obliged the corporation to justify itself in terms of the common good, demonstrating capitalism’s imperative to either assimilate critiques or reveal its limits.

Inspired by the pre-Hispanic codices that escaped immolation during colonial invasions, this artists' book opens out in accordion folds expanding to a length of over 21 feet. Rice has created a series of beautiful and jarring montages in which the mixture of languages, slang, poetry, and prose of Gomez-Pena's performance texts are woven through and around Chagoya's collages filled with pre-Hispanic drawings, colonial-era representations of New World natives, and comic book superheroes. Irreverent to the last, Gomez-Pena and Chagoya employ iconic figures and persistent stereotypes to overturn the fantasies of nationalism, ethnocentrism, and historical amnesia that cloud international relations. Rice's masterful typographic compositions orchestrate the text's many voices and views, offering a history of the Americas which must be read forward and backward, in fragments and in recurring episodes - in short, as history itself tends to unfold. About the Authors Guillermo Gomez-Pena was born in Mexico City in 1955 and came to the U.S. in 1978. His work, which includes performance art, poetry, journalism, criticism, and cultural theory, explores cross-cultural issues and North/South relations. He is the recipient of an American Book Award for The New World Border (City Lights) and a MacArthur Foundation Genius Award, among many other honors. Enrique Chagoya is a Mexican-born painter and printmaker who has been living and working in the U.S. since 1977. The recipient of two NEA Fellowships, his most recent show of paintings was at the DeYoung Museum in San Francisco. He currently teaches at Stanford University. Felicia Rice is a book artist, typographer, printer, and publisher whose work has earned her many honors. She lectures and exhibits internationally, and her books are represented in the collections of various museums and libraries. She currently directs the graphic design and production program at the University of California, Santa Cruz Extension.

This acclaimed biography of 19th century scientist Gregor Mendel is “a fascinating tale of the strange twists and ironies of scientific progress” (Publishers Weekly). A National Book Critics Circle Award finalist In The Monk in the Garden, award-winning author Robin Marantz Henig vividly chronicles the birth of genetics, a field that continues to challenge the way we think about life itself. Tending to his pea plants in a monastery garden, the Moravian monk Gregor Mendel discovered the foundational principles of genetic inheritance. But Mendel’s work was ignored during his lifetime, even though it answered the most pressing questions raised by Charles Darwin's revolutionary book, On the Origin of Species. Thirty-five years after his death, Mendel’s work was saved from obscurity when three scientists from three different countries nearly simultaneously dusted off his groundbreaking paper and finally recognized its profound significance. From the perplexing silence that greeted his discovery to his ultimate canonization as the father of genetics, Henig presents a tale filled with intrigue, jealousy, and a healthy dose of bad timing. Though little is known about Mendel’s life, she "has done a remarkable job of fleshing out the myth with what few facts there are" (Washington Post Book World).