page_title: Cocacolonization
hierarchical_section_title: Cocacolonization
caption_attribution_description: English: Sign “ Coca-Cola ” in the mountains of the High Atlas, in Berber country (Morocco). Français&#160;: Pancarte «&#160;Coca-Cola&#160;» dans les montagnes du Haut Atlas, en pays berbère (Maroc).
context_page_description: Cocacolonization refers to the globalization of American culture pushed through popular American products such as soft drink maker Coca-Cola. It is a portmanteau of the name of the multinational soft drink maker and "colonization": a process of change that happens everywhere when a militarily and/or culturally advanced culture comes into contact with another culture with the intention of establishing settlements.
  The term was first documented in 1949 in France, where the French Communist Party strongly opposed the further expansion of Coca-Cola. In 1948, the 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. The French Communist Party also warned that the Coke distribution system would double as an espionage network.
  In World War II and the Cold War, many outside of the United States associated Coca-Cola with American culture. With ties to the culture of the United States, select Europeans rejected attempts to cocacolonize their nations. It represented an invasion of their nationalistic identities.
context_section_description: Cocacolonization (alternatively coca-colonization) refers to the globalization of American culture (also referred to as Americanization) pushed through popular American products such as soft drink maker Coca-Cola. It is a portmanteau of the name of the multinational soft drink maker and "colonization": a process of change that happens everywhere when a militarily and/or culturally advanced culture comes into contact with another culture with the intention of establishing settlements.
  The term was first documented in 1949 in France, where the French Communist Party strongly opposed the further expansion of Coca-Cola. In 1948, the 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. The French Communist Party also warned that the Coke distribution system would double as an espionage network.
  In World War II and the Cold War, many outside of the United States associated Coca-Cola with American culture. With ties to the culture of the United States, select Europeans rejected attempts to cocacolonize their nations. It represented an invasion of their nationalistic identities. In Europe, Coca-Cola was not just a carbonated refreshment, but bottled America. By the end of the Cold War, American ideals were spread across the world by Coke and in certain cases, to combat Communism.
  Cocacolonization as a historical concept gained visibility in the European Americanization debate with the 1994 publication of Reinhold Wagnleitner's book Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War. Wagnleitner used cocacolonization to embody the premise of his book: America attempted cultural imperialism by expanding American ideals through the spread of consumer goods such as Coca-Cola and 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.
  The expression is also used in medical literature, to describe the lifestyle changes and the associated increase of incidence of characteristic chronic diseases, e.g. type 2 diabetes.
caption: Coca-Cola advertising in High Atlas mountains of Morocco.
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